Abstract:

It is known that sponsorship has a significant impact on the performance of marketing. In the study, it was aimed to create a conceptual structure in the sponsorship communication process. The research conducted by Cardist in 210 exhibitors shows the factors affecting the relationship between the six brands sponsoring the event (Hürriyet, Cnbc-e, BKM, Banksoft, Visa Card and Master Card) and the event (Cardist). In this light, this paper aims to contribute to the literature by providing a better understanding of the links between sponsorship and brand image transfer .It is one of the most important findings of the study to emphasize that the harmony between sponsor and event is important in multiple sponsorship agreements and that the sponsor brands should be influenced by the image of the sponsored event. Furthermore, when more than one brand sponsors the same activity, it is claimed that these brands and the event are perceived as a single group.

Keywords: