IT’d be weird without mcdonald’S

R: No, it’s not ethical for the other one because it pays. And, actually it will probably pay a fortune, so it’s not ethical.

I: Can you see why it happens? Why would it happen? Why would another company try?

R: Because it is a market place now so everyone is competing with each other and they have to, they try to build a price, they are trying to manipulate the people and maybe in that way they can have a right to be their sponsors but I’m not. Does it work?

I: Yeah. Apparently a lot of people are unable to distinguish which one is, so they can’t actually say ‘oh yeah Adidas was definitely…’ so it creates immense…

R: And they are always changing for example.

I: Yeah, that’s right. Both have connections with football, and you might have seen Nike clothes just on the players during the football match so it gets… It’s something that has come up in my reading and I was quite intrigued what people thought of it. In terms of … can a sponsor, or even a football club improve its image by the connection it has with the sponsor?

R: Yes, especially sponsors. Because for example in a football match it is more globalized so even the international audience can see that and it’s much more broad so they don’t even need another commercial on TV to make their name more famous. It’s enough to be seen in that stadium or on front of the football players.

I: Yeah, OK. Do you think it matters the more famous the football team the more improvement in image?

R: Yes. It will improve.

I: How can that be a problem would there be any problems? Can it cause a problem with the image if one of the …. There was a case between Manchester United and Liverpool last season where Luis Suarez, he’s from Uruguay, he racially abused Patrice Evra of Manchester United. Do you feel that would have affected Liverpool’s sponsors because they have a connection with Liverpool. Do you think that would have affected their image?

R: Yes.

I: OK.

I: OK. But there has been big cases of that in Turkish football the last season.

R: Yes, and we were not accepted to the Championship so at that time, most people know… I talked about a company and their administrator is also Fenebache’s administrator and when people see that they think that Fenebahce is not fair and they did something wrong so, he is included in the thing incidence, he made a corruption too his company’s value in the market started to decrease as well as, because Fenebahce is now a company – all the teams are companies now also – and if there’s something wrong with them their values, their stocks decrease and that was the case for the company too. They, the people think that the cheaters company.

I: And, therefore Fenebache’s image suffers as well of course ….

R: And if, for example, that company’s clothes are not good because they are normally qualified and there’s a locality and it’s not good so they don’t trust the company so people may think – not for Fenebahce – but for the other teams, the smaller teams the people can think that the team has no money we can see that because the sponsor is that so the team has no money so how can the team buy players salary so they are not going to be any good players because they cannot pay.

I: That’s great. Talking about sponsors and the links that they have with the … should there be a definite link with the sponsor and the team in a sense of, do you think some products work better than with a more obvious connection with football for example than others?

R: Yes. A concrete link makes the sponsor more valid and more solid.

I: Yeah, OK. Brilliant. So, for example … beer is often considered a sensible link between because some people do drink [during a football match]. What if that was a popcorn company or crisps would that be a problem? Because you might enjoy crisps or peanuts when you’re watching a match. Do you think that would still work out or…?

R: Yes. I’m not sure… When you’re talking about this I just remembered an advertisement – I’m not sure what team – but the whole people with their wives and men are taken to a concert – a classical music concert – they are forced to watch the boring concert and the commercial comes up so it really works, if they consume that while they are doing the thing.

I: But in football is there anything in a football sense in terms of sponsoring a football team that is off limits is there things now, because there’s so much sponsorship in football are there any limits, well, except tobacco because that’s illegal but do you think there are any sponsors that would be strange for a football team? It’s a very broad question … I was just wondering?

R: I don’t think so. Because they are human too they use all the stuff that we use so anything can be relevant.

I: Brilliant. Very good. I’m a Tottenham fan and our big rivals are Arsenal, they’re in the same part of North London and I don’t really like them to be honest! I found out during my research that Carlsberg is the official beer of Tottenham and they advertise the fact but they are also the official beer of Arsenal. And also EA Sports are official partners of both teams as well. Now, I don’t know who Fenebahce’s rivals are but I assume you have a big rival. Who is…?

R: Yes, Galatasaray.

I: OK, I could’ve guessed that but I didn’t want to just… If a Turkish beer company was sponsoring both of those and they said they were the official beer of both teams do you think that would…? Is that a problem?

R: Yeah unfortunately they have all the same sponsors now. I don’t like it really! I don’t want to share everything with them!

I: OK, so how far does same sponsors go? Is it the shirts?

R: The same. Exactly the same.

I: OK. Wow. Are they based in the same city – excuse my lack of knowledge?

R: … Both teams are in the same city … they use the same companies, also the communications company.

I: So you’re not happy with that but would it be enough to…?

