FINANCE-BASED BRAND VALUE MEASUREMENT OF SPORTS ACTIVITIES SECTOR COMPANIES TRADED IN STOCK ISTANBUL 100: HIROSE METHOD

Abstract

The aim of the study is to determine the brand values of Turkey’s four largest football clubs ¬-Galatasaray, Fenerbahçe, Besiktas, and Trabzonspor- whose shares are traded in Borsa Istanbul, using financial data and evaluating the relationship between championship success and branding. Hirose method was used to calculate brand values. The Hirose method was employed to calculate brand values due to its ability to provide objective and reliable results by utilizing quantitative data in the brand valuation process. This method relies solely on financial statement data, ensuring a more impartial valuation by eliminating subjective interpretation in research findings. Financial reports for the 4th quarter of 2018-2022 were used in the analysis. These reports were obtained from the Public Disclosure Platform (www.kap.org.tr) and the official websites of the companies. Although there are studies in the literature on calculating brand value in different sectors using the Hirose method, no prior research has examined the relationship between branding and championship success by determining the brand values of Turkey's four major football clubs. The findings indicate that in 2022, Galatasaray Sportive Industrial and Trade Investement Inc. had the high value. Additionally, Galatasaray was the champion of the 2022 Turkish Super League. The limitation of the study is that the sample consists of only 4 sports companies in the BIST 100 index. The increasing importance of the power of intangible assets such as brands, as required by the corporate governance approach in 21st century companies, underscores the relevance and significance of this research.