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It is very important for the club's image and future whether the columns about the clubs are positive or negative. In order to investigate this situation, in this study, the status of being mentioned together with positive and negative concepts in the sports columns of 4 biggest clubs and their effects on the club image were revealed. The study was conducted with 9862 columns retrieved from 52 sports columnists of 5 newspapers with highest circulation, published between 2017-2021, including Fenerbahçe, Galatasaray, Beşiktaş and Trabzon within its content. It was used Natural Language Processing techniques and the software developed in C# language in Visual Studio environment in all of processes. The statuses of mentioning 19 positive meta-concepts with 42 sub-concepts and 23 negative meta-concepts with 62 sub-concepts together with the clubs in the columns were determined by developed software. It was seen that the most mentioned 3 positive concepts are "respect, friend, justice" with 4 clubs in different order and the least mentioned concepts are "compassion, kindness, gentle" in the same order. Conversely, difference was found out in clubs regarding the most and the least mentioned 3 negative concepts. The most and the least mentioned negative concepts with clubs are as follows respectively: Fenerbahçe "fight, anger, enemy" and "wild, slang, deception"; Galatasaray "insult, fight, enemy" and "slang, wild, provocation"; Beşiktaş "unfair, fight, anger" and "slang, wild, hooligan"; Trabzonspor "unfair, fight, anger" and "slang, provocation, wild". However, it was found out that the positive concepts are used more than negative concepts in columns. It was evaluated that the corporate image and respectability of the clubs which are mentioned with positive concepts can increase, and that the clubs which are mostly associated with negative concepts, can damage the club image for many years by having a negative place in the minds. [ABSTRACT FROM AUTHOR]