Özet:

Due to the increasing use of sponsorship practices in the 21st century, the need to understand sponsorship practices and potentials has also emerged. Meeting with consumers through sponsorship; it also provides opportunities to create close relationships with customers through sponsorship activities in comfortable and peaceful surroundings. Thus, it is possible to obtain consumer-brand interactions. Rich environments can emerge to add value to these interactions. Thanks to the communication technologies that have developed in recent years, it has also been possible to increase control of consumer-brand experiences through sponsorship activities. Social media can be used as very useful tools to assess sponsor applications, to set relational goals between consumers and brands, and to measure responses from consumers, through internet-based communication applications and similar communication channels. When we think in this direction, we need a strategic approach to successful sponsorship practices that will move marketing activities. This study demonstrates the impact of sponsorship practices, a successful integrated communication activity that is increasing day by day in relation to marketing activities, a relational strategy.

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