Research Article
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Sport sponsorship in Turkey and a research on Turkish Football Super League

Year 2019, Issue: 53, 343 - 366, 30.06.2019

Hayrettin Uzunoğlu

https://doi.org/10.18070/erciyesiibd.437920

Abstract

This study aims to measure the effectiveness of sport sponsorship in Turkey by investigating the relationship between the stock values of the companies that sponsor football teams in the Turkish Super League and weekly leadership and championship of the sponsored teams. For this purpose, any change in the stock values of the companies who had sponsorship agreement with Super League teams between the 2008-2009 season and 2013-2014 season were investigated according to weekly leaderships and seasonal championships of the respective teams. As a result; It was found that the jersey sponsor firms of Super League teams failed to obtain a return on investment in the stock market with these sponsorship agreements when considering weekly leaderships, but the jersey sponsors of the champion teams in the 2008-2009, 2009-2010 and 2010-2011 seasons were found to have an increase in their stock prices compared to their quoted indexes following the declaration the championships of the respective teams. In the 2011-2012, 2012-2013 and 2013-2014 seasons, however, sponsorship firms were observed to experience more losses in the market compared to index after the championships of the sponsored teams.

Keywords

Sport Sponsorship Turkish Football Super League Event Study

References

  • Antalyaspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.antalyaspor.com.tr, Erişim Tarihi: 27.02.2016.
  • Beşiktaş Jimnastik Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://http://www.bjk.com.tr, Erişim Tarihi: 20.02.2016.
  • Borsa İstanbul İnternet Sitesi; (2016), İnternet Adresi: http://borsaistanbul.com, Erişim Tarihi: 02.04.2016
  • Bursaspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: https://www.bursaspor.org.tr, Erişim Tarihi: 26.02.2016.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2004), “The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth”, Journal of Advertising Research, 44(3), pp. 281-296.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2005), “The Relationship Between Major-League Sports' Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms”, Journal of the Academy of Marketing Science, 33(4), pp. 401-412.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2008), “The Impact of Title Event Sponsorship Announcements on Shareholder Wealth”, Market Letters, 20(2), pp. 169-182.
  • COBBS, Joe; Mark D. GROZA and Stephen W. PRUITT; (2012), “Warning Flags on the Race Track The Global Markets’ Verdict On Formula One Sponsorship”, Journal of Advertising Research, 52(1), pp. 74-86.
  • COHOON, Lincoln; Marian EXTEJT and Michael R. MELTON; (2011), “Is It In The Name, Or In The Game? Can News Affect Firm Value? A Case For Athletes Sponsored By Nike, Inc.”, Journal of Business & Economics Research, 5(6), pp. 1-8.
  • DEITZ, George D.; Robert D. EVANS Jr. and John D. HANSEN; (2011), “A Sponsorship and Shareholder Value: A Re-examination and Extension”, Journal of Business Research, 66(9), pp. 1427-1435.
  • Eskişehirspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.eskisehirspor.org, Erişim Tarihi: 26.02.2016.
  • Fenerbahçe Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.fenerbahce.org, Erişim Tarihi: 20.02.2016.
  • Galatasaray Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.galatasaray.org, Erişim Tarihi: 19.02.2016.
  • Gençlerbirliği Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://genclerbirligi.org.tr, Erişim Tarihi: 25.02.2016.
  • GENÇYÜREK, Levent; (2004), “Spora Destek Olanlara Vergi Avantajı”, Süryay Diyalog Dergisi, Ağustos 04 Sayısı.
  • İstanbul Başakşehir Futbol Kulübü (İstanbul Büyükşehir Belediyespor) Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.ibfk.com.tr, Erişim Tarihi: 25.02.2016.Kayserispor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.kayserispor.org.tr, Erişim Tarihi: 24.02.2016.
  • LEI, Shi; Chinmoy GHOSH and Han SRINIVASAN; (2010), “Should They Play? Market Value of Corporate Partnerships With Professional Sport Leagues”, Journal of Sport Management, 24(6), pp. 702-743.
  • MAHAR, Jim; Rodney PAUL and Laurie STONE; (2005), “An Examination of Stock Market Response to NASCAR Race Performance”, Marketing Management Journal, 15(2), pp. 80-86.
  • MEENAGHAN, Tony and David SHIPLEY; (1999), “Media Effect in Commercial Sponsorship”, European Journal of Marketing, 33(3/4), pp. 328-347.
  • MIYAZAKI, Anthony D. and Angela MORGAN; (2001), “Assessing Market Value of Event Sponsoring: Corporate Olympic Sponsorships”, Journal of Advertising Research, 41(1), pp. 9-15.
  • MOLCHANOV, Alexander; Philip A. STORK and Cheng ZENG; (2010), “The 2008 Beijing Olympic Sponsorships: Value for Money?”, Internet Address: https://ssrn.com/abstract=1649132, Date of Access: 01.10.2015.
  • ÖZTÜRK, Mehmet A.; Francis M. KOZUB and Settar KOÇAK; (2004), “Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics”, International Journal of Sports Marketing & Sponsorship, 3(3), pp. 282-296.
  • REISER, Matthias; Christoph BREUER and Pamela WICKER; (2012), “The Sponsorship Effect: Do Sport Sponsorship Announcements Impact the Firm Value of Sponsoring Firms?”, International Journal of Sport Finance, 7(3), pp. 232-248.
  • SAKARYA, Şakir; (2011), “İMKB Kurumsal Yönetim Endeksi Kapsamındaki Şirketlerin Kurumsal Yönetim Derecelendirme Notu ve Hisse Getirileri Arasındaki İlişkinin Olay Çalışması Yöntemi ile Analizi”, ZKÜ Sosyal Bilimler Dergisi, 7(13), ss. 147-162.
  • SCHREDELSEKER, Klaus and Fedja FIDAHIC; (2011), “Stock Market Reactions and Formula One Performance”, Journal of Sport Management, 25(4), pp. 305-313.Sivasspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.sivasspor.org.tr, Erişim Tarihi: 26.02.2016.
  • SPAIS, George S. and George N. FILIS; (2008), “Measuring Stock Market Reaction to Sponsorship Announcements: The Case of Fiat and Juventus”, Journal of Targeting, Measurement and Analysis for Marketing, 16(3), pp. 169-180.
  • Trabzonspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.trabzonspor.org.tr, Erişim Tarihi: 26.02.2016.
  • TSIOTSOU, Rodoula; (2009), “A Stakeholder Approach to International and National Sport Sponsorship”, Journal of Business & Industrial Marketing, 26(8), pp. 557-565.
  • Türkiye Futbol Federasyonu Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.tff.org, Erişim Tarihi: 18.02.2016.
  • YELKUR, Rama; Chuck TOMKOVICK and Julia PENNINGTON; (2012), “The Alchemy of Olympics Advertising & Sponsorship: Turning the Games into Gold” Journal of Management Policy and Practice, 13(2), pp. 34-45.

