Brand Investments / Sponsorship Investments
Global sponsorships that focus on brand awareness
Turkish Airlines’ goal of being a global brand has a direct impact on the company’s general strategies in the form of worldwide sponsorship activities. In segments where brand awareness needs to be raised, the forms of sport that most capture the attention of each target group are chosen. In territories where brand loyalty and choice need to be strengthened, testimonials are solicited from the most prestigious individuals and teams. The decision to make use of sports predominantly in sponsorships is based on the impact which sports have on the target audience. The company’s Euroleague sponsorship is highly beneficial in the European market for example while its sponsorship of Barcelona and Manchester United, two of the world’s biggest sports brands, represents a major success. Tennis and golf sponsorships target potential Business Class passengers while also contributing towards perceptions of the airline as a prestigious name.
Although Turkish Airlines is a global airline company in its vision and international goals, it is also a national flag carrier and this aspect of the company provides the basis for its effective and productive sponsorship activities in its home market, which is Turkey. Investments such as prime sponsorship of the national football and basketball teams and transportation sponsorship of clubs like Beşiktaş, Bursaspor, Fenerbahçe, Galatasaray, and Trabzonspor not only strengthen brand associations among target audiences but also make a big contribution towards Turkish sports as a whole through the support which is given to 47 federations and to 2nd- and 3rd-league football teams in Turkey.
Turkish Airlines became the 3rd international sponsor of FC Barcelona, a football club that was the first in history to win six trophies in a single (2008-2009) season.
Turkish Airlines is an official sponsor of FC Barcelona, a Spanish football team that has a huge and fiercely loyal following around the world. 18 January 2010 was the occasion for an event at Barcelona’s Nou Camp Stadium that associated the Turkish Airlines brand with FC Barcelona’s distinctive style of football. Under the sponsorship agreement signed that evening, the FC Barcelona team will fly to and from all training camps and games outside Spain aboard Turkish Airlines aircraft. This sponsorship agreement represents a major step forward towards Turkish Airlines’ becoming a global brand.
Turkish Airlines becomes an official sponsor of Manchester United, one of the world’s biggest football clubs.
A 3.5-year sponsorship agreement with Manchester United, an English football club and one of the most important in the world, was signed in Manchester on 22 January 2010. In its capacity as the team’s official sponsor, Turkish Airlines will be transporting the team to and from games and training camps outside the UK.
During the 2009-2010 season, Turkish Airlines was the transportation sponsor for the Beşiktaş Gymnastics Club Association, the Fenerbahçe Sports Club, the Trabzonspor Club, the Galatasaray Sports Club, and the Bursaspor Club as well as for the Turkish National Football Team.
During the 2009-2010 season, Turkish Airlines was the transportation sponsor for five of Turkey’s biggest football clubs as well as for the Turkish National Team. Under the agreements that have been signed, the members of these teams will be flying to and from games and training camps aboard Turkish Airlines aircraft.
Turkish Airlines became the sponsor of the 2012 European Championship Group Elimination Match between the German and Turkish national football teams, played on 8 October 2010.
A 3.5-year sponsorship agreement with Manchester United, an English football club and one of the most important in the world, was signed in Manchester on 22 January 2010.