Dissertations / Theses on the topic 'Sports sponsorship'
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1
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.
2
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.
3
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.
4
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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Williams, Louise Ruth. "Sports sponsorship : an examination of consumer and practitioner perspectives." Thesis, Liverpool John Moores University, 2009. http://researchonline.ljmu.ac.uk/5932/.
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Kuo, Yi-Chun. "The impact of corporate stadium sponsorship." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3261.
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The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
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Wojdylo, Jesse Ross. "THE IMPACT OF SIZE AND LOCATION ON COLLEGIATE SPORTS SPONSORSHIP." NCSU, 2006. http://www.lib.ncsu.edu/theses/available/etd-03292006-115905/.
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The purpose of this study was to examine the effects of location and size on sponsorships in collegiate athletics. The study compared university?s number of sponsors based on size in terms of student population and size of a respective football program. The study also compared industry sponsorship rate to location of an athletic department. Small universities, under 15,000 students, were found to have a greater number of sponsors than large universities with 15,000 or more students. The size of the football program had no relationship on the total number of sponsors for an athletic department. Several industries were regionalized in terms of high sponsorship rate. The sponsors that were the most regionalized were the telecommunications industry in the Southeast, the medical industry in the Northwest and the automotive industry in the Midwest. An analysis of these variables and a discussion of the results are presented in this study.
14
Donlan, Leah K. "The contribution of sports sponsorship to consumer-based brand equity." Thesis, Sheffield Hallam University, 2008. http://shura.shu.ac.uk/3205/.
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Sponsorship has become a multi-billion dollar industry, with sport accounting for over 70% of expenditure. Despite the growth in the use of sponsorship as a communications tool, the development of academic understanding has been slow and dominated by descriptive studies. Therefore, this study contributes to the growing body of knowledge concerning how sponsorship works, through the application of the theoretical framework of consumer-basedb rand equity to the domain of sports sponsorship. Following a comprehensive review of the varying conceptualisations put forward in the literature, a four-factor model of consumer-based brand equity was adopted, with the corresponding measurement tool modified, as a result of pilot studies, to fit the sponsorship context. This study empirically tests the contribution of sports sponsorship to elements of consumer-based brand equity using six sponsored events across three sports. In line with much previous sponsorship research, a quantitative methodology was employed, using a self-administered questionnaire. Responses from spectators exposed to the sponsorship stimuli are contrasted with those from a comparison sample not present at the sporting events. The results obtained indicate that sports sponsorship is a legitimate communications vehicle for building consumer-based brand equity. Differential results were found for the three sponsoring brands. The findings indicate that, in the case of newly launched brands, sponsorship alone is insufficient to go beyond brand awareness and build brand equity. Several reasons for the different levels of success between sponsors are explored in the thesis, however a dominant theme is the strength of association between the sponsor and the sponsored property. This thesis has moved forward the level of knowledge concerning the ability of sponsorship to contribute to brand building objectives and, therefore, acts as a springboard for future studies, particularly examining the conditions under which the impact of sponsorship is optimised.
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Gillespie, Ann Brett. "Corporate sponsorship : Virginia Tech women's athletics and Sara Lee /." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-03302010-020458/.
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Motroni, Milan. "Ethical implications of corporate sponsorship in college athletics : a case study." Scholarly Commons, 1993. https://scholarlycommons.pacific.edu/uop_etds/2257.
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The purpose of this study was to explore issues of ethics as they relate to corporate sponsorship within Division IA college athletics. The research was conducted as a case study of a private Division IA college athletic department. Data were collected through a series of semi-structured interviews with areas of inquiry including corporate sponsorships, allocation of funding, and related budgetary concerns. Twenty individuals were interviewed. These included coaches, athletic administrators, and marketing representatives. All interviews were taped, subsequently transcribed, and analyzed for content and themes. Quotes were examined in terms of content and grouped according to similarity of themes. A number of themes were identified and categorized in line with "ethical phenomena" as discussed in the literature.
