Sponsorship and Brand Identity in Youtube Sports Content: Understanding Perceptions and Representations

Abstract

This study examines how sponsorships in You-Tube sports content influence brand identity and viewer perceptions, focusing on Londra Merkez, a Turkish program under Socrates Dergi. Analyzing 160 episodes and 53,459 comments across Seasons 4-7, it employs qualitative content analysis and NLP-based sentiment analysis to assess sponsorship integration and audience reactions. Grounded in Social Ex change Theory (SET), findings reveal a cost-benefit tension: 56% of sponsorship-related comments criticize ad frequency and intrusiveness (e.g., TikTak) while 26% praise incentives like giveaways (e.g., Y & uuml;zdeY & uuml;z, Socrates App). Authenticity Theory, Uses and Gratifications Theory (UGT), and Kapferer's Brand Identity Prism illuminate trust, viewer needs, and brand positioning dynamics. Highlighting digital sports marketing innovations, social media's role, and brand-sport synergies, this research offers a longitudinal perspective from Turkey's vibrant media landscape. It provides actionable strategies for optimizing sponsorships, contributing to current trends in sports communication and effectiveness.