R: Actually, for example, I don’t like the company. That company is… I don’t like it, let’s say and I don’t like that even Fenebahce uses it but it has actually given lots of money, so they have to use it. One of the [companies] that reaches the most people. It’s not the biggest but it has so much money, so they have to. I can understand, but I don’t like that.

I: … Would it affect your behaviour towards that communications company?

R: Err, no. Actually I am using that communications company. But the other company I hate it and I never buy any products of that company…

I: Because of their…?

R: Because I don’t like the company. There was some events with their administrators so I don’t like to give them money but when I’m supporting Fenebahce or I’m paying for their match I’m actually giving them money but I can’t do anything for that. So I wish they use another sponsor.

I: So, although you want to support Fenebahce you have problems by giving money to Fenebahce you’re sort of supporting this communications company that you don’t like.

R: For example that company – the communications company –I like that company I use their operator but the other company that produces, their products are food or some stuff I don’t like it.

I: Sorry, which one is also the Galatasaray sponsor?

R: Both.

I: OK.

I: In Turkey, well, in Britain at least they’re only allowed one sponsor on the shirts, in Turkey are there lots of sponsors on the shirts or is it just one.

R: … One. I think one. Last year it was the communications company and I don’t know now, but in Turkey in basketball the things are different. I don’t know if in Britain it’s different.

I: Basketball’s not that big in Britain.

R: And the teams are named with the sponsors. So the basketball team of Fenebahce is Fenebahce Ucas. … There was a team FF Bisan - it’s a beer company and it was a name of the team. But now its name has changed by force I’m not sure. For example there is a milk and cheese company called Pinace another team combines the name its name is Pinaceaca. Sponsors became partners of the team, especially in basketball. And I think in volleyball too.

I: OK. But, in football the teams don’t change the names. Has that ever happened?

R: No. … There was actually some factories… technological company has given its name to a football team but later they actually, for a long time they were like that, but now they just remain the football team’s [name].

I: Talking about domestic and international sponsors. We’ll use Fenebahce, if a Turkish company came in or an international company, who would you prefer to sponsor Fenebahce a Turkish company or an international company?

R: If it is not a bad company that I do not like I would prefer a Turkish company, but, of course, it’s image would be much more better with an international company.

I: Why is that?

R: Because they are much [more] broad. Just for the beginning when people see an international company they think ‘oh, wow!’, but, in the long run if a Turkish company do that it will rise its image and it will be better.

I: Brilliant. That was the last question.… This goes back to the Tottenham programmes. … I’m just going to show you two things here. One of these sponsors the Premiership in England. Five high street banks in Britain. It appeared in the programme. I’m just wondering if you remember or know which one.

R: I know HSBC because we have it too! But I’m familiar with Barclays.

I: OK. Have you ever been to Britain?

R: No.

I: OK. So what would your answer be in terms of who sponsors the Premiership?

I: Which one?

R: Barclays.

I: And it is Barclays. And the next one … One of these is the main sponsor of Tottenham which was also in the programme.

R: I don’t know. Carlsberg!?

I: It’s actually Autonomy. … They are a technological company and you can use this [the logo] as a scan code for your smart phone and if you scan this you get extra exclusive content … and it works on your shirt as well. You can scan the shirt and it…

R: That was good.

I: Yeah. They’ve made quite a thing of it but no one has been able to … interesting. But Carlsberg, other people have said Carlsberg and I think it’s because people connect Carlsberg with football and I think it’s just a process that your brain …

R: Thinks about it.

I: That was it. Thank you.

I: Right first off, I’m a Tottenham fan and I’d like you to look through them. This is from last season this one is from this season for a minute or so and I‘ll ask you some questions at the end.

R: OK. Well, I’m a Chelsea fan so the first page is Tottenham – Chelsea!

I: Oh dear! How long have you been a Chelsea fan?

R: Since 2004… I’ve been to a Chelsea match only once, when they were playing a local team in the Champions League.

I: In Bulgaria?

R: Yes. … They were playing my Bulgarian favourite team and it was epic.

I: I can imagine. What was the score?

R: Err, 3-1 to Chelsea and the second game in London was, like, 2-0 to Chelsea but I was really glad I saw both teams, that happens once …

I: Once in a lifetime.

R: Yeah!

I: Yeah, Tottenham played the Aalborg team but it was in the UEFA Cup when they only had five matches where three were at home and two were away so they played in London unfortunately so I couldn’t get to see it unfortunately. But that would have been … I was pretty gutted actually.

R: Yeah.

I: It only happens once or twice in a lifetime.

…

R: 40 years old [referring to Brad Frediel, one of Tottenham’s goalkeepers].

R: That’s a pretty big number. Is he actually the first keeper?