The results revealed eleven categories and subcategories. These included Gender Inequity, Financial Elitism, Corporate Sponsorship Ethics, Corporate Sponsorship Advancement, Coach's Roles, Winning is Everything, Budget Inequities, Marketing Responsibility, Organizational Concerns, Sponsorability and Fundraising Necessity. Similarities existed between the groups of respondents. Specifically, the coaches responded similarly to questions relating to gender inequity. Additionally, the athletic administrators differed in their views from the coaches in matters of funding and marketing.
In conclusion, analysis suggests an inequality of financing between revenue producing sports and non-revenue producing sports. Conflicting views existed between administration and coaches in regards to the organizational structure of the athletic department. Corporate sponsorships were found to be an essential part of an athletic department for the present and future. Gender discrepancies appeared when marketing corporate sponsorships within an athletic department. Further discussion focuses on the need for corporate sponsorships.
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Chester, Yayoi. "A model of consumer buyer behaviour relating to the sponsorship of major sporting events in Australia." Swinburne Research Bank, 2007. http://hdl.handle.net/1959.3/35001.
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Grant-Braham, Bruce. "An investigation into motorsport sponsorship : a comparative analysis of two and four wheeled sponsorship." Thesis, Bournemouth University, 2009. http://eprints.bournemouth.ac.uk/12329/.
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The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in car racing. The only difference being that the wider commercialisation of F1, in which brands outside those intimately involved with automotive industries have made use of motor sport sponsorship, has been around for longer than that in motorcycle racing. The motorcycle sponsors have therefore taken slightly longer to reach the same level of marketing sophistication in a sport which is recognized as having less money overall. The research reveals that the most important element of the business plan for both types of motor sport relies largely on a business model linked to global television audiences. Such audiences are seen as vital in generating awareness of sponsors and their products. Such plans provide an entirely relevant platform for the initial steps of the AIDA theory (Awareness; Interest; Desire; Action) of product adoption. The research also identifies that this commonality of approach is not entirely accidental as similar promoters have been involved at the top level of both sports. The research advises that the future of motor sport should continue to involve the application of the latest technologies appropriate to passenger vehicles if it is to continue unhindered. It is suggested that motor sport should become the definitive technological test bed for vehicle propulsion systems that are sustainable and kind to the environment.
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Greene, Amanda, Natalie L. Smith, and Charles W. Jones. "Sponsorship Engagement: Leveraging Ancillary Events to Increase Title Sponsor Awareness." Digital Commons @ East Tennessee State University, 2019. https://dc.etsu.edu/etsu-works/6282.
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Meng, Yue. "Influences on Chinese consumers' responses to domestic and foreign sports sponsorship." Thesis, University of Leeds, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.530825.
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Maccari, Francesco <1992>. "Sports Marketing and brand sponsorship: the case of Pramac Racing team." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12180.
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From its very early days, sport has had an impact on its society, the value it endorses and glorifies, almost mythicized, those who have been able to stand out from the rest. Subsequently, after the Industrial Revolution, when the masses started having access to more money and time, they dispossessed the upper classes from being the exclusive sport participants. With the enthusiasm of the masses and the technological growth that led to the introduction of television and cameras, hundreds of millions every year would watch international sports competitions, become attached to a team or an athlete, buy the clothes his/her hero is wearing. The sports industry was at its emergence and, for its privileged position, brands started getting involved in the sport arena: for many years, brands have sponsored events in order to gain image transfer benefits from the association of the brand to the event. The most popular showcase for companies is represented by sport events, followed by causes, arts and festivals. Moreover, the loyalty that sport fans can demonstrate to brands sponsoring sports competitions led brands to globally spend $44 billion on sports sponsorship in 2016 (IEG).
In this work, I carry out a case study on the brand sponsorship of the Pramac Racing Team: Pramac, an electric generators and material handling equipment manufacturer, sponsors a MotoGP racing team. The analysis focuses on the brand effects caused by Pramac’s presence in the Moto GP competition, such as impact on brand awareness, image, and lead generation.
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Dees, Windy. "Measuring the effectiveness of commercial sponsorships in intercollegiate athletics." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0008267.
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Thesis (M.S.E.S.S.)--University of Florida, 2004.Title from title page of source document. Document formatted into pages; contains 129 pages. Includes vita and abstract. Includes bibliographical references.
