Providing value to sports sponsor – An exploratory study of Finnish athletes and sports clubs in cross-country skiing and golf
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School of Business |
Bachelor's thesis
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Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
Tieto- ja palvelujohtaminen
Language
en
Pages
25+7
Series
Abstract
Sponsorship is an important part of sports as it is typically one of the main sources of finance for athletes and sports clubs. Thus, athletes and sports clubs seeking for sponsors should know what they can offer in return. Through interviews with Finnish athletes and sports clubs in cross-country skiing and golf, this thesis examines different ways for providing value to a sponsor, identifies the best ones according to the interviewees, and gives opinions of the ways that do not include visibility of a sponsor in the perspective of a sponsored entity. This thesis identified numerous methods for athletes and sports clubs from using a logo of a sponsor to utilizing networking and B2B opportunities between sponsors and making straight commercial agreements. In addition, suggestions for the best ways were given although it was discovered that the best ways varied between the interviewees. Furthermore, this thesis found that the ways not including the visibility of a sponsor were more important for athletes than sports clubs.Description
Thesis advisor
Tinnilä, MarkkuKeywords
sponsorship, sports sponsorship, sponsor, athlete, sports club, sponsor objectives, sponsor benefits