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Sport sponsorship: case study of Audi
2004 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to gain a deeper understanding of how a company use sponsorship of sporting teams as a strategic tool in its marketing program. In order to fulfil this purpose the research explores, describes and tries to explain a company’s objectives with sport sponsorship, the selection of sponsorship objects and finally a company’s evaluation of sponsorship activities. A case study of a company in the automobile industry is conducted where the aspects of their sponsorship of the Swedish alpine skiing team are studied. Several objectives with sport sponsorship can be identified. Furthermore, the study shows that companies go through a certain selection process in order to find a sponsorship that can convey their message. The research also revealed the useage of different evaluation methods when measuring sport sponsorship results. Finally, the research presents our conclusions and implications for theory, management and future research.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, sport sponsorship, sponsring
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44128ISRN: LTU-SHU-EX--04/143--SELocal ID: 1ee89590-d52f-4059-801e-514d3c6eff25OAI: diva2:1017403
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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