ECONOMIC CHALLENGES AND SPONSORSHIP PROCESS IN LOCAL FOOTBALL CLUBS: A SMALL SCALE STUDY

Öz

The purpose of this study is to reveal the economic, institutional, and communication-based difficulties encountered by small-scale sports clubs in their sponsorship search processes and to examine the strategies they have developed to overcome these difficulties. The study is structured within the framework of resource dependency theory and focuses on understanding the clubs' dependence on external resources and how they manage this dependence. The research was conducted using a qualitative research approach based on the phenomenological design, and semi-structured interviews were conducted with the presidents of six amateur football clubs operating in the province of Karabük. The data obtained from the interviews were analyzed using content analysis, and the findings were structured through codes and themes. The research findings were grouped under three main themes: (1) The economic difficulties faced by sports clubs, (2) strategies for coping with economic difficulties, and (3) sponsors' expectations and demands from clubs. Among the most fundamental economic problems faced by clubs are athlete expenses, transportation, and equipment procurement. To address these issues, clubs resort to strategies such as seeking sponsorships, building relationships, fundraising, and increasing local ownership through the club's name. Sponsors, on the other hand, prioritize factors such as athletic success, financial transparency, a positive public image, and social media visibility. This study fills a gap in the literature by examining the sponsorship processes of small-scale sports clubs and provides practical recommendations to enhance the sustainability of local sports structures.

Anahtar Kelimeler

• Sponsorship
• Small Business
• Football
• Economic Challenges

YEREL FUTBOL KULÜPLERİNDE EKONOMİK ZORLUKLAR VE SPONSORLUK SÜRECİ: KÜÇÜK ÖLÇEKLİ BİR İNCELEME

Öz

Bu araştırmanın amacı, küçük ölçekli spor kulüplerinin sponsorluk bulma süreçlerinde karşılaştıkları ekonomik, kurumsal ve iletişim temelli zorlukları ortaya koymak ve bu zorluklara karşı geliştirdikleri stratejileri incelemektir. Çalışma, kaynak bağımlılığı teorisi çerçevesinde yapılandırılmış olup, kulüplerin dış kaynaklara olan bağımlılıklarını ve bu bağımlılığı yönetme biçimlerini anlamaya odaklanmaktadır. Araştırma, nitel araştırma yaklaşımlarından olgubilim desenine göre yürütülmüş ve Karabük ilinde faaliyet gösteren altı amatör futbol kulübü başkanıyla yarı yapılandırılmış görüşmeler yapılmıştır. Görüşmelerden elde edilen veriler içerik analizi yöntemiyle çözümlenmiş, kodlar ve temalar aracılığıyla bulgular yapılandırılmıştır. Araştırma bulguları üç ana tema altında toplanmıştır: (1) Spor kulüplerinin yaşadıkları ekonomik zorluklar, (2) ekonomik zorluklarla başa çıkma stratejileri ve (3) sponsorların kulüplerden beklenti ve talepleri. Kulüplerin en temel ekonomik sorunları arasında sporcu giderleri, ulaşım ve malzeme temini öne çıkmaktadır. Bu sorunlarla başa çıkmak için sponsorluk arayışları, ikili ilişkiler, bağış toplama ve kulüp ismiyle yerel sahiplenmeyi artırma gibi stratejilere başvurulmaktadır. Sponsorlar ise sportif başarı, finansal şeffaflık, olumlu kamuoyu imajı ve sosyal medya görünürlüğü gibi unsurlara önem vermektedir. Çalışma, küçük ölçekli spor kulüplerinin sponsorluk süreçlerini anlamaya yönelik literatürdeki boşluğu doldurmakta ve yerel spor yapılarının sürdürülebilirliği açısından uygulayıcılara yol gösterici öneriler sunmaktadır.

Anahtar Kelimeler

• Sponsorluk
• Küçük İşletme
• Futbol
• Ekonomik Zorluk

Kaynakça

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