Change search
ReferencesLink to record
Permanent link

Direct link
Sport sponsorship as a promotion tool: case study of FöreningsSparbanken
2005 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today, as the business climate is getting tougher it has become even more important for companies to reach out and affect their target group. Companies have to be creative when communicating their messages: the media clutter is getting more difficult to penetrate which results in that the promotion strategy needs to be well-reasoned in order to be effective. Sport sponsorship has evolved from once being a charity to now turning into a strategic tool to reach the promotion objectives. This thesis purpose is to gain a deeper understanding of how sport sponsorship is used as a promotion tool. In order to reach the purpose I have stated two research questions: how can the objectives for sport sponsorship as perceived by the sponsoring company be described, and how can a company’s process and criteria used for sport sponsorship selection be described. In order to answer the research questions a case study has been conducted, the company studied is the Swedish commercial bank: FöreningsSparbanken. The findings from the case indicate that the main objectives for sport sponsorship are reaching out to the target group and enhancing the corporate image. When it comes to the process and criteria used for sport sponsorship selection, the findings point to a very well defined selection process with a well-developed follow up procedure. The criteria when selecting an appropriate sponsorship object are that there needs to be a match between the chosen sponsorship and the target group, together with the criterion that the sponsorship agreement must offer spin-off promotion opportunities.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, sports, sponsorship, promotion
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51191ISRN: LTU-SHU-EX--05/111--SELocal ID: 866c6420-4f63-4f89-bd04-27e0308e03c9OAI: diva2:1024555
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

Open Access in DiVA

fulltext(210 kB)0 downloads
File information
File name FULLTEXT01.pdfFile size 210 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link