Türkiye’de spor sponsorluğu ve Türkiye futbol süper ligi üzerine bir araştırma

Year 2019, Issue: 53, 343 - 366, 30.06.2019

Hayrettin Uzunoğlu

https://doi.org/10.18070/erciyesiibd.437920

Abstract

Bu çalışmanın amacı, Türkiye Futbol Süper Ligi takımlarına forma sponsoru olan firmaların hisse senedi değerleri ile sponsor oldukları takımların haftalık liderlikleri ve şampiyonlukları arasındaki ilişkiyi inceleyerek, Türkiye’de spor sponsorluğunun etkinliğini ölçebilmektir. Bu amaç doğrultusunda 2008-2009 sezonunu ile 2013-2014 sezonu arasında Türkiye Futbol Süper Ligi takımlarına forma sponsorluk anlaşması yapan firmaların, ilgili takımların ligde lider olduğu haftalarda ve sezon sonunda şampiyon olduklarında, hisse senedi değerlerinde herhangi bir değişim olup olmadığı olay çalışması yöntemiyle araştırılmıştır. Sonuç olarak; Türkiye Futbol Süper Ligi takımlarına forma sponsoru firmaların, sadece haftalık liderlik dikkate alındığı zaman, bu sponsorluk anlaşmalarından dolayı borsada herhangi bir ekstra getiri sağlayamadıkları ancak 2008-2009, 2009-2010 ve 2010-2011 sezonlarında şampiyon olan takımların forma sponsorlarının, ilgili takımların şampiyonluklarını ilan etmelerinin ardından borsada işlem gördükleri endekslere göre daha fazla getiri sağladıkları belirlenmiştir. 2011-2012 ile 2013-2014 sezonları arasında ise; firmaların sponsor oldukları takımların şampiyon olması sonucunda, borsada işlem gördükleri endekslere oranla daha fazla kayıp yaşadıkları görülmüştür.

