Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Increasing the Commercial Value of Womens Football Through a Holistic View on Sponsorship: A Case Study on Women's Football in Sweden
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background

Football is the most popular sport in Sweden today, however the interest for women’s football is decreasing (Sponsor Insight, 2014, Appendix II). The development of women’s football in Sweden has been remarkable during the last decades. Although, the image and value of women’s football are still perceived to be rather low in today’s modern society if looking at the low attendance figures, low exploitation in the media and difficulties with acquiring sponsorship. Sponsoring is the biggest source of income for almost every women’s football club in Sweden in order for women’s football to develop there has been a shift in the way clubs acquire sponsorship from the commercial aspect to a more CSR related aspect.

Purpose

The purpose of this thesis is to develop a model on how to increase the commercial value and total sponsoring of women’s football.

Method

This thesis is based on a qualitative research approach. The secondary data was collected through academic, peer-reviewed articles and the primary data was collected through in-depth, semi-structured interviews. The data was later on analyzed through a qualitative analysis.

Conclusion

Our study shows that CSR can be a contributing factor to increase the commercial value of women’s football. By using other values of women’s football than merely the commercial value, clubs can attract sponsors that want to brand themselves as contributors to society. The authors have developed a model for women’s football clubs on how to increase the commercial value and total sponsoring of women’s football in Sweden. Furthermore, the thesis contributes academically by providing empirical insights in the field of sport sponsorship and sponsorship relationship. The research expands the view on CSR in relation to sport sponsorship. The thesis also focuses on sponsorship within women’s football, which has not been extensively investigated in academia, hence, it contributes with a unique context.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Sports Marketing, Sport Sponsorship, CSR Sponsorship, Women’s Sports, Women’s Football, Sweden
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-26765ISRN: JU-IHH-FÖA-1-20150030OAI: oai:DiVA.org:hj-26765DiVA: diva2:814220
Subject / course
IHH, Business Administration
Available from: 2015-06-08 Created: 2015-05-26 Last updated: 2015-06-08Bibliographically approved

Open Access in DiVA

Increasing the Commercial Value of Women’s Football Through a Holistic View on Sponsorship(1145 kB)584 downloads
File information
File name FULLTEXT02.pdfFile size 1145 kBChecksum SHA-512
b5fc7f98663501301f7cc869199846fb51825f868804b102e889741b06c25dc8e75a564655298ec534e6ef1a090b107aaecae131057951d692db81b36f55cc1a
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 584 downloads
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

urn-nbn

Altmetric score

urn-nbn
Total: 1492 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf