A Multi Criteria Decision Analysis Approach to Measure the Effectiveness of Sports Sponsorship

This study offers a model which is able not only to measure the success of sponsorship but also fill the gap of a guide for the decision makers who are about to make sponsorship agreement. It investigates the jersey sponsors of football, men’s basketball, and women’s basketball of three major sports clubs in Turkey. Two separate surveys were conducted in the context of the study. The first was to prioritize evaluation criteria and applied to experts, sports managers, and company executives. The second was to determine the most appropriate sponsorship match between sports clubs and jersey sponsors as perceived by the fans. The fan survey was distributed both print and online, which was also advertised in sports newspapers and forums of fan clubs of the investigated teams. In the proposed model, the importance that was driven from the AHP was used in the TOPSIS method in order to evaluate the sponsorship matches.