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Bibby, David N., and dave bibby@aut aa nz. "adidas's sponsorship of the New Zealand All Blacks: The relationship between brand image and brand equity in sports sponsorship." RMIT University. Applied Communication, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20071220.094710.
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This study explores the relationship between two theoretical constructs: brand image and brand equity in the context sports sponsorship. The sporting context for the study was the 2003 Rugby World Cup held in Australia. The research focused on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. Keller's (1993, 2003) customer-based brand equity models were the conceptual inspiration for the research, with Faircloth, Capella and Alford's (2001) conceptual model - adapted from the work of Aaker (1991) and Keller (1993) - the primary conceptual model. Data was collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas's brand image and adidas's brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view postulated by Keller (1993, 2003) that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al (2001) who found that brand image directly impacted brand equity.
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Farrelly, Francis John. "A predictive model of sport sponsorship renewal in Australia." Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.
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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.
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Maier, Markus. "Formel 1-Sponsoring : ökonomische und juristische Probleme /." Hamburg : Kovac, 2010. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018987313&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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GRYNBERG, CAIO DE ALMEIDA. "SPORTS SPONSORSHIP IMPACT ON THE CONSUMER: A MODEL TO EVALUATE ITS EFFECTIVENESS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2007. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=10758@1.
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O patrocínio esportivo é uma das atividades promocionais
de marketing que mais
se desenvolveu nos últimos anos. Estimativas indicam que
os valores investidos
mundialmente nessa atividade cresceram mais de mil por
cento nos últimos 20 anos,
alcançando a soma de 21 bilhões de dólares em 2004. Apesar dos
investimentos
necessários para se conduzir um programa de patrocínio
esportivo serem cada vez
mais volumosos, nem sempre as empresas obtém o retorno
esperado de seu
investimento. Este trabalho tem como objetivo central
compreender a efetividade do
patrocínio esportivo junto aos consumidores. Para
realizar esta análise, selecionou
como objeto de pesquisa a Seleção Brasileira de Futebol e
os seus três patrocinadores
durante a Copa do Mundo de 2006: Nike, Vivo e Guaraná
Antarctica. A efetividade
do patrocínio esportivo foi avaliada segundo dois
fatores principais: o correto
reconhecimento das empresas patrocinadoras (mais comumente
referido como recall)
e o aumento na intenção de compra de produtos dessas
empresas por parte dos
entrevistados. Três modelos foram desenhados para
mensuração da efetividade do
patrocínio, sendo dois deles para mensuração de recall e
um para mensuração do
aumento na intenção de compra. Foi então conduzida uma
pesquisa de campo com
382 indivíduos. Os dados coletados foram analisados
utilizando técnicas estatísticas
multivariadas, tais como análise fatorial, regressão
linear múltipla, e regressão
logística. Os resultados obtidos evidenciam que alguns
fatores têm maior influência
para a previsão do recall dos patrocinadores do que
outros. Foi o caso do interesse
por parte dos entrevistados em futebol, como
também do hábito que estes têm em
assistir transmissões esportivas. Outra evidência
encontrada foi a de que a percepção
de similaridade, dos patrocinadores com a Seleção
Brasileira de Futebol, influenciou
de formas distintas o recall de cada uma das 3 empresas
patrocinadoras. Por fim, em
termos da intenção de compra, a pesquisa encontrou
evidências de que os
entrevistados têm sua decisão influenciada a favor dos
patrocinadores quando fazem
uma avaliação positiva da marca e, também, quando percebem
haver similaridade de
imagem entre o patrocinador e a Seleção.The use of sports sponsorship as a marketing tool is in the rise. Estimates indicate that the values invested in this activity have grown over one thousand per cent in the last twenty years, reaching the total sum of US$ 21 billion in 2004. Despite the fact that the capital needed to conduct a sponsorship program is growing considerably, companies that invest in this kind of marketing activity are often not able to obtain the expected return. The main objective of this study is to examine sports sponsorship effectiveness on the consumers. In order to achieve this objective, The Brazilian National Soccer Team and its three official sponsors – Nike, Vivo and Guaraná Antarctica – were used as a case-study. The effectiveness of the sponsorship was evaluated according to two main factors: the correct recall of the sponsors and the increase of the purchase intention of sponsors’ products. Three different models were used to measure the sponsorship effectiveness: two of them to measure recall, and one to measure the increase of the purchase intention. A field research was then conducted with 382 individuals. Three different methods of statistical analysis were used to examine the data: Factor Analysis, Multiple Regression and Logistic Regression. Results showed that some factors have more influence on predicting recall than others. It was the case of the interest that individuals have for soccer, as well as the frequency that they watch sports events through television. Perceived similarity between the sponsors and the team has also influenced the recall of the sponsors, but in a different way for each one of the sponsors. Finally, research showed that the purchase intention tends to be affected by how positive individuals evaluate the brands, and also, when they perceive an image similarity between the sponsor and the Brazilian National Soccer Team.
