The role of sponsorship in contemporary branding
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School of Business |
Bachelor's thesis
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Authors
Date
2023
Department
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Mcode
Degree programme
Markkinointi
Language
en
Pages
33
Series
Abstract
In the case of sports sponsorship, companies invest either financially or in-kind contributions to persons, events or concepts related to sport to create and pro-mote a positive relationship with the sponsored entity. The potential of sports sponsorship to become a prevailing force in today's market is undeniable. Specifically, sports sponsorship has great potential to enhance brand recognition and value. On the other hand, existing research also shows potential threats and pitfalls for sport sponsorship that need to be avoided when engaging in sponsorship. Sport sponsorship is frequently executed sub-optimally, both in terms of method and environment. To ensure maximum benefit from sports sponsorship, businesses must possess adequate knowledge of their own values, market position, position, the values of the sponsored organisation, the market, the location, and many other external factors.Description
Thesis advisor
Blakaj, HedonKeywords
sports sponsorship, brand value, consumer behavior, marketing