I: Yeah, at the moment because he’s playing so well, even though we’ve got the French number one keeper now. We bought him for about 12million pounds but he can’t get a game. That’s all right for the future.

R: This is from last season right?

I: Err, yeah.

…

R: Did they play yesterday actually?

R: Chelsea only? No, Manchester United.

I: Manchester United played as well and Arsenal. It was a big night.

…

R: Oh, by the way I saw Tottenham played [Manchester] United. They won. That was epic! I really hate United.

R: It was epic. I was so excited because United were playing catch up.

I: It’s been a long time. We’ve been winning before at half time and I just couldn’t cope with another disappointment like that. It was fantastic. It was a really good sign. Although United are a bit dodgy this season. So, we’ll see.

R: Yeah, we’ll see.

I: Then again, we always say that and they always come good in the end.

R: That’s like, they won but it was only one goal behind.

I: Yeah.

R: It’s a cool magazine.

I: Yeah, it’s not bad.

R: Should I open this one as well?

I: Yeah, just flick through it mate see if you notice anything different.

R: Are you alright with Villa-Boas [the new Tottenham trainer]?

I: Yeah, yeah. I think he’s…

R: He couldn’t quite manage the Chelsea dressing room [previously he was Chelsea’s trainer but got fired after eight months].

I: Chelsea’s dressing room is a strange place. I think Tottenham’s is a better place for him to go to, and I think, from what I understand he’s done a better, he’s doing really well and the players respect him.

R: He’s really clever by the way. A really smart man.

I: Definitely.

R: I don’t know why he couldn’t do anything at all.

I: At Chelsea he had problems with the older players I think. It’s going to be a very difficult process to get them out and …

R: well, they’re out now, but it’s too late.

I: Yeah, they’ll still there but they still have the same influence even though they’re not part of the regular team. It’s quite strange.

R: There was no respect for him.

I: Yeah, that’s right. He was about the same age as some of them so they must be a bit strange.

R: I was hoping he would leave England after that because I was thinking nothing good was waiting for him, but, I don’t know, he could do fine in Tottenham if they give him a chance.

I: Yeah, that’s the main thing they have to. He’s doing alright so far. … We’ve got some great players … as Chelsea have of course.

…

R: OK. That’s good stuff really.

R: They’re called Levski. They don’t have much chance in the Champion’s League, but that game I went to was a really rare thing that actually a Bulgarian team was in the group stage so it was…

I: And your team as well, that’s just fantastic.

R: As I was telling you about, it was once in a lifetime because they are really weak are local team, so that was cool.

I: That’s wonderful. Good stuff. In terms of matches, do you watch a lot of matches during the week?

R: I try to watch Manchester’s [United] as much as possible and I watch Chelsea games every week whenever possible, and Premiership, each week I try and to see the more interesting games in the top five for example. And, as well some Spanish football, but mainly Barcelona, Real Madrid matches.

I: Yeah, fair enough. When you’re watching these matches do you watch them on your own or do you make a point of watching it with mates or…?

R: It’s different every time. Usually back at home if there’s a big game coming up like for Champion’s League or something like that we would almost always go to some pub.

I: In Bulgaria you mean?

R: Yeah. But here, in the start I didn’t have any proper connection to get some streaming so I couldn’t watch anything and once I got an internet connection properly I keep track of almost everything. Still I haven’t watched a game here in Denmark live but I’m looking forward to it. I’m trying to get some people around to go to pubs.

I: In the sense of what you would have done in Bulgaria, watching it in a pub or…?

R. If you mean live, like go to a real match I think that’s a bit harder because destinations for the matches are really far away. I mean for the matches I am interesting in…

I: Yeah, of course. … Brilliant. So when you, … obviously you know it’s about sponsorship, but talking about commercials when you’re watching a film or a television programme – that’s both here and in Bulgaria – what do you do when commercials come on? Or when you’re streaming and a commercial comes on?

R: There’s the usual thing of going for a snack or going to the toilet or something! I’ve seen a lot of good commercials during the breaks for, talking about the streams mainly, because local TV back in Bulgaria I know most of the commercials but, what was it about? I think Heineken have a lot of commercials and Carlsberg for instance, so, I don’t know, while I’m waiting for the analysis at half time I tend to cope and watch the advertisements but I don’t really remember most of them probably.

I: But, as you were saying, you don’t miss the analysis just a short amount of time.

R: At least I want to see the most interesting moments, the goals.

I: They’ll have a commercial break and then suddenly a commercial break so you’re…

R: There were times when I would get really annoyed that there were lots of commercials and I had the feeling that the match had already started in the second half, and they’re still showing commercials and they switch to the football game and it’s two minutes in.

I: Wow!

R: Yeah, that sucks.