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Weissman, Mark Daniel. "SPORTS SPONSORSHIP: FAN LOYALTY AND PERCEPTION OF THE LAKE COUNTY CAPTAINS MINOR LEAGUE BASEBALL TEAM." Cleveland State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=csu1417889352.
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Davies, Fiona Margaret. "Examining the effects of alcohol-related sports sponsorship on teen attitudes and intentions." Thesis, Cardiff University, 2007. http://orca.cf.ac.uk/55640/.
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In the light of public concern about underage alcohol consumption, and increasing use of sport sponsorship to promote alcohol brands, this research investigates interrelationships between teenagers' drinking intentions, involvement in sport, and responses to sponsorship. A Theory of Reasoned Action - based model is proposed, which predicts alcohol use intentions from attitudes toward alcohol, subjective norms, sporting involvement, and awareness of, knowledge of, and response to sponsorship. Data was gathered from 14-15 year olds in five Cardiff schools. Results showed significant gender differences, with boys more involved in sport and more knowledgeable about sponsorship. As expected, positive attitudes toward alcohol consumption, and more favourable subjective norms, predicted higher likelihoods of alcohol use. Boys heavily involved in sport were significantly more likely to drink than those less involved, and believed that at age 18 they would drink more, and get drunk more often. Involvement in sport strengthened the influence of positive attitudes toward alcohol. Girls' results were less significant, but suggested that involvement in sport was linked to lower alcohol consumption. Additional sponsorship-related effects were comparatively small. For boys, awareness and knowledge of sponsorship tended to enhance the effect of sporting involvement, while decreasing the influence of parents and teachers. For girls, there was little evidence of any consistent sponsorship-related effect. Previous studies have shown normalisation of involvement with alcohol to occur in the mid-teens. This work suggests that for boys, sporting involvement encourages this normalisation, with attention to sponsorship playing a significant but lesser part. Thus legislation restricting sport sponsorship by alcohol brands would have little effect, unless part of a coordinated effort to weaken traditional links between sport and alcohol. Such cultural change would require not only commitment from many parties, but also recognition among the wider community of its desirability.
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Herbster, David M. "Proposal to First Union Bank for corporate sponsorship of Virginia Tech athletics." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-10242009-020028/.
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Bjälevik, Jessica, and Maria Magnusson. "How to be successful in the sports agent business." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-5447.
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What is a sports agent and what does a sports agent do? This is described in the thesis, through an explanation of the different functions and characteristics. It is also discussed how to use these functions and characteristics in the best way so that the sports agent can reach success. The complex concept “success” is also discussed so that it is adapted to this thesis and the profession of sports agents. Furthermore, the thesis contains recommendations of how to be successful in the sports agent business.
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Nickell, David. "The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships." Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/marketing_diss/17.
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While the volume of research on corporate event sponsorships as a marketing tool has increased markedly over the past decade, the results have done little to help marketers to justify sponsorship spending. Not only do marketers have little knowledge of a sponsored event’s financial return, they also struggle to demonstrate any impact on consumer behavior at all.
Using multi-wave survey data, we quantified the financial impact of a sponsorship. We predicted the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. We then established the financial return on the sponsorship spending by estimating the customer lifetime value (CLV) of these new buyers.
