The Implementation Of Sponsorship In Corporate Branding: A Case Study Of Turkish Airlines

The concept of sponsorship has evolved over the years from simply being a philanthropic activity to one of the key corporate communication and marketing communications strategies. This can merely be seen by looking at the expenditure of multinational corporations’ allocated budget figures for sponsorships. In particular, the biggest investment has and still goes to sport sponsorship deals as they have wide range of audience reach and mostly multi-national reach. One of the most important events is the Olympics, where millions of pounds are invested for sponsorship deals. Up until today, various studies have been conducted on to pinpoint the effect of sponsorship from different perspectives. Despite this, there is a dearth of study in terms of qualitative perspective, especially from the perspective of corporate communication managers’ ‘decision - making’ mechanism and procedure. To accomplish and contribute to the literature, this study uses Turkish Airline’s ‘Globally Yours’ campaign as a case study.