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Sponsorship Agreements of Turkish Airlines - Dissertation Example

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The paper demonstrates the stages of progression in relationship building through sponsorships apart from tangible benefits. While event sponsorships are an effective way of building strategic relations, political constraints and external pressures make it an embryonic study to be explored further…
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Sponsorship Agreements of Turkish Airlines
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Download file to see previous pages The intention of this study aviation industry that characterized by financial crisis arising from oil prices, augmenting competition, decline in fare rates, changing consumer expectations and political and economic constraints. Under such turbulent environment, one airline company, which has showed signs of constant growth and responsive marketing, is Turkish Airlines. Turkish Airlines was established in the year 1933 with an initial aircraft fleet of only five. However, with its strategic approach and aggressive marketing tactics, it very soon grabbed the status of a 4-start company with a jaw-hopping 144 aircraft fleet running across 166 destinations. It also bagged the Award of Best Airline in Southern Europe. It also signed sponsorship agreement with Manchester United as an extension of its sponsorship activity and will serve as the medium of travel for players and officials for three and a half years. Despite less connection between Manchester United and Turkish Airlines fleet and destinations, its officials remark the deal as one step ahead in contributing to their brand value and demonstration of quality and service in their offerings. However, rumours are rising on the Club’s intention of sailing through their debt position with the help of this deal and no promising advantages accruing to the Airlines in return. The national airlines company of Turkey, Turkish Airlines’ moves to participate in the sponsorships for the golf events to be held in Turkey is considered another key step for the marketing of its brand. The airlines company has already tied itself with international brands like FC Barcelona and Manchester United for its sponsorship events in the field of football. Turkish Airlines new sponsorship event was tagged as “Turkish Airlines Challenge” and was tied up with the European Golf event European Challenge Tour. Another sponsor for a sub-event in the golf arena was also done by Turkish Airlines to sponsor the women participation in the golf event. These types of events held at the international level draws in huge crowds and is aired across national and international borders. Thus aiming to sponsor such events signify introducing the company to a ...Download file to see next pagesRead More
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