Corendon Airlines addressed the transformative impact of sport on corporate culture, employer branding and sports tourism from two different perspectives at Brand & Sports Summit 2026.
Corendon Airlines discussed the transformative power of sport on corporate culture, employer branding, tourism and sports tourism from two different perspectives at Brand & Sports Summit 2026. Speaking at the session moderated by Hürriyet Newspaper Sports Director Mehmet Arslan, Corendon Airlines Deputy General Manager Responsible for Human Resources Berna Oskay and Corendon Airlines Senior Corporate Communications and Marketing Manager Pınar Pehlivan shared the airline company’s “game-changing” brand and people investments in sport.
Bringing together leading professionals from the sports and communications world, Brand & Sports Summit is being held on 5–6 February 2026 at Kadıköy Paribu Art under the theme “Game Changers”. The summit, which builds a strong bridge between the sports and communications industries, also continues to serve as a unique platform where new approaches in the sports world, evolving perspectives and inspiring practices are shared.
Corendon Airlines, the innovative airline brand among the main supporters of the summit, addressed the impact of sport on corporate culture and brand strategies at the session titled “Creators of the Future: Game-Changing Brand and People Investments in Sport” held on 5 February. The session was moderated by Hürriyet Newspaper Sports Director Mehmet Arslan, with Corendon Airlines Deputy General Manager Responsible for Human Resources Berna Oskay and Corendon Airlines Senior Corporate Communications and Marketing Manager Pınar Pehlivan participating as speakers.
Sport as a Cultural Field Experienced Directly by Employees
Stating that sport at Corendon is more than a communication tool and is a living part of corporate culture, Berna Oskay made the following remarks: “At Corendon, we position sport not only as a brand language communicated externally but as a cultural field directly experienced by employees. Our sailing, running, cycling, rowing, basketball and volleyball teams established under the ‘Team Corendon’ umbrella are the most tangible indicators of this approach. Every achievement our teams gain in competitions goes beyond a sporting success; it creates a strong cultural impact that nurtures employee engagement, psychological well-being, resilience and intergenerational connection.”
“Generation Z Looks at What Brands Make People Experience Rather Than What They Say”
Oskay noted that sport at Corendon offers a space that eliminates hierarchies while strengthening solidarity and collective achievement, highlighting that this approach is particularly decisive for young talent. “Generation Z looks more at what brands make people experience than what they say. The consistency between the story we tell externally through our support for sport and the sports teams in which employees actively participate internally makes Corendon sincere and credible. This also creates a strong binding element for our employer brand,” she said.
“At Corendon, Sport Is Not the Showcase of the Brand but the Heart of Employer Identity”
Emphasising that sustainable growth at Corendon is addressed together with people, culture and values, Oskay concluded her remarks with the following words: “We are a brand that offers people not just a job but a rhythm of life. At Corendon, sport is not the showcase of the brand; it is the heart of employer identity.”
Sport as an Integral Part of Brand DNA
Pınar Pehlivan stated that Corendon Airlines positions sport as an inseparable part of its brand DNA and shared the brand’s multi-dimensional cooperation and sports tourism vision. Pehlivan said, “We believe in the power of sport to bring people together. With this belief, we stand by sport and athletes not only in the sky but also throughout all journeys of achievement on earth.”
Contribution to Expanding Türkiye’s Sports Tourism Potential
Expressing that, as an airline of firsts, they deepen their support for sport each year through a multi-partnership model, Pehlivan emphasised that they contribute to expanding Türkiye’s sports tourism potential through national and international agreements. Pınar Pehlivan stated that they carry out projects across a wide spectrum, from collaborations with Górnik Zabrze Football Club and the Polish Golf Federation in Poland, to their partnership journey with Hull City in England; from international golf organisations held in Belek to basketball and football investments in Türkiye.
“We Become Partners in the Transformative Power of Sport”
Referring also to collaborations implemented in Türkiye, Pehlivan said, “We are pleased to continue our support for Antalyaspor’s stadium under the name ‘Corendon Airlines Park’ and to contribute to Corendon Alanyaspor. We crown our sports investments with the projects we implement. In this way, we become partners in the transformative power of sport. In cooperation with Anadolu Efes Sports Club, we brought the EuroLeague excitement to Antalya for the first time. The Anadolu Efes vs FC Bayern Munich match played on 14 November 2025 created an unforgettable atmosphere at the 10,000-seat Antalya Sports Hall.”
“We Continue to Be Present in Every Branch of Sport”
Highlighting investments in sports infrastructure, Pınar Pehlivan noted that facilities such as Corendon Football Center in Antalya Lara and Corendon Tennis Club Kemer increase Türkiye’s attractiveness for international sports organisations. Stating that outdoor sports are also among the areas that Corendon Airlines has long supported, Pehlivan said, “By supporting prestigious organisations such as the Salomon Cappadocia Ultra-Trail® and Tahtalı Run to Sky, we continue to be present in every branch of sport.”