R: Yeah, but still they weren’t Bulgarian commercials. … There not actually Bulgarian commercials I think. Because I think they’re buying… no, I’m not sure what the idea is.

I: When was this? What type of match was it?

R: With the delay? This has happened once or twice.

I: What type of matches were they?

R: Erm, Premiership. The thing is in Bulgaria they only show Premiership matches. No FA Cup, Carling Cup, oh and Champion’s League as well. But they are mostly international commercials by the way. So, I was really amazed because the channel actually, our local televisions, I think they buy the signal. Yeah, I’m sure they do, and they buy the commercials as well I think. Yeah, I’m sure they do. In order to show them. And I was amazed because this wasn’t a Bulgaria thing it was actually the Premiership sponsor commercial choose were given more time, like two minutes more. But, as I was saying it wasn’t a regular thing.

I: Yeah, but that’s not good at all. I’d never even heard of that sort of stuff. When we talk about sponsorship how would you describe sponsorship? What is your understanding of it to mean?

R: Well, err, everything has to be sponsored in order to happen, especially expensive organisation like the Premiership. I mean to organise the whole event. I’ve been thinking about the whole scale of how massive everything is and the amount of money that’s needed to support all this. So sponsorship, I think, at least for the Premiership teams, they have really, really powerful sponsors they’re all like big important companies and … yeah it has to be like that because it requires a lot of money.

I: Brilliant. Brilliant. Do you think it works? Do you think sponsorship works?

R: I think it really works because it’s a very … I think it’s profitable.

I: Who does it work for?

R: Sponsorship?

I: Does it work for both the sponsors and the football clubs in this sense or …?

R: Yeah, yeah, yeah, of course because… take people’s favourite teams they’re actually wearing … I was actually thinking that I was a maniac once about Chelsea and when I saw they were sponsored by Samsung I started browsing Samsung products or whatever and I was considering a Samsung mobile phone…

I: Yeah, yeah, we’ve all been affected by that.

R: Yeah. So it really makes an impression. I was younger then of course but it still now, when I see Samsung I relate it to Chelsea. A separate Samsung ad I think of Chelsea straight away. It’s a thing I like. Before my favourite car brand was Audi and when I actually saw that Manchester United seats [in the dug-out] with the Audi logo I thought ‘damn it!’ and I’m not that fired up about Audi [now].

I: That’s fantastic! Going back to Samsung and Chelsea do you think that is a link that works, that makes sense?

R: To me it does because, actually I’m always thinking all types of advertisements don’t actually work I’m not that affected but it did in this case. It’d a thing that interests me a lot and it actually makes the proper associations in my head in order to browse for Samsung products.

I: … Why is Samsung [a technological company] a good mix for Chelsea or even football?

R: I’m thinking that it could have been anything. I mean it could have been any company and I would have been as interested as I am in Samsung.

I: Simply because of the connection with Chelsea?

R: Yeah. Actually the most ridiculous sponsor is Burger King that sponsors a Spanish team right now in the Primera, and they have these big hamburgers on their shirt, and it’s really ridiculous.

I: Why do you think it’s ridiculous?

R: Because they are playing a very intense sport that requires a lot of fitness and training and they are promoting some food that is not healthy at all.

I: That’s brilliant. But what about beer then?

R: Erm, it could be the same, yeah, beer is not healthy for a sportsperson but erm, beer is the drink of football. All football fans probably most drink beer and get drunk while watching their favourite team etc., and I think this combination is better. It’s more, I think it’s more adequate.

I: OK. Say, if it was, you’re watching a match with some mates and you’ve got some peanuts and crisps what happens if there was a crisp or a peanut company sponsoring a football team? Would that make sense?

R: I don’t know I can’t really relate football sponsorship with any kind of food by the way…

I: Why is that?

R: I don’t know, it’s kind of err, I don’t know, I have no idea. Probably any other drink other than beer, it all works but I don’t know. It’s kind of strange.

I: That’s interesting. That’s brilliant. … We’ve talked a little about sponsorship memories in the sense of the Chelsea-Samsung thing … and in a sense through their connection with Chelsea you were saying, in a sense, any sponsor, even if it hadn’t been Samsung, because of the sponsor’s connection with Chelsea it made you interested.

R: Actually, yeah. I am thinking right now if Burger King sponsored Chelsea what my reaction would be….

I: Yeah. Yeah.

R: But I think it wouldn’t be that positive but again I would probably be more informed with Burger King.

I: Just because of the… [potential connection with Chelsea]. That’s brilliant. … If you were interested in a sponsor say, Audi isn’t a good example because of their connection with Manchester United, but, I don’t know, your favourite Bulgarian beer or something that you really like back home, if they sponsored a team or an event would that make you want to go to the event or…? Just because your favourite…