Publication: İşletmelerde sponsorluk çalışmaları içinde sporun yeri
Abstract
Adını, sanat ve kültürün koruyucusu Romalı Gaius Clinus Maecenas'tan almış olan mesenlikten gelişen sponsorluk, artık günümüzde bir pazarlama ve iletişim aracı olarak kullanılmaktadır. Bu tez çalışmasının I.Bölümünde, öncelikle spor sponsorluğu ile ilgili iletişim, halkla ilişkiler, reklam ve sosyal sorumluluk kavramları üzerinde durulmuştur. Daha sonra ise, sponsorluk kavramı, onu mesenlikten ayıran ve bir iletişim aracı yapan özellikler üzerinde durulmuş, kültür, çevre ve sosyal sponsorluklardan kısaca bahsedilmiştir. II.Bölümde ise, bir iletişim aracı olarak spor sponsorluğu incelenmiştir. Tarih sırası göz önüne alınırsa, spor sponsorluğu hedef kitlenin dikkatini çekmek için kullanılan ilk sponsorluk çeşididir. Bu bölümde önce spor sponsorluğu pazarının genişlemesinden bahsedilmiş, ardından da spor sponsorluğu çeşitleri örneklerle açıklanmıştır. Spor sponsorluğu yaparken tek bir sporcu desteklenebileceği gibi, takım, lig, organizasyon veya yarışma sponsorlukları da yapmak mümkündür. Hepsinin birbirine karşı artı ve eksileri vardır. Daha sonra,spor sponsorluğu uygulamalarında sırasıyla atılacak adımlardan bahsedilmiştir. Bu adımlar sırasıyla, hedef belirleme, hedef kitlenin çeşidi, spor sponsorluğunun stratejilerinin planlanması, bütçe belirleme, sözleşme yapma ve faaliyet sonunda sonuçların kontrol edilmesidir. Spor sponsorluğunda, hedef kitlesi sporculardan oluşan kuruluşlar dışında, kar getirici ve satış arttırıcı ekonomik hedefler ön planlar değildir. Sponsorluk yapan bir kuruluş için imaj, tanınma, hedef kitle ile iletişim kurma gibi psikolojik hedefler önemlidir. Ancak, kuruluşun hedeflerine ulaşabilmesi için hedef kitlesinin sınırlarını iyi belirlemesi gerekmektedir. Hedef kitlenin sadece sosyo-ekonomik ve psikolojik özelliklerini bilmek yeterli olmaz. Spor söz konusu olunca, hedef kitlenin ilgi gösterdiği spor çeşidi, boş zaman faaliyetleri ve alışkanlıkları da önemlidir. Aksi halde, hedef kitleye uygun spor çeşidi bulmak zorlaşır. Spor sponsorluklarında acele ile verilen kararlar, işletmenin gerek imaj, gerekse para olarak zarar görmesine sebep olabilir. Bu yüzden, bütçe hazırlamak zorunludur. Tüm sponsorluk çalışmaları bir yasal sözleşmeyle yasal hale getirilmelidir. Bu, her iki taraf içinde hukuksal açıdan yararlıdır. Bölümün en sonunda, sponsorluk faaliyetlerinin sonuçlarının kontrolünden bahsedilmiştir. Sonuçların kontrolü için standart kriterler olmadığından kuruluş, etkinliğini kendi kriterlerine göre değerlendirmek durumundadır. Bu ölçümlerin sonuçları ilerdeki sponsorluk faaliyetlerine de ışık tutacaktır.
The sponsoring was developed from Maezentinum, which has taken its name from the Roman Gaius Clinus Maecenas-the defender of arts and culture- and today sponsoring is a tool of marketing and communication. The first part of this thesis is about the concepts, which are connected with sponsorship like communication, public relations, advertisement and social responsibility. It's been also studied about sponsorship concept, its properties which makes sponsorship a communication tool and a different concept from Maezentinum, It's also been mentioned about culture, environmental and social sponsorings. In the second part sport sponsoring has been studied as a communication tool. In the history sport sponsoring is the first kind of sponsoring, which is used to call attention of the target community. First of all it's been mentioned the grown up of the market of sport sponsoring. The kinds of sport sponsoring is then explained with examples. By sport sponsoring it is possible to be a sponsor not only of a sportsman but also of a team, league, organisation and race.All has some advantages and disadvantages. Afterwards the steps by sport sponsoring has been mentioned. These steps are in turn in order determination of target, kind of target community, planning strategy of sport sponsorship, determination of budget, contract and control of results at the end of activity. In sport sponsorship the economic targets like profit and more selling are not important for the companies, except the companies, which have the sportsmen as target community. For the sponsor company the psychological targets like image, to be well-known and communication with the target community are more important. However, the company need to know the limits of its target community for reaching the companies' targets.But it's not enough to know only the social-economic and psychological properties of the community. If sport is in question, it's also important the kind of sport which is being interested by the community, their activities on the spare times and their habits. In the contrary case, it'll be difficult to find a suitable kind of sport for target community. Urgent decisions upon sport sponsoring can damage the image and economical status of the company. Therefore it's necessary to prepare a budget. The whole sponsorship must be made lawful with a contract.This will be legally for both sides. At the and of the section it has been mentioned about the controlling of results of sponsorship activities. The company must appraise its activities according to its criterions, because the is no standard criterions for controlling the results.These results will light the way for coming sponsorship activities.
The sponsoring was developed from Maezentinum, which has taken its name from the Roman Gaius Clinus Maecenas-the defender of arts and culture- and today sponsoring is a tool of marketing and communication. The first part of this thesis is about the concepts, which are connected with sponsorship like communication, public relations, advertisement and social responsibility. It's been also studied about sponsorship concept, its properties which makes sponsorship a communication tool and a different concept from Maezentinum, It's also been mentioned about culture, environmental and social sponsorings. In the second part sport sponsoring has been studied as a communication tool. In the history sport sponsoring is the first kind of sponsoring, which is used to call attention of the target community. First of all it's been mentioned the grown up of the market of sport sponsoring. The kinds of sport sponsoring is then explained with examples. By sport sponsoring it is possible to be a sponsor not only of a sportsman but also of a team, league, organisation and race.All has some advantages and disadvantages. Afterwards the steps by sport sponsoring has been mentioned. These steps are in turn in order determination of target, kind of target community, planning strategy of sport sponsorship, determination of budget, contract and control of results at the end of activity. In sport sponsorship the economic targets like profit and more selling are not important for the companies, except the companies, which have the sportsmen as target community. For the sponsor company the psychological targets like image, to be well-known and communication with the target community are more important. However, the company need to know the limits of its target community for reaching the companies' targets.But it's not enough to know only the social-economic and psychological properties of the community. If sport is in question, it's also important the kind of sport which is being interested by the community, their activities on the spare times and their habits. In the contrary case, it'll be difficult to find a suitable kind of sport for target community. Urgent decisions upon sport sponsoring can damage the image and economical status of the company. Therefore it's necessary to prepare a budget. The whole sponsorship must be made lawful with a contract.This will be legally for both sides. At the and of the section it has been mentioned about the controlling of results of sponsorship activities. The company must appraise its activities according to its criterions, because the is no standard criterions for controlling the results.These results will light the way for coming sponsorship activities.