Title: A CONCEPTUAL ASSESSMENT OF SPONSORSHIP ACTIVITIES AND MACRO ELEMENTS AFFECTING SUCCESS IN FOOTBALL
Abstract: Football is an important sport that today attracts large audiences. Because of this interest in football, this sport has been the subject of academic studies of many disciplines in the Social Sciences. However, it is considered in the context of football sponsorship, especially in public relations, marketing and Communication Studies, and research is carried out on it. As is known, sponsorship activities are an important application used for different goals and goals in communication strategies for businesses. Today, when we examined the areas where businesses will be carried out for sponsorship, sports fields, in these fields, especially football, offering significant opportunities for businesses and is a sport that is effective in reaching their target audience. In this study, the focus was on the dynamics affecting success in sponsorship practices in football for businesses. The main aim of the study is to contribute to the literature by making a conceptual assessment of the main factors affecting success in football sponsorship studies. In this context, the literature review method was used in the study. Businesses that will make it work sponsorship in football as a result of the assessment of the key points that need to be careful: the target audience of the media in determining the interest in football sponsorship activity, which will be the determination of the interest in football, sponsorship or support will be given, which will be supported football club football player's image as a type of activity, and finally discussed and evaluated.