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
Sponsring av Skid-VM i Falun: En studie av regionala sponsorers vilja att delta isponsornätverket Beyond Skiing
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Stora idrottsevenemang är till stor del beroende av de intäkter som kommer från sponsrandeföretag. Inför skid-VM i Falun 2015 startade organisationen Beyond Skiing Foundation ABett projekt i form av ett sponsornätverk. Projektet kom att kallas Beyond Skiing och syftet varatt försöka locka regionala- företag, kommuner och organisationer att sponsra skid-VM.Tanken med sponsornätverket var att ge ett värde till projektets medlemmar som ville varamed och sponsra skid-VM, men som inte ville betala den summa pengar som krävdes för attbli huvudsponsorer till evenemanget.Syftet med denna undersökning är att förklara varför en heterogen grupp sponsorer utspriddaöver en stor region ingick i ett regionalt sponsornätverk. Urvalet bestod av medlemmarna iBeyond Skiing. Vidare gjordes ett urval att medlemmarna skulle vara lokaliserade i Dalarna,men utanför Falun. Anledningen till varför regionala sponsorer utan direkt geografiskkoppling till Falun valdes, var att kopplingen mellan deras sponsring av skid-VM kan påförhand ses som mer komplex och onaturlig jämfört med sponsorer från Falun, eftersomsponsring i mindre skala tenderar att röra samarbeten med sponsrade enheter inom samma ort.Data till studien samlades in genom fem kvalitativa telefonintervjuer. Resultatet indikerar påatt medlemmarna i Beyond Skiing hade tydliga kommersiella mål med sin sponsring av skid-VM och att sponsra endast genom goodwill var i detta fall mindre förekommande. Studien harvisat att sponsringssamarbetes specifika erbjudanden och regionala motiv har varit tvåbidragande orsaker till varför sponsorerna ville sponsra skid-VM. Särskilt nöjda varsponsorerna med nätverksträffarna som Beyond Skiing Foundation anordnade förmedlemmarna inom Beyond Skiing.

Abstract [en]

Major sporting events are largely dependent on the revenues that come from the sponsoringcompany. To the Ski World Championships in Falun in 2015 started the organization BeyondSkiing Foundation AB, a project in the form of a sponsorship network. The project was calledBeyond Skiing and the purpose was to try to attract from regional companies, municipalitiesand organizations to sponsor the World Ski Championships. The idea of the sponsorshipnetwork was to provide a value to the members that wanted to sponsor the World Ski Cup.The purpose of this study is to explain why a heterogenous group of sponsors scattered over alarge region wants to be a part of a regional sponsorship network. The sample consisted of themembers of Beyond Skiing. Futhermore the sample only focused on members located inDalarna, but outside Falun. The reason why I chose regional sponsors without directgeographic connection to Falun was that the link between their sponsorship of the World SkiChampionships can be pre-viewed as more complex compared with the sponsors from Falun,because smaller scale sponsorship tend to concern partnerships with sponsored entities withinthe same locality.Data for the study was collected through five qualitative telephone interviews. The resultindicates that the members of Beyond Skiing had clear commercial business objectives withits sponsorship and sponsoring only through goodwill was in this case of less importance. Thestudy has shown that the sponsorship network Beyond Skiing’s design and regionaldevelopment have been two contributing reasons why the sponsors wanted to sponsor theWorld Ski Cup. The members were particularly pleased with the network meetings thatBeyond Skiing Foundation provided to the members in the Beyond Skiing.

Place, publisher, year, edition, pages
2015.
Keyword [sv]
Sponsring, regional sponsring, sponsornätverk
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-19525OAI: oai:DiVA.org:du-19525DiVA: diva2:856588
Available from: 2015-09-24 Created: 2015-09-24

Open Access in DiVA

fulltext(889 kB)186 downloads
File information
File name FULLTEXT01.pdfFile size 889 kBChecksum SHA-512
1d1cc0d5e976cf53713ec1f90d56549a11ad9d946cbbe0241ec42488d637d25f67002e712559cd58ba180de20487f81a07c5f71efc6d45b634fa296de15b3e44
Type fulltextMimetype application/pdf

By organisation
Business Administration and Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 186 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: 404 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