Discover how Türkiye Sigorta studies highlight the growing passion and development of basketball culture across Turkey.
Recent comprehensive studies commissioned by Türkiye Sigorta reveal a remarkable increase in the popularity of basketball across the nation, alongside deepening loyalty toward the national teams. Nearly half of the survey respondents stated that they regularly follow the A National Basketball Teams, while the majority indicated that their enthusiasm extends to additional leagues beyond national competitions.
The brand, serving as the main sponsor of the Basketball Super League, Turkish Basketball League, and both the Women’s and Men’s National Teams, collaborated with ERA Research & Consultancy to analyze basketball viewing habits and sponsorship perceptions in Turkey. Through telephone and face-to-face interviews conducted across various demographics, the survey shed light on both fans’ engagement with the sport and their awareness of Türkiye Sigorta’s sponsorship impact.
According to the findings, 45% of respondents follow the A National Basketball Teams regularly, while 55% also watch other leagues in addition to national games. Impressively, 82% of these viewers keep up with the Basketball Super League. Most audiences—around 77%—reported watching men’s national games primarily via television, while 62% preferred online streaming platforms. A smaller portion, approximately 4%, enjoyed matches on public street screens, reflecting the expanding accessibility of the sport.
The second part of the research explored how national team sponsorship influences Türkiye Sigorta’s brand image. An impressive 69% of participants recognized the company as the official sponsor of Turkey’s Women’s and Men’s National Basketball Teams, a factor that significantly enhanced trust and approval. Among those aware of the sponsorship, overall brand favorability climbed to 79%.
Furthermore, 65% of respondents said that Türkiye Sigorta’s visible support for national teams positively shaped their opinion of the organization. Many cited reasons such as the brand’s identity as a domestic and national institution, its active contribution to Turkish sports, and its enduring commitment to basketball. Notably, these positive perceptions also extended into employment preferences—63% of participants stated that the sponsorship would influence their consideration of Türkiye Sigorta as a workplace, increasing to 75% among those familiar with the campaign.
According to Selda Çamlıbel Özkoyuncu, Director of Corporate Communications and Brand Management at Türkiye Sigorta, the research demonstrates the tangible social value of strategic sponsorship. She emphasized that the organization views its investment in sports as an extension of its national duty, saying, “Our findings remind us that the love for basketball and the pride in our national teams continue to grow. Türkiye Sigorta’s involvement has reinforced our image as a reliable, local, and sport-supportive brand.”
She added that long-term and sustainable support for basketball remains part of the company’s strategic vision. Türkiye Sigorta aims not only to uplift Turkish basketball but also to strengthen the sense of national unity and enthusiasm through every sponsorship endeavor.
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