Sponsorship of grassroots- and youth football teams: A qualitative study from the sponsors’ perspective
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: Sponsorship of grassroots- and youth football teams: A qualitative study from the sponsors’ perspective.
Authors: David Arvidsson and Christoffer Rex Hansen Charles.
Supervisor: Hèléne Laurell.
Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2016.
Keywords: Sponsorship, Sport sponsorship, Local sponsorship, Corporate Social Responsibility (CSR), Football,Grassroots, Effectiveness measurement.
Purpose: The purpose of this study is to increase the understanding of sponsoring grassroots- and youth football teams.
Theoretical framework: The theoretical framework begins with theory regarding sponsorship. CSR and its importance are also discussed. A link between sponsorship and CSR is brought forward at the end of this chapter.
Methodology: A deductive approach and a qualitative method have been used in order to get a more detailed, deeper and descriptive explanation of the chosen subject.
Empirical framework: The empirical framework was collected through personal interviews with respondents from five different companies. The respondents were the ones responsible for the work with sponsorship at each respective company.
Conclusion: Companies are involved in the sponsoring of grassroots- and youth football teams in order to be seen as good citizens. It is also seen as a brand building activity and away to build relationships. A link between CSR and sponsorship can be done and sponsorship can be used as a tool to communicate companies’ CSR-initiatives. Finally, are the effects from sponsorship not measured due to the difficulties in this process, however, methods for this purpose do exist, such as customer surveys.
Place, publisher, year, edition, pages
2016. , 50 p.
Sponsorship, Sport sponsorship, Local sponsorship, Corporate Social Responsibility (CSR), Football, Grassroots, Effectiveness measurement
IdentifiersURN: urn:nbn:se:hh:diva-31266OAI: oai:DiVA.org:hh-31266DiVA: diva2:939408
Subject / course