Swedish Football Clubs: A study of how to increase the revenues in Allsvenskan
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
The focus of the thesis is how football clubs can increase their revenues through brand equity and different marketing activities. The purpose is to develop a professional attitude towards football brands among the Swedish clubs and to increase the awareness of aspects possible to improve. Due to current regulations the Swedish league differs in some aspects from other leagues in Europe. Therefore this thesis will provide guidelines of how Swedish football clubs could increase their revenues. The theoretical framework includes concepts such as brand equity, stakeholders and the European revenue model. In addition to this a general discussion about sport marketing and its differences from regular marketing will be provided. In order to answer the main research question; "How can Swedish football clubs increase their revenues through marketing activities in order to keep a competitive squad?" interviews with people associated to Swedish football have been conducted. Different aspects have been identified that will provide the Swedish football clubs with important insights of how to improve their revenue stream. Recommendations will be given of how to proceed with increasing the clubs revenues.
Place, publisher, year, edition, pages
2011. , 100 p.
Swedish football clubs, Brand equity, Spectators, Sponsors, Investors, Revenue model, Sport marketing, Increasing revenues, Merchandising, Attendance
IdentifiersURN: urn:nbn:se:lnu:diva-12156OAI: oai:DiVA.org:lnu-12156DiVA: diva2:420926
Subject / course
Business Administration - Marketing
Growth Though Innovation and International Marketing, Master Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Jansson, Hans, Professor