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Möjligheter och problem att få sponsring: En fallstudie i Ghana
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Opportunities and problems to get sponsorship : A case study in Ghana (English)
Abstract [sv]

Jag fick under en tremånadersperiod möjligheten att vara en del av den anrika klubben Accra Hearts of Oak i Ghana. Vid sidan av att genomföra en fältstudie, arbetade jag med att hjälpa klubben med sitt sponsorarbete. Detta var tuffare än vad jag hade förväntat mig, för trots att klubben har miljontals supportrar hade man ändå problem med att knyta sponsorer till sig, vilket resulterade i låga intäkter. Forskningsfrågan jag ställde mig var: Vilka utmaningar ställs en afrikansk fotbollsklubb inför när det gäller sponsring och hur kan de arbeta för att maximera möjligheterna till sponsorer för sin verksamhet? Idrotten av idag har utvecklats till att bli allt mer professionaliserad och kommersialiserad, vilket resulterat i att professionella klubbar har högre omsättning än tidigare. Utifrån min fältstudie har jag granskat olika teorier för att se hur de passar in i en ny miljö utifrån andra förutsättningar då forskning kring sponsring i Ghana är relativt begränsad. Studien visar både den kraft och de brister en klubb får med en enskild ekonomiskt stark ägare, till skillnad från den i stora delar ideella idrotten vi har i Sverige. Den tyder på vikten av goda relationer, att ta vara på sina styrkor samt att odla sin image.

Abstract [en]

During a three-month period, I was privileged to be part of the organization of the honorable football club Accra Hearts of Oak in Ghana. My field study and task assignment was to help the club with its sponsorship work. This was tougher than I had expected. Even though the club has millions of supporters, they still had problems getting sponsors, which resulted in lower income. The research question I asked was: Which challenges do football clubs in Africa face when it comes to sponsorship, and how can they work to maximize the opportunities for sponsors for theiractivities? Sport has evolved to become increasingly professional and commercialized, which has resulted in the professional clubs having higher turnover. From my field study, I have examined various theories to see how they fit into a new environment with other conditions, since research on sponsorship in Africa is relatively sparse. The study shows that the power and lack of a club can get with the help of the owner's finances, separate from the non-profit sport we have in Sweden. It also indicates the importance of good relations, the importance of taking advantage of the club's strengths, and cultivating its image.

Place, publisher, year, edition, pages
2019.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-30440OAI: oai:DiVA.org:du-30440DiVA, id: diva2:1331119
Available from: 2019-06-26 Created: 2019-06-26

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