Keywords

Spor Sponsorluğu Türkiye Futbol Süper Ligi Olay Çalışması Olay Çalışması

References

  • Antalyaspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.antalyaspor.com.tr, Erişim Tarihi: 27.02.2016.
  • Beşiktaş Jimnastik Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://http://www.bjk.com.tr, Erişim Tarihi: 20.02.2016.
  • Borsa İstanbul İnternet Sitesi; (2016), İnternet Adresi: http://borsaistanbul.com, Erişim Tarihi: 02.04.2016
  • Bursaspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: https://www.bursaspor.org.tr, Erişim Tarihi: 26.02.2016.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2004), “The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth”, Journal of Advertising Research, 44(3), pp. 281-296.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2005), “The Relationship Between Major-League Sports' Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms”, Journal of the Academy of Marketing Science, 33(4), pp. 401-412.
  • CLARK, John M.; T. Bettina CORNWELL and Stephen W. PRUITT; (2008), “The Impact of Title Event Sponsorship Announcements on Shareholder Wealth”, Market Letters, 20(2), pp. 169-182.
  • COBBS, Joe; Mark D. GROZA and Stephen W. PRUITT; (2012), “Warning Flags on the Race Track The Global Markets’ Verdict On Formula One Sponsorship”, Journal of Advertising Research, 52(1), pp. 74-86.
  • COHOON, Lincoln; Marian EXTEJT and Michael R. MELTON; (2011), “Is It In The Name, Or In The Game? Can News Affect Firm Value? A Case For Athletes Sponsored By Nike, Inc.”, Journal of Business & Economics Research, 5(6), pp. 1-8.
  • DEITZ, George D.; Robert D. EVANS Jr. and John D. HANSEN; (2011), “A Sponsorship and Shareholder Value: A Re-examination and Extension”, Journal of Business Research, 66(9), pp. 1427-1435.
  • Eskişehirspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.eskisehirspor.org, Erişim Tarihi: 26.02.2016.
  • Fenerbahçe Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.fenerbahce.org, Erişim Tarihi: 20.02.2016.
  • Galatasaray Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.galatasaray.org, Erişim Tarihi: 19.02.2016.
  • Gençlerbirliği Spor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://genclerbirligi.org.tr, Erişim Tarihi: 25.02.2016.
  • GENÇYÜREK, Levent; (2004), “Spora Destek Olanlara Vergi Avantajı”, Süryay Diyalog Dergisi, Ağustos 04 Sayısı.
  • İstanbul Başakşehir Futbol Kulübü (İstanbul Büyükşehir Belediyespor) Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.ibfk.com.tr, Erişim Tarihi: 25.02.2016.Kayserispor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.kayserispor.org.tr, Erişim Tarihi: 24.02.2016.
  • LEI, Shi; Chinmoy GHOSH and Han SRINIVASAN; (2010), “Should They Play? Market Value of Corporate Partnerships With Professional Sport Leagues”, Journal of Sport Management, 24(6), pp. 702-743.
  • MAHAR, Jim; Rodney PAUL and Laurie STONE; (2005), “An Examination of Stock Market Response to NASCAR Race Performance”, Marketing Management Journal, 15(2), pp. 80-86.
  • MEENAGHAN, Tony and David SHIPLEY; (1999), “Media Effect in Commercial Sponsorship”, European Journal of Marketing, 33(3/4), pp. 328-347.
  • MIYAZAKI, Anthony D. and Angela MORGAN; (2001), “Assessing Market Value of Event Sponsoring: Corporate Olympic Sponsorships”, Journal of Advertising Research, 41(1), pp. 9-15.
  • MOLCHANOV, Alexander; Philip A. STORK and Cheng ZENG; (2010), “The 2008 Beijing Olympic Sponsorships: Value for Money?”, Internet Address: https://ssrn.com/abstract=1649132, Date of Access: 01.10.2015.
  • ÖZTÜRK, Mehmet A.; Francis M. KOZUB and Settar KOÇAK; (2004), “Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics”, International Journal of Sports Marketing & Sponsorship, 3(3), pp. 282-296.
  • REISER, Matthias; Christoph BREUER and Pamela WICKER; (2012), “The Sponsorship Effect: Do Sport Sponsorship Announcements Impact the Firm Value of Sponsoring Firms?”, International Journal of Sport Finance, 7(3), pp. 232-248.
  • SAKARYA, Şakir; (2011), “İMKB Kurumsal Yönetim Endeksi Kapsamındaki Şirketlerin Kurumsal Yönetim Derecelendirme Notu ve Hisse Getirileri Arasındaki İlişkinin Olay Çalışması Yöntemi ile Analizi”, ZKÜ Sosyal Bilimler Dergisi, 7(13), ss. 147-162.
  • SCHREDELSEKER, Klaus and Fedja FIDAHIC; (2011), “Stock Market Reactions and Formula One Performance”, Journal of Sport Management, 25(4), pp. 305-313.Sivasspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.sivasspor.org.tr, Erişim Tarihi: 26.02.2016.
  • SPAIS, George S. and George N. FILIS; (2008), “Measuring Stock Market Reaction to Sponsorship Announcements: The Case of Fiat and Juventus”, Journal of Targeting, Measurement and Analysis for Marketing, 16(3), pp. 169-180.
  • Trabzonspor Kulübü Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.trabzonspor.org.tr, Erişim Tarihi: 26.02.2016.
  • TSIOTSOU, Rodoula; (2009), “A Stakeholder Approach to International and National Sport Sponsorship”, Journal of Business & Industrial Marketing, 26(8), pp. 557-565.
  • Türkiye Futbol Federasyonu Resmi İnternet Sitesi; (2016), İnternet Adresi: http://www.tff.org, Erişim Tarihi: 18.02.2016.
  • YELKUR, Rama; Chuck TOMKOVICK and Julia PENNINGTON; (2012), “The Alchemy of Olympics Advertising & Sponsorship: Turning the Games into Gold” Journal of Management Policy and Practice, 13(2), pp. 34-45.
There are 30 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Hayrettin Uzunoğlu 0000-0003-1550-5549

Publication Date June 30, 2019
Acceptance Date March 27, 2019
Published in Issue Year 2019 Issue: 53

Cite

APA Uzunoğlu, H. (2019). Türkiye’de spor sponsorluğu ve Türkiye futbol süper ligi üzerine bir araştırma. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(53), 343-366. https://doi.org/10.18070/erciyesiibd.437920

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