Football Culture and Sponsorship from the Perspective of World Cup Concept

Abstract

The World Cup, which was firstly organized in 1930 by the efforts of Jules Rimet, the head of International Football Federation (Fédération Internationale de Football Association - FIFA) and became a significant event in the world agenda from the date of first organization, is one of the most important events of the football background. The world cups taking part among the most important sportive activities together with the Olympics Games, are supported by the comprehensive marketing communication campaigns of today and attract great attention of people. The World Cups that capture the imagination power of a world, once of every four years thus promise a great pleasure of watching which can be assessed as the most important proof representing that the football can not only be considered as a football activity. Since the world cups which based on presenting the world football to the masses and are organized depending on a planned schedule is such a current event, they also become an effective tool involved in the sponsorship activities. In respect of such meaning, it can be possible to qualify the World Cups that is taking part among the most excitement events of the world as a platform enabling the organizations to reach the potential and present customers through an effective communication tool as well as an effective concept towards the sponsorship activities. Uluslararas Futbol Federasyonu (Fédération Internationale de Football Association - FIFA) Ba?kan Jules Rimet'in giri?imleriyle ilk kez 1930 ylnda düzenlenen ve o günden bu yana dünya gündemini me?gul eden Dünya Kupalar, futbol tarihinin en önemli etkinliklerindendir. Olimpiyat ile birlikte en önemli spor organizasyonlar arasnda yer alan Dünya Kupalar, günümüzde kapsaml pazarlama ileti?imi kampanyalar ile desteklenmekte ve kitlelerin yoCun ilgisini uyandrmaktadr. Her dört ylda bir dünyann hayal gücünü esir alan ve izleyicilere büyük bir seyir keyfi vaad eden Dünya Kupalar, futbolun sadece futbol olmadCnn en önemli kant olarak deCerlendirilebilmektedir. Dünya futbolunu örgütlü bir ?ekilde pazarlama ve kitlelere sunma temeline dayanan Dünya Kupalar'nn bu denli gündemde olmas, sponsorluk faaliyetlerine yönelik etkili bir araç olarak kullanlmalarn beraberinde getirmektedir. Bu anlamyla dünyann en heyecan verici olaylar arasnda yer alan Dünya Kupalar'n, örgütlerin farkl ve yoCun ilgi çeken bir kanal araclCyla mevcut ve potansiyel mü?terilere ula?malarna olanak veren bir platform olarak nitelemek ve sponsorluk faaliyetlerine yönelik etkili bir açlm olarak ele almak mümkündür.