12 Giant Men: As a Successful Practice for the Sport Sponsorship
Articles > Article · 2006
Authors: Şadiye Emet GÜREL
Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, International Refereed University Journal, International, EBSCO, 2006, vol 8, pp 180-192
Summary
<p style="text-align: justify;">Sports play a significant role in the development of societies and in the introduction of countries as an important resource enabling the organizational management to exhibit the social responsibility understandings and to achieve the sponsorship activities. Sports is in such a point that it can be used for the purposes such as reaching the target audience, drawing the attention to the organization and the brand and having an impact on sales as a concept of social reality constituting the focal point of the sponsorship activities. The campaign of 12 Giant Men, which started when Garanti Bank became the main sponsor of A National Basketball Team, can be considered as an important case study in respect of the marketing communication discipline. It is obviously seen that the said 12 Giant Men Campaign, which may be qualified as an effort with the purpose to take benefit from the popularity of sport and a successful marketing communication strategy designed by Garanti Bank on the basis of social responsibility awareness which has provided the Turkish basketball and Turkish public with many benefits. By relying on these facts, this study involves a detailed analysis of 12 Giant Men Campaign that creates an outstanding model guiding the organizational management as a successful marketing strategy of communication and at the same time offering Turkey the opportunity to integrate with the contemporary and global thought on contemporary bases.</p> <p style="text-align: justify;"><strong>Key Words:</strong> Marketing Communication, Sponsorship, Sports Sponsorship, Basketball, Garanti Bank, 12 Giant Men.</p>