Measuring the Impact of Sponsorship Agreements

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bachelor_Karva_Markus_2021.pdf (432.68 KB)

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School of Business | Bachelor's thesis
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Date

2021

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

14

Series

Abstract

This thesis reviews academic research on the topic of sponsorship agreements and how their impact can be measured. The goal of the thesis is to identify what methods are used in evaluating the impact of sponsorships. It also identifies a few successful cases of sponsorships from previous research and identifies what they have in common. A few case-studies are focused on and used to highlight some aspects of a sponsorship agreement can be successfully activated. These are briefly discussed and used to highlight different areas that are important when considering the decision to engage in a sponsorship agreement. A number of theories from psychology and marketing which deal with memory and recall, the likelihood that the sponsorship is recognized and awarded to the correct sponsor, are touched upon and discussed. In the end a few methods of measuring the impact of sponsorships are recognized and a few aspects of them highlighted.

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Thesis advisor

Blakaj, Hedon

Keywords

sponsorship, marketing, literature review, sponsorship agreement

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https://urn.fi/URN:NBN:fi:aalto-202202061722

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[kand] Kauppakorkeakoulu / BIZ (Open Access)