Turkish companies, which have sponsored Europe's giant leagues and famous clubs from football to basketball, have altered their course toward distant countries and local sports that are not very common in Turkey. National flag carrier Turkish Airlines (THY) sponsored cricket in Ireland and the Beko Netball League in New Zealand, while Damat undertook the sponsorship of an Italian rally, according to a report in the Turkish daily Dünya.
Sponsorship is the most important step in the globalization mobility of Turkish companies. Turkish companies have undertaken the sponsorships of the world's most famous football teams from Barcelona to Liverpool, and the leagues, which are leading European basketball from Italy to Germany. However, new sports have recently been added to these activities, dominated by the trio of football-basketball-volleyball, and most of them are activities that have not attracted much interest in Turkey. The most interesting deals of the Turkish companies, which have undertaken many sponsorships in many countries from New Zealand to Ireland, are cricket and netball, the report in Dünya said.
Cricket and Turkish Airlines
The home of cricket, which is a bat-and-ball game played between two teams of 11 players on an oval field, is the south of England. THY stands out among the Turkish sponsors of this sport, which is not very common in Turkey. It is expected that the THY deal, which has undertaken Ireland's cricket name sponsorship in the Irish League, and which will start next season, will last three years.
"Ireland is a very important destination for Turkish Airlines, as well as all others that we serve," THY Dublin General Manager Hasan Mutlu said. "Turkish Airlines, the airline that flies to more countries than any other airline, this year celebrates its 10 years in Ireland and will continue this growing presence in the region with its commitment and support for the Irish sport."
THY will serve as the jersey-back sponsor of Indy Eleven, which was founded five years ago in Indianapolis, U.S. by Turkish businessman Ersal Özdemir. With the said deal, THY has undertaken the sponsorship of a team headquartered at a destination to which the company has never flown.American football games last 60 minutes in total. Since the games, which consist of four 15-minute quarters and stops when the ball is not in play unlike regular Turkish football, they last approximately two and a half hours.
Netball and Beko
Netball is the most popular women's sport in New Zealand. Known for its similarity to basketball, this sport is played with a basketball or an official netball. The idea of the Beko Netball League was first introduced in March 2015 during a meeting between Beko New Zealand Country Manager and Netball New Zealand. The sponsorship contract was signed in December 2015. Further talks are planned for the extension of the duration of the sponsorship agreement.
Damat Tween, which will support Giuseppe Dettori and Carlo Pisano, two of Italy's most successful rally pilots, this year plans to continue its sponsorship agreements in future rallies. "We continued to support our team, which became successful at a Rally of Vermentino, Sardinia's second most important rally held in April, at Rally Italia Sardegna, one of Italy's most important organizations and one of the most important rallies, in July," Orka Holding Communication Specialist Duygu Demiral said. "By entering the Italian market this year, we established points of sale in nine different cities, including Milano, Genova, Sassari, Varese and Cagliari, at a record pace in nine days."