FINANCE-BASED BRAND VALUE MEASUREMENT OF SPORTS ACTIVITIES SECTOR COMPANIES TRADED IN STOCK ISTANBUL 100: HIROSE METHOD

Öz

The aim of the study is to determine the brand values of Turkey’s four largest football clubs ¬-Galatasaray, Fenerbahçe, Besiktas, and Trabzonspor- whose shares are traded in Borsa Istanbul, using financial data and evaluating the relationship between championship success and branding. Hirose method was used to calculate brand values. The Hirose method was employed to calculate brand values due to its ability to provide objective and reliable results by utilizing quantitative data in the brand valuation process. This method relies solely on financial statement data, ensuring a more impartial valuation by eliminating subjective interpretation in research findings. Financial reports for the 4th quarter of 2018-2022 were used in the analysis. These reports were obtained from the Public Disclosure Platform (www.kap.org.tr) and the official websites of the companies. Although there are studies in the literature on calculating brand value in different sectors using the Hirose method, no prior research has examined the relationship between branding and championship success by determining the brand values of Turkey's four major football clubs. The findings indicate that in 2022, Galatasaray Sportive Industrial and Trade Investement Inc. had the high value. Additionally, Galatasaray was the champion of the 2022 Turkish Super League. The limitation of the study is that the sample consists of only 4 sports companies in the BIST 100 index. The increasing importance of the power of intangible assets such as brands, as required by the corporate governance approach in 21st century companies, underscores the relevance and significance of this research.

Anahtar Kelimeler

• Brand Value
• Hirose Method
• Financial Analysis
• Football Teams
• Sports Companies.

BORSA İSTANBUL 100'DE SPOR SEKTÖRÜNDE İŞLEM GÖREN ŞİRKETLERİN FİNANS TEMELLİ MARKA DEĞERİ ÖLÇÜMÜ: HİROSE YÖNTEMİ

Öz

Çalışmanın amacı, hisseleri Borsa İstanbul'da işlem gören Türkiye'nin dört büyük takımı olan Galatasaray, Fenerbahçe, Beşiktaş ve Trabzonspor takımlarının marka değerlerini şirketlerin finansal verilerini kullanarak tespit etmek ve şampiyonluk ile markalaşma arasındaki ilişkiyi değerlendirmektir. Marka değerlerinin hesaplanmasında Hirose yöntemi kullanılmıştır. Hirose yönteminin tercih edilmesinin temel nedeni, marka değerlemesi sürecinde sayısal veriler kullanılarak objektif ve daha güvenilir sonuçlar elde edilmesini sağlamasıdır. Bu yöntemin, marka değerinin hesaplanmasında yalnızca finansal tablo verilerine dayanmakta olması araştırma sonuçlarında kişisel yorumlardan kaçınarak daha sağlam ve nesnel bir değerleme süreci sunmaktadır. Araştırmada kullanılan finansal raporlara Kamuyu Aydınlatma Platformu'ndan (www.kap.org.tr) ve şirketlerin resmi internet sitelerinden ulaşılmıştır. 2018-2022 yıllarının 4. çeyreğine ait finansal raporlar analizde kullanılmıştır. Literatürde Hirose yöntemi kullanılarak farklı sektörlerde marka değerinin hesaplanmasına ilişkin çalışmalar bulunmasına rağmen, Türkiye'nin dört büyük takımı Galatasaray, Fenerbahçe, Beşiktaş ve Trabzonspor'un şirketlerinin marka değerini bularak marka olmayı şampiyonlukla karşılaştıran bir çalışmaya rastlanmamıştır. 2022'de marka değeri en yüksek şirket Galatasaray Sportif Endüstriyel ve Ticari Yatırım A.Ş. olmuştur. Türkiye Süper Ligi'nin 2022 yılındaki şampiyon takımı Galatasaray'dır. Örneklem sadece BIST 100 endeksinde bulunan 4 spor şirketinden oluşması çalışmanın sınırlılığıdır. Marka gibi maddi olmayan varlıkların gücünün 21. yüzyıl şirketlerinde kurumsal yönetim anlayışının gereği olarak artan önemi çalışmanın amacına yön vermektedir.

Anahtar Kelimeler

• Marka Değeri
• Hirose Yöntemi
• Finansal Analiz
• Futbol Takımları
• Spor Şirketleri.

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