TURKISH AIRLINES has extended its sponsorship of World Archery for the next two years.
Coinciding with the organisation’s rebranding from the International Archery Federation (FITA), the renewal will see Europe’s fourth largest airline operator support the sport until March 1, 2014.
A partner since 2006, Turkish Airlines will receive extensive branding rights at World Archery events including the sport’s flagship competition, the Archery World Cup, which was most-recently staged in Istanbul.
Turkish Airlines is one of six corporate partners of the federation along with Kia Motors, Spor Toto, Longines, DHL and Tfors Events.
Partnering with World Archery forms part of the airline’s wider strategy to use sports sponsorship in its quest to become a truly global brand.
Already a sponsor of European football giants Manchester United and FC Barcelona, as well as the title sponsor of Euroleague basketball, Turkish Airlines is looking towards American football and cricket for further sponsorship opportunities.
“Anything high-brand, both inside and outside sport, we want to approach,” Turkish Airlines CEO Dr Temel Kotil told Frontiers’ sister publication SportBusiness International in February.
“We are trying to build a strong network of partners, including sports properties, which are internationally renowned as being world class. It’s a big statement but we want to be the biggest airline in the world.”
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG