Relevant bibliographies by topics / Sports sponsorship

Academic literature on the topic 'Sports sponsorship'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 July 2024

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Journal articles on the topic "Sports sponsorship"

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Radicchi, Elena. "Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases." Physical Culture and Sport. Studies and Research 61, no. 1 (June 1, 2014): 51–64. http://dx.doi.org/10.2478/pcssr-2014-0005.

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Abstract Sport sponsorship has developed into a major global industry. Even though it is still a significant communication tool for companies, in recent years, sponsorship is no more just a matter of exposing a logo on a jersey or purchasing an in-stadium sign. Rather sponsors and sport entities should engage in an activity that enables them to exchange value. Sponsorships are moving toward complex patterns of interactions in which each “player” is engaged in a meaningful activity that can deliver mutual benefits. The aim of the paper is to analyze the sport sponsorship’s evolution in the latest economic recession. To understand the patterns of relations among different actors involved within a sport sponsorship arrangement, we take as “interpretive lenses” the strategic partnerships’ theoretical framework and make an application to a wide range of empirical sponsorship cases. Our main focus are national and international sponsorships related to professional teams and major sports events in which we are able to underline roles and strategic behaviors of sponsors and sport entities. The empirical analysis has been supported by a qualitative methodology. Data and information has been gathered using online secondary sources. Moreover, interviews with key executives and professionals involved within several sport sponsorships deals have been carried out. Findings suggest that sport sponsorships are assuming the role of a huge variety of agreements-exchange transactions, collaborations, strategic alliances, cooperation, consortia, etc.-that involve multiple complementary assets (technology, distribution channels, financial resources, etc.) and functions (R & D, marketing, organization, etc.). Furthermore, by implementing sports partnerships corporate and/or institutional actors are able to emerge among various stakeholders and to gain a global exposure.
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Vance, Lenny, Maria M. Raciti, and Meredith Lawley. "Beyond brand exposure: measuring the sponsorship halo effect." Measuring Business Excellence 20, no. 3 (August 15, 2016): 1–14. http://dx.doi.org/10.1108/mbe-07-2015-0037.

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Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.
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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.

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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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Kelly, Sarah Jane, Michael Ireland, Frank Alpert, and John Mangan. "The Impact of Alcohol Sponsorship in Sport Upon University Sportspeople." Journal of Sport Management 28, no. 4 (July 2014): 418–32. http://dx.doi.org/10.1123/jsm.2013-0078.

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An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports;N= 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specific sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate.
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Blake, Julian, Sonja Fourie, and Michael Goldman. "The relationship between sports sponsorships and corporate financial returns in South Africa." International Journal of Sports Marketing and Sponsorship 20, no. 1 (February 4, 2019): 2–25. http://dx.doi.org/10.1108/ijsms-12-2016-0088.

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Purpose Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. Design/methodology/approach A quantitative methodology was employed, whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. South Africa is an emerging market and a member of the BRICS Forum ranked 14th in the sport sponsorship market globally (Sport Marketing Frontiers, 2011), becoming increasingly dominant in the global sports industry (Goldman, 2011). The population consisted of JSE-listed Main Board and alternative exchange companies that participated in any form of consistent sports sponsorship in the given time frame: 2000-2015, where the company’s share price, revenue and earnings per share (EPS) data for the period were available from the INET BFA database. The JSE is ranked 17th in terms of market capitalisation (over $1 trillion) in the world, being the largest stock exchange on the African continent with over $30bn being traded on average monthly. Multiple journals today publish research done on the JSE, for example the International Journal of Sports Marketing and Sponsorship, Investment Analysts Journal and the South African Journal of Accounting Research. This stock exchange is 125 years old and has over 400 listed companies of which 358 are domestic (Kruger et al., 2014). Findings Results show that companies involved in sports sponsorship during the period analysed did not experience enhanced share price or revenue growth in excess of those companies not involved in sports sponsorship. As a whole, sports sponsoring companies did however experience greater income growth (EPS) than those companies not involved in sports sponsorship. Enhanced revenue growth was found in the consumer services sector, indicating that sport sponsorship in this sector drives brand image and recall resulting in enhanced revenues. These results though indicate that a multitude of differing objectives may exist for companies engaging with sports sponsorship, with increased sales not the singular objective. In general it is concluded that sports sponsorship is considered to achieve a broad spectrum of outcomes that are likely to contribute to increased profitability. Research limitations/implications The relatively small size of 40 firms on the JSE in the South African sports sponsorship market is a limitation for this research. The purely quantitative approach limited the ability to gain the required level of insight into those sectors with small samples, which a qualitative study would reveal. SABMiller as example could not be analysed against its sector peers, given that it is one of the most prominent and consistent sports sponsors in South Africa across all major sporting codes. The telecommunications sector was represented entirely by companies that were involved in sports sponsorship and, hence, no in-depth comparison could be conducted within this sector. Vodacom, a major sponsor of sport in South Africa, could not be compared with its peers utilising purely financial and statistical methods. Cell C is one of the most prominent sponsors of rugby in South Africa, through its title sponsorship of the Cell C Sharks, and was not included in this study as it is not listed on the JSE. It is suggested that such companies should be included in a qualitative study approach. Practical implications The results of the Mann-Whitney U test for the consumer services and financial sectors confirm no significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix to those that do not. The consumer services sector has seen above-average revenue growth from sports sponsorship compared with its sector peers; however, the sector was unable to convert this increased revenue growth into increased profits, suggesting that the cost of sponsoring, as well as the operating costs associated with sports sponsorship, counteract any growth in revenue. Social implications The sample of sports-sponsoring companies experienced a larger annual mean EPS growth rate of 30.6 per cent compared to the remaining JSE Main Board companies which grew EPS annually at 27.4 per cent. The results of the Mann-Whitney U test confirm a significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix. From a practical interpretive perspective, this result reveals that those companies in South Africa involved in sports sponsorship consistently attain greater than market-related profit growth. This poses some interesting points for discussion, given that revenue growth was not statistically different, which suggests that many sponsors are utilising the sponsorships for purposes other than sales growths that result in a profitable outcome. The potential range of options is large but would likely comprise the creation of stronger supplier relationships, resulting in optimised business inputs. Sponsors might be utilising sponsorships to improve corporate social status, which assists them in creating regulatory compliance, in some instances. Additionally, these sponsorships may be utilised to maintain key client relationships that provide the highest levels of profitability, and whilst this might not grow revenue through new business acquisition, it may result in higher profitability as a result of a loyal and stable customer base. Originality/value Much of the available research focusses on the sponsorship of specific sporting events and the share price impact thereof at specific occasions like the announcement, renewal and termination. Where research is conducted across a multitude of sporting events and codes, this predominantly focusses on share price performance only, with varying and somewhat inconclusive results. There is little research focussing on wider, more comprehensive sets of sponsored events and sporting codes, and that seeks to provide an understanding of financial returns for sponsoring properties. In a study of more than 50 US-based corporations it was found that, as a group, corporations which consistently invested in sports sponsorships outperformed market averages, and that those with higher sponsorship spend achieved higher returns (Jensen and Hsu, 2011). The study utilised descriptive statistics. More analysis, utilising detailed statistical analysis, is required to better understand the effects of sponsorship on the wider set of variables analysed. In this case, a five-year compound annual growth rate was calculated for stock price appreciation, total revenue, net income and EPS, and analysed descriptively with only means and standard deviation. Measurement of such variables assists with an understanding of the materialized results of sponsorship as opposed to much of the work in this field, which analyses market reactions to sponsorship announcements.
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Alonso Dos Santos, Manuel, Maria Huertas-Serrano, Manuel J. Sánchez-Franco, and Eduardo I. Torres-Moraga. "Alcohol versus sponsorship: effectiveness in sports posters." British Food Journal 123, no. 7 (February 23, 2021): 2398–413. http://dx.doi.org/10.1108/bfj-06-2020-0541.

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PurposeThe academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.Design/methodology/approachThe experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.FindingsThrough an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.Practical implicationsAlcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.Originality/valueThis research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.
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Pawar, Bhavya. "ROLE OF SPORTS SPONSORSHIP IN REVENUE GENERATION." International Journal of Social Science and Economic Research 08, no. 04 (2023): 731–36. http://dx.doi.org/10.46609/ijsser.2023.v08i04.013.

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Sports sponsorship's contribution to income generation has been a hotly debated issue in the business world. In return for opportunities for advertising or promotion, businesses back teams or sporting events financially through sports sponsorship. This essay looks at the value of sports sponsorship in terms of generating income for both the sponsor and the organisation being sponsored. The paper examines how sports sponsorship can aid businesses in gaining brand recognition, boosting sales, and cultivating customer loyalty. It also examines how athletic organisations can generate money for their operations and investments through sports sponsorship. The paper concludes that, if done strategically and with a clear grasp of the goals and objectives of both the sponsor and the sponsored entertainment, sports sponsorship can be a potent tool for revenue generation
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Pettigrew, Simone, Michael Rosenberg, Renee Ferguson, Stephen Houghton, and Lisa Wood. "Game on: do children absorb sports sponsorship messages?" Public Health Nutrition 16, no. 12 (January 11, 2013): 2197–204. http://dx.doi.org/10.1017/s1368980012005435.

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AbstractObjectiveIt is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors.DesignChildren participated in an activity using magnets bearing the logos of numerous sports and sponsors. They were invited to arrange the magnets on a whiteboard without being advised that the activity related to sponsorship.SettingPerth, Western Australia.SubjectsChildren (n 164) aged 5–12 years.ResultsThree-quarters (76 %) of the children aligned at least one correct sponsor magnet with the relevant sport. Just over half the children (54 %) correctly matched the most popular sport (an Australian Football League team) with its relevant sponsor (a fast-food chain).ConclusionsGiven the unstructured nature of the projective task, the results provide some support for the argument that sports sponsorship can effectively reach child audiences. This is of concern given the current extent of sponsorship by alcohol and fast-food companies.
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Kruger, Thomas S., Michael Goldman, and Mike Ward. "The impact of new, renewal and termination sponsorship announcements on share price returns." International Journal of Sports Marketing and Sponsorship 15, no. 4 (April 1, 2014): 10–25. http://dx.doi.org/10.1108/ijsms-15-04-2014-b003.

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What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on returns, employing event study methodology to analyse 118 announcements made by 19 firms over more than 11 years. The mixed findings across all three announcement types indicate the lack of consideration given to sponsorship investment by investors. The findings suggest that, although firms may position their sponsorships so that they contribute towards a competitive advantage, announcements of sports sponsorships are not always taken into account by the market.
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Zardini Filho, Carlos Eugenio. "Changing negative attitudes through sport sponsorship: a gender perspective in Brazil." Revista Brasileira de Marketing 18, no. 4 (October 1, 2019): 75–96. http://dx.doi.org/10.5585/remark.v18i4.16384.

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Objective: This study assesses if a sport sponsorship is able to change a negative attitude towards a brand, also investigating the influence on consumption intentions and differences in terms of gender.Method: A questionnaire applied on Brazilians was structured based on a repeated measure design. The instrument was segmented in different scenarios, whose first one brought negative information about a sponsoring fictitious brand. After selecting only participants who had developed negative attitudes in the first context, they were submitted to subsequent sports sponsorship scenarios, having their attitudes and consumption intentions measured. The second scenario associated the brand with sponsorships to football, having the third one also linking with football, but focusing on a community perspective. The last context approached volleyball, contextualizing the sponsorship in an Olympic/Paralympic frame. Relevance: Authors have been defending that the impact of sports sponsorships on attitudes is an important gap to be more investigated, where a lack of similar studies is clear.Results: In terms of gender, the football scenarios had a bigger influence on the male group, however, the Olympic/Paralympic frame was more efficient in women. In particular, the Scenario 3 showed the highest capacity of changing negative evaluations of attitude and consumption intentions.Contribution: In resume, it was demonstrated that sports sponsorship can change (minimize) a negative attitude towards a sponsor, with subsequent positive impacts on purchase intentions.
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Dissertations / Theses on the topic "Sports sponsorship"

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Johansson, Niklas, and Niklas Hansson. "The Sport Sponsorship Process and Relationships : A Case Study of Sports Teams in Sweden." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28591.

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Authors: Niklas Hansson and Niklas Johansson Supervisor: Svante Andersson Keyword(s): Sponsorship, Sport sponsorship, Sponsorship fit, Sponsorship objectives, Sponsorship outcomes, Sponsorship approach Purpose: The purpose of this study is to describe and explore how companies and sports teams decide to enter sponsorship agreements with each other. The purpose is also to explore the entire sponsorship process together with the specific relationships between sponsor/-s and sponsee/-s. This will be done in order to make a contribution to the research field of sponsorship in the context of sports teams. Research Problem: How does the sponsorship process form and how do sponsors/ sponseeswork with their sponsorship relationships? Method: The main methodological choice has been the abductive research method, where theories have been added and removed from the framework, in order to analyse data properly. A qualitative approach has been chosen and empirical data from eight organisations form two cases with three sponsors and one sponsee has been gathered. Primary data were collected from personal interviews and complemented with secondary data from websites and other material provided by the respondents. Theoretical Framework: The theoretical framework consists of classic sponsorship theories,in order to form a solid theoretical base for the concept of sponsorship. These classics are presented together with more modern theories regarding sponsorship in connection to certain aspects of the process and relationships and thus making the theoretical framework current and up to date. Conclusion: The process has been seen to take one out of two options, whereas a structured sponsorship process is one option and the other option is a rather unstructured sponsorship process. Sponsors and sponsees reported that they work increasingly with their networks and thus suggested that the network approach connected to sponsorship will grow more important in the upcoming years. Generally, it appears as if the main focus within sponsorship, in terms of fit, is how it works internally or within the agreement between sponsor and sponsee. Whether it signals something good or bad to the audience is therefore of no real interest or matter.
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Celczynska, Dorota. "Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes." Thesis, Malmö universitet, Fakulteten för lärande och samhälle (LS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-30392.

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Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. Clearly, companies have understood the value of sponsorship for their marketing portfolio and aim to build brand awareness, image, customers’ and employees’ loyalty, and generate higher revenues. However, previous research has shown that the potential of sports sponsorship is still not sufficiently used in Poland. Companies in this country lack knowledge and awareness about the sponsorship of sporting events.The purpose of this study is to analyze differences and similarities between companies' sponsorship processes that sponsor local, national, and international sporting events in Poland. It includes exploring sponsorship promotional activities, objectives, selection criteria, as well as decision-making procedures followed by businesses in the sponsorship exchange process.A qualitative comparative study consisting of 19 interviews with representatives sponsoring sporting events in Poland was used.The results revealed that sponsorship processes vary depending on the level of the sponsored sports event. As the level increases from local to national or international, companies adopt more profit-oriented goals and decisions. Whereas companies sponsoring local sporting events often based their choices on emotions and sympathy to sports disciplines or event organizers. Furthermore, the results also suggested that there is a significant difference between the decision-making procedures of companies involved in sponsoring different levels of sporting events. As the event level rises, it becomes more complex, considered, and longer.In summary, the study shows that companies in Poland recognize event sponsorship as an efficient way to create brand and product image. Although the study also discovers that the role of event sponsorship as a communication tool to achieve commercial goals is not seen by some corporations as a key aspect of strategy.
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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.

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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
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Hong, Sungjai. "Determining Effectiveness of NBA Jersey Sponsorship." Bowling Green State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1562861534058407.

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Jung, Hye Yoon. "Collegiate sports sponsorship and brand awareness a study of collegiate sponsorship at a football game /." Morgantown, W. Va. : [West Virginia University Libraries], 1999. http://etd.wvu.edu/templates/showETD.cfm?recnum=1200.

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Thesis (M.S.)--West Virginia University, 1999.
Title from document title page. Document formatted into pages; contains vi, 78 p. : ill. (some col.). Vita. Includes abstract. Includes bibliographical references (p. 66-68).
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Friedrich, Andreas, and Filip Jouper. "The interplay between Sports Sponsorship Selection and CSR - A Study of Perceived Value for Entities through CSR in Sports Sponsorship." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-60786.

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Elardt, Pernilla, Linnéa Hasselgren, and Felicia Havik. "Increasing the Commercial Value of Womens Football Through a Holistic View on Sponsorship : A Case Study on Women's Football in Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26765.

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Background Football is the most popular sport in Sweden today, however the interest for women’s football is decreasing (Sponsor Insight, 2014, Appendix II). The development of women’s football in Sweden has been remarkable during the last decades. Although, the image and value of women’s football are still perceived to be rather low in today’s modern society if looking at the low attendance figures, low exploitation in the media and difficulties with acquiring sponsorship. Sponsoring is the biggest source of income for almost every women’s football club in Sweden in order for women’s football to develop there has been a shift in the way clubs acquire sponsorship from the commercial aspect to a more CSR related aspect. Purpose The purpose of this thesis is to develop a model on how to increase the commercial value and total sponsoring of women’s football. Method This thesis is based on a qualitative research approach. The secondary data was collected through academic, peer-reviewed articles and the primary data was collected through in-depth, semi-structured interviews. The data was later on analyzed through a qualitative analysis. Conclusion Our study shows that CSR can be a contributing factor to increase the commercial value of women’s football. By using other values of women’s football than merely the commercial value, clubs can attract sponsors that want to brand themselves as contributors to society. The authors have developed a model for women’s football clubs on how to increase the commercial value and total sponsoring of women’s football in Sweden. Furthermore, the thesis contributes academically by providing empirical insights in the field of sport sponsorship and sponsorship relationship. The research expands the view on CSR in relation to sport sponsorship. The thesis also focuses on sponsorship within women’s football, which has not been extensively investigated in academia, hence, it contributes with a unique context.
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Ryženinaitė, Neringa. "Rėmėjo siekiamų tikslų vertinimas, remiant BC Kauno „Žalgirį"." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110927_142555-68803.

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Darbo objektas – Rėmėjo siekiami tikslai, remiant BC Kauno „Žalgirį“ Darbo tikslas – Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo uždaviniai. 1. Apibrėžti sporto paramos sampratą ir privalumus 2. Išnagrinėti galimus rėmėjų siekiamus tikslus per paramą 3. Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo metodai: 1. Mokslinės literatūros analizė; 2. Interviu; 3. Anketinė apklausa raštu 4. Kokybinių duomenų analizė. Išvados: 1. Sporto parama gali būti apibrėžtas kaip parama, kuriame rėmėjas iškeičia pinigus ar produktus į teisę susieti savo prekės ženklą ar produktą su sporto renginiu, sporto žaidėju ar komanda, tuo pačiu jai padėdamas tapti finansiškai gyvybinga. Pagrindiniai išskiriami sporto paramos privalumai- ji netiesiogiai veikia vartotoją, suteikia galimybę teigiamai asociacijai su sporto organizacija, yra pajėgi pasiekti kelias tikslines rinkas vienu metu, gali optimaliomis išlaidomis padėti pasiekti įmonės tikslus. 2. Pagrindiniai paramos tikslai- žinomumo didinimas, įvaizdžio sukūrimas, keitimas, stiprinimas, pardavimų didinimas, tikslinių rinkų pasiekimas. Norint pasiekti įmonės paramos tikslus, svarbu susieti įmonę su remiama sporto organizacija, taip pat reikia vykdyti investivijų grąžos tyrimus, ir išsiskirti kuo originalesnėmis idėjomis. 3. Pagrindiniai paramos tikslai- prekės ženklo žinomumas, įvaizdžio kūrimas ir asociacija. Vienodai reklamuojamas ir įmonių produktas ir prekės ženklas, tačiau kuo didesnė įmonė tuo... [toliau žr. visą tekstą]
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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.

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Van, Heerden Cornelius Hendrik. "Factors affecting decision-making in South African sport sponsorships." Pretoria : [s.n.], 2001. http://upetd.up.ac.za/thesis/available/etd-11072001-165433.

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Books on the topic "Sports sponsorship"

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Group, Mintel International, ed. Sports sponsorship. London: Mintel International Group, 1994.

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Jane, Griffiths, and Key Note Publications, eds. Sports sponsorship. Hampton: Key Note Ltd., 1998.

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Lynsey, Barker, and Key Note Publications, eds. Sports sponsorship. 2nd ed. Hampton: Key Note, 2001.

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Matthew, Dunn, and Key Note Publications, eds. Sports sponsorship. 3rd ed. Hampton: Key Note Ltd., 2003.

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Lefebvre, M. Managing sports sponsorship. Manchester: UMIST, 1997.

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Stotlar, David Kent. Developing successful sport sponsorship plans. Morgantown, WV: Fitness Information Technology, 2001.

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Leng, Ho Keat, and James J. Zhang. Sports Sponsorship and Branding. London: Routledge, 2023. http://dx.doi.org/10.4324/9781003458890.

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1968-, Amis John, and Cornwell T. Bettina, eds. Global sport sponsorship. New York, NY, USA: Berg, 2005.

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O'Donoghue, Brian T. Sponsorship in sport. (Dublin): Cospoir, 1990.

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Beck-Burridge, Martin, and Jeremy Walton. Sports Sponsorship and Brand Development. London: Palgrave Macmillan UK, 2001. http://dx.doi.org/10.1057/9780230508224.

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Book chapters on the topic "Sports sponsorship"

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Shank, Matthew D., and Mark R. Lyberger. "Sponsorship programs." In Sports Marketing, 531–619. 6th ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9780429030673-14.

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Fetchko, Michael J., Donald P. Roy, and Vassilis Dalakas. "Sponsorship-Linked Marketing." In Sports Marketing, 331–68. 3rd ed. New York: Routledge, 2023. http://dx.doi.org/10.4324/9781003219187-11.

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Blackshaw, Ian S. "Sports Sponsorship Agreements." In Sports Marketing Agreements: Legal, Fiscal and Practical Aspects, 121–64. The Hague, The Netherlands: T. M. C. Asser Press, 2011. http://dx.doi.org/10.1007/978-90-6704-793-7_8.

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Szesny, André-M. "Sports Sponsorship Contracts." In Management for Professionals, 187–98. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-56495-7_10.

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Masterman, Guy. "Sports event sponsorship." In Strategic Sports Event Management, 317–60. 4th ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003046257-12.

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Foster, George, Norm O’Reilly, and Antonio Dávila. "Sport Sponsorship I." In Sports Business Management, 333–58. Second edition. | New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429340536-16.

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Foster, George, Norm O’Reilly, and Antonio Dávila. "Sport Sponsorship II." In Sports Business Management, 359–81. Second edition. | New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429340536-17.

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Ennis, Sean. "Managing the Sports Sponsorship Process." In Sports Marketing, 245–81. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-53740-1_10.

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Tsuji, Yosuke. "Sport Sponsorship in the Global Marketplace." In Sports Management and Sports Humanities, 75–88. Tokyo: Springer Japan, 2015. http://dx.doi.org/10.1007/978-4-431-55324-3_6.

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İnan, Özlem Işık, and Yeter Aytül Dağlı Ekmekçi. "Sports Sponsorship and Brand Value." In Sports Sponsorship and Branding, 89–105. London: Routledge, 2023. http://dx.doi.org/10.4324/9781003458890-7.

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Conference papers on the topic "Sports sponsorship"

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Yu, Hailang, and Qinyu Tan. "Research on Sports Sponsorship Effectiveness." In 3rd International Conference on Economics, Management, Law and Education (EMLE 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/emle-17.2017.98.

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Ercan, Özge. "Sponsorship Applications in Digital Sports Marketing." In Sinteza 2023. Beograd, Serbia: Singidunum University, 2023. http://dx.doi.org/10.15308/sinteza-2023-244-250.

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"Sport Sponsorship beyond Brand Awareness —The Case Study of Sports Teams in Sweden." In 2018 International Conference on Economics, Finance, Business, and Development. Francis Academic Press, 2018. http://dx.doi.org/10.25236/icefbd.18.001.

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Gősi, Zsuzsanna, and Norbert Ákos Zsembery. "Sport-Oriented Corporate Responsibility." In 29th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. University of Novi Sad, Faculty of Economics in Subotica, 2024. http://dx.doi.org/10.46541/978-86-7233-428-9_398.

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Corporate social responsibility is becoming increasingly important in the way companies communicate and operate. One way of doing this through sport-focused actions. In the case of large companies operating in Hungary, we examined the issue through document analysis. For each company, w compared the actions oriented towards own employes, recreational sports and competitive sports. The results show that organizations can make use of the positive benefits of sport. In their operations, sport is present both in the business sponsorship area and in the area of charity.
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"The Relationship between Sports Sponsorship and Brand Value: Case Study of Tahincioğlu Basketball Super League Name Sponsorship." In Oct. 16-18, 2019 Lisbon (Portugal). Excellence in Research & Innovation, 2019. http://dx.doi.org/10.17758/eirai7.dir1019412.

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Saveleva, O. V. "Sports Sponsorship As A Comprehensive Activity Tool In Market Conditions." In Global Challenges and Prospects of The Modern Economic Development. European Publisher, 2021. http://dx.doi.org/10.15405/epsbs.2021.04.02.32.

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Lutskaya, Anastasia Vladimirovna, and Olga Viktorovna Savelyeva. "SPONSORSHIP AS A SPECIFIC TYPE OF BUSINESS ACTIVITY IN SPORTS." In Трансформация экономической и правовой системы России: проблемы и перспективы. Самара: Самарский государственный экономический университет, 2021. http://dx.doi.org/10.46554/sno-teslsr:p-p-23/25.11.2020.pp.56.

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Bandeira, Renan, Fernando Trinta, João Gomes, Marcio Maia, and Alexandre Araripe. "VolleyJump: Uma aplicação para a análise de saltos no voleibol de praia." In XXIV Simpósio Brasileiro de Sistemas Multimídia e Web. Sociedade Brasileira de Computação - SBC, 2018. http://dx.doi.org/10.5753/webmedia.2018.4579.

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Professional sports are increasingly dependents of technological resources given the remarkable level of competitiveness faced by high performance athletes. With such resources, it is possible to analyze matches, avoid mistakes that may be committed by the referee or even to analyze the athletes’ performance. One of these sports is beach volleyball, one of most popular sports in Brazil. In the past 12 years, the Brazilian volleyball teams has been always among the best teams in the world. The athletes’ performance during the jump movement is one of the main factors that one team needs to improve to be successful because it is the movement that is most performed during a volleyball match. There are some approaches that study the jump movement in order to calculate its height and give evidences to improve it. Nevertheless, these solutions are expensive and are not viable to athletes with no sponsorship. Having this in mind, this works presents VolleyJump, an application created to analyze beach volleyball athlete jumps using machine learning strategies to calculate the jump height and classify it as an attack or block jump. Results show that VolleyIoT makes possible to analyze athletes’ jumps using mobile devices sensors, helping them to focus on their trainning to improve its technique.
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Honcová, Martina. "The influence of the main financial resources of non-profit sport organisations on their strategy." In 12th International Conference on Kinanthropology. Brno: Masaryk University Press, 2020. http://dx.doi.org/10.5817/cz.muni.p210-9631-2020-32.

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Non-profit organisations play a critical role in many societies because they fulfill the needs in areas that are not covered by the public or private sector. The primary purpose of all non-profit organisations is not generating income and, in most cases, the income from their own activities is not enough to survive. Therefore, they are forced to look for additional ways of funding and are dependent on them. These types of financial resources can be divided into two main groups – internal and external resources. Income from own activities and member-ship fees can be an example of internal resources. Subsidies from the state or municipalities, sponsorship money, and donations are part of organisations’ external resources. The main aim of this paper is to reveal the influence of different types of financial resources of non-profit sport organisations on their strategy. The article applies general findings for non-profit organ-isations from the paper of Stone, Bigelov, and Crittenden (1999) on “Research on strategic management in non-profit organisations” on the organisations from the sport area. Funding and financial resources may influence the components of a strategic process: formulation, content, and implementation. This paper focuses on the extent in which funding and financial resources affect the organisation’s strategic management and describes the influence of different types of financial resources on non-profit sport organisations’ strategy by reviewing a range of studies on the strategic process and funding of non-profit organizations that are applicable in sports. The article summarizes different findings and issues that have been de-scribed and published in the pre-reviewed academic journals with no restriction on the date of the issue.
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Mohsen, Ghazwan Aziz, Amer Rashid Shayyal, and Mustafa Mohammed Ali Farhan. "The effect of sponsorships and product marketing on the management activities of football clubs: A contextual and dimensional study." In Journal of Human Sport and Exercise - 2021 - Winter Conferences of Sports Science. Universidad de Alicante, 2021. http://dx.doi.org/10.14198/jhse.2021.16.proc3.62.

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Reports on the topic "Sports sponsorship"

1

Mut-Camacho, Magdalena. Inversión y evaluación del patrocinio deportivo en España / Investment and evaluation of sports sponsorship in Spain. Revista Internacional de Relaciones Públicas, June 2019. http://dx.doi.org/10.5783/rirp-17-2019-08-139-164.

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