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Sponsorship evaluation among local sponsors: An exploratory study of the Cross Country World Cup in Ulricehamn 2017
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years, the financial investments into sponsorships have increased. This is also significant on a local level. Both corporations and local authority invest extensively in sponsorships today and a growing interest has risen in sport event sponsorships. Although more financial resources are invested in sponsorships, there is a lack of sponsorship evaluation. There are evaluation methods present, but the literature has neglected to explain how local corporations and local authority evaluates a sponsorship of a international sport event hosted in a local geographical area.

 

The purpose of this thesis is therefore to explore how local authority and corporate sponsors evaluates their sponsorship investment of a global sport event arranged in a local geographical area. The research method of this thesis was qualitative and the primary data was collected by conducting a multiple case study including four local corporate sponsors and one local authority sponsor of the cross-country World Cup in Ulricehamn 2017.

 

The findings revealed that the local corporate sponsors evaluated the sponsorship by using non-numerical, hence intangible metrics, while the local authority sponsor used numerical metrics, hence more tangible metrics. 

Place, publisher, year, edition, pages
2017. , 74 p.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-35784ISRN: JU-IHH-FÖA-1-20170382OAI: oai:DiVA.org:hj-35784DiVA: diva2:1105493
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-06-16 Created: 2017-06-04 Last updated: 2017-06-16Bibliographically approved

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Abrahamsson, AlexanderHöglund, Isak
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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
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Language
  • de-DE
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More languages
Output format
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