Sport Beyond Sponsorship | Berna Oskay & Pınar Pehlivan | Brand & Sports Summit

At the Brand & Sports Summit, held on February 5–6 at Kadıköy Paribu Art, we explored sport not merely as a sponsorship channel, but as an integrated pillar of corporate culture, employer branding, and long-term brand strategy. In the session titled “Creating the Future: Game-Changing Brand and Talent Investments in Sport,” Berna Oskay, Deputy General Manager Human Resources at Corendon Airlines, and Pınar Pehlivan, Senior Corporate Communications & Marketing Manager, shared how sport has evolved within Corendon from a communication tool into a lived organizational experience. 💬 In this episode, we discuss: • Sport as a driver of corporate culture • The role of sport in employer branding strategy • Gen Z expectations and experience-driven workplace models • The transformation from traditional sponsorship to strategic partnerships • The value of data-driven collaborations in sports marketing • Building emotional connections in global markets through sport • The EuroLeague Antalya case as a destination-driven activation example • How sport unites multicultural teams under a shared purpose At Corendon, sport is positioned not as a showcase, but as a long-term value ecosystem—strengthening employee engagement, resilience, cross-cultural collaboration, and brand authenticity. Beyond visibility, the focus is on sustainable partnerships, shared DNA, and meaningful experiences that connect people, destinations, and communities. We are proud to have contributed to this inspiring gathering and extend our thanks to all organizers and participants. 📢 Don’t forget to subscribe to our channel for more exclusive conversations from the world of sports and business: @CorendonAirlines Follow Corendon Airlines on Social Media 🔻 Instagram: instagram.com/corendonairlines 🔻 Twitter: twitter.com/Corendon_Air 🔻 Facebook: facebook.com/corendonAirlines 🔻 LinkedIn: linkedin.com/company/corendon-airlines 🔻 TikTok: /corendonairlines 🔻 Instagram (Sports): /corendonsports 🌐 www.corendonairlines.com ⏱ Timestamps 00:00 Opening & “Creating the Future” introduction 02:10 Sport as a pillar of corporate culture 04:20 The impact of sports background in recruitment 06:05 Gen Z expectations & Team Corendon 08:15 Employer branding beyond visibility 09:50 From sponsorship to strategic partnership 12:40 EuroLeague Antalya activation case 15:40 Global market growth & sports investments 18:30 Destination-driven sports marketing strategy 21:50 Cappadocia & year-round destination vision 22:30 Closing remarks #BrandAndSportsSummit #CorendonAirlines #EmployerBrand