Sports Policies of Public and Private Sector Banks in Turkey: a Review in the Context of Sponsorship and Corporate Social Responsibility (CSR) Projects

With the increase in interest in sports in recent years, banks' sports-related sponsorship activities and CSR projects have also increased significantly. Sponsorship activities and CSR projects form the basis of banks' sports policies. The aim of this study is to examine the sports policies of public and private sector banks in Turkey in the context of sponsorship and CSR projects.                                              
This research was conducted with a descriptive research model. Within the scope of the research, documents were scanned on the websites of the banks and findings were obtained. In the data collection process, the contents of different websites related to the research problem were also used.
It has been observed that banks in Turkey directly undertook or supported CSR projects focusing on themes such as "Environment and Social Life", "Children", "Earthquake", "Digital Literacy", "Education & Arts", "Barrier-Free Banking", "Financial Literacy", "Entrepreneurship", "Animal Rights", "Women", "Culture", "Health", "Art", "Social Support", "Sports", "Sustainability", "Savings", "Technology" and "Gender Equality". In addition, it can be said that public and private banks provide more support to some sports branches on a branch basis. Private banks Akbank, Sivasspor and TED Open Tennis Organization, Burganbank's Istanbul Cup (tennis), Denizbank's TFF National Team, Euroleague and SEV Volleyball Cup, Garanti Bank's 12 Giant Men Basketball Schools, Women's and Men's Basketball National Teams and Wheelchair Basketball National Team, Ing Bank's Basketball Women's League and Olympic Girls Project, İşbank's Turkish Chess Federation, İşbank Marathon Run,  It has been observed that the Turkish Chess Super League, Ankaragücü and the National Olympic Committee, QNB Finansbank sponsors Trabzonspor, Istanbul Seniers Cup, Finansbank Doctors Cup and Türk Telekom Basketball Team, Turkish Economy Bank sponsors the TEB BNP Paribas WTA Tennis Tournament, Turkish Handball Federation and Turkish Hockey Federation, and Yapı Kredi Bank sponsors the UEFA Champions League. In addition, Fibabank has clubs in chess, Odeabank in bowling and Şekerbank in football, fitness and women's volleyball. Ziraat Bank, one of the public banks, has a volleyball club. The Bank is also the title sponsor of the Volleyball Efeler League and the Ziraat Turkey Cup (football). Vakıfbank has a volleyball club and the women's volleyball team competes in the 'Sultans League'. The Bank is also the sponsor of the Volleyball Sultans League. Halkbank, like other public banks, has a volleyball club. The men's volleyball team competes in the 'Efeler League'. The Bank is the sponsor of the Balkan Volleyball Association and the Volleyball Men's Turkish National Team.  
It has been observed that all banks in Turkey generally support CSR projects and sports sponsorships. One of the remarkable results of the research is that public banks mainly support the volleyball branch compared to private banks. As a result, it is expected that these policies will not only be limited to sponsorships, but will also contribute to the spread of sports to the grassroots, the discovery and development of young talents, the dissemination of sports culture and the improvement of public health. For this purpose, we think that developing comprehensive strategies can contribute more to the country's sports. In this context, banks; In addition to customer retention purposes within the scope of its marketing plans, it is expected to use its financial strengths to support and sustain sports at all levels throughout the country. In this way, we think that public and private banks can provide effective support to standard public power in order to create a sustainable sports ecosystem.