A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship

Mine Isik; Ozay Ozaydin; Sebnem Burnaz; Y. Ilker Topcu

doi:10.1007/978-3-319-24184-5_143

A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship

Mine Isik^*, Ozay Ozaydin, Sebnem Burnaz, Y. Ilker Topcu

^*Corresponding author for this work

Istanbul Technical University

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Citation (Scopus)

Abstract

This study offers a model which is able not only to measure the success of sponsorship but also fill the gap of a guide for the decision makers who are about to make sponsorship agreement. It investigates the jersey sponsors of football, men’s basketball, and women’s basketball of three major sports clubs in Turkey. Two separate surveys were conducted in the context of the study. The first was to prioritize evaluation criteria and applied to experts, sports managers, and company executives. The second was to determine the most appropriate sponsorship match between sports clubs and jersey sponsors as perceived by the fans. The fan survey was distributed both print and online, which was also advertised in sports newspapers and forums of fan clubs of the investigated teams. In the proposed model, the importance that was driven from the AHP was used in the TOPSIS method in order to evaluate the sponsorship matches.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	564-573
Number of pages	10
DOIs	https://doi.org/10.1007/978-3-319-24184-5_143
Publication status	Published - 2016

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2016, Academy of Marketing Science.

Keywords

Analytic Hierarchy Process
Brand Awareness
Sport Club
Sport Sponsorship
Sport Type

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-3-319-24184-5_143

Cite this

Isik, M., Ozaydin, O., Burnaz, S., & Topcu, Y. I. (2016). A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 564-573). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-24184-5_143

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abstract = "This study offers a model which is able not only to measure the success of sponsorship but also fill the gap of a guide for the decision makers who are about to make sponsorship agreement. It investigates the jersey sponsors of football, men{\textquoteright}s basketball, and women{\textquoteright}s basketball of three major sports clubs in Turkey. Two separate surveys were conducted in the context of the study. The first was to prioritize evaluation criteria and applied to experts, sports managers, and company executives. The second was to determine the most appropriate sponsorship match between sports clubs and jersey sponsors as perceived by the fans. The fan survey was distributed both print and online, which was also advertised in sports newspapers and forums of fan clubs of the investigated teams. In the proposed model, the importance that was driven from the AHP was used in the TOPSIS method in order to evaluate the sponsorship matches.",

keywords = "Analytic Hierarchy Process, Brand Awareness, Sport Club, Sport Sponsorship, Sport Type",

author = "Mine Isik and Ozay Ozaydin and Sebnem Burnaz and Topcu, {Y. Ilker}",

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series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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Isik, M, Ozaydin, O, Burnaz, S & Topcu, YI 2016, A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 564-573. https://doi.org/10.1007/978-3-319-24184-5_143

A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship. / Isik, Mine; Ozaydin, Ozay; Burnaz, Sebnem et al.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. p. 564-573 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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AB - This study offers a model which is able not only to measure the success of sponsorship but also fill the gap of a guide for the decision makers who are about to make sponsorship agreement. It investigates the jersey sponsors of football, men’s basketball, and women’s basketball of three major sports clubs in Turkey. Two separate surveys were conducted in the context of the study. The first was to prioritize evaluation criteria and applied to experts, sports managers, and company executives. The second was to determine the most appropriate sponsorship match between sports clubs and jersey sponsors as perceived by the fans. The fan survey was distributed both print and online, which was also advertised in sports newspapers and forums of fan clubs of the investigated teams. In the proposed model, the importance that was driven from the AHP was used in the TOPSIS method in order to evaluate the sponsorship matches.

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KW - Sport Sponsorship

KW - Sport Type

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Isik M, Ozaydin O, Burnaz S , Topcu YI. A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2016. p. 564-573. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-24184-5_143

A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship

Abstract

Publication series

Bibliographical note

Keywords

UN SDGs

Access to Document

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