We collected the data around a major college football bowl game. Six phases of data collection were used to determine purchasing behavior and brand attitudes of attendees before and after the sponsored event, in comparison to television viewers of the event and the general public. We applied Lavidge and Elrick’s (1961) attitudinal constructs as the independent variables in a logistic regression to predict future purchase. The final data collection was used to validate the model’s prediction.
The findings show that the model accurately predicted the number of new customers after one buying cycle for the sponsor’s products. We also quantified the positive impact of the sponsorship on the CLV of existing customers within the same time frame.
The managerial implications of this study are significant. Sponsorships are highly risky, with fixed outlays up front, and unclear benefits to be realized in the future. We provide a methodology that not only allows sponsors to measure the effectiveness of the sponsorship, but to determine the return on their sponsorship investment. We have taken consumer behavior theory from marketing communications research and combined it with CLV tools, thus allowing marketers to determine the number of new customers that a sponsorship generates, as well as how it influences the buying patterns that drive customer lifetime value.
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Ngwenya, Zanele Ziphelele. "The value drivers of investing in sport-based corporate social responsibility initiatives." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/25617.
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This exploratory research study has provided the theorisation of the key drivers of why South African companies invest in sport-based Corporate Social Responsibility (CSR) programmes. The objectives of this research were addressed through a case study using unstructured qualitative interviews conducted with five (5) managers from companies that are funders and trustees of The Sports Trust. This research identified key drivers of companies’ investment in sport-based CSR as: social integration and economic development; assisting companies in implementing their strategies; improving the companies’ performances through attracting and increasing their client base; bringing immediate gratification and other intangible benefits; fulfilling regulatory requirements for public and other regulatory bodies; and being seen as good corporate citizens. Companies are now closely integrating CSR investment with sponsorship issues which seek to promote brand awareness, consumer loyalty and profitability of their products. Companies are also combining their CSR initiatives with their cause-related marketing campaigns as well as in the creation and innovation of new products. From the qualitative data analysis, it was possible to conclude that although funders of The Sports Trust’s views of CSR tend to highlight different aspects, they fit the legitimacy theory which can be considered a mix of economic and ethical theories described by Goddard (2005). Moreover they could be considered as being complementary. CopyrightDissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted
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Ngan, May Ki Heidi. "A study of team sponsorship : perceived team performance and presence of sports stars as cues affecting purchase intention." HKBU Institutional Repository, 2006. http://repository.hkbu.edu.hk/etd_ra/769.
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Liu, Yuqi. "Ambush Marketing: A Chinese Perspective." Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/30227.
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As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated.
In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.
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Cruz-Donayre, Xiomara, and Eliana Gallardo-Echenique. "Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team." Springer Science and Business Media Deutschland GmbH, 2021. http://hdl.handle.net/10757/655961.
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Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.
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Hájková, Lucie. "Zhodnocení sponzoringových aktivit partnerů seriálu závodů Kolo pro život." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85236.
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This thesis deals with sports sponsorship, concretely with an evaluation of the sponsoring activities of partners for a series of competition mountain bikes called Kolo pro život. The first chapter of the theoretical section explains the definition of sponsorship and types of sponsorship. The second chapter deals with sports sponsorship, strategy and effectiveness. In the practical section starting with the third charter I introduce the competition series Kolo pro život. The fourth chapter focuses on the partners of the competition series, where I analyse the motivation of sponsorship, their goals, marketing activities, target groups etc. In the fifth charter I prove my two hypothesis, which I specified before my research started. In the conclusion I suggest improvements for the future.
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Lee, Seungeun. "The influence of product involvement and fan identification on response to team sponsors' products." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124223738.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xiv, 116 p.; also includes graphics (some col.). Includes bibliographical references (p. 109-116). Available online via OhioLINK's ETD Center
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Seurkamp, Meredith. "NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal." Miami University Honors Theses / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495.
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Zhou, Yuan. "A study of the effectiveness of marathon sponsorship as an enabler of brand extension." Thesis, Cape Peninsula University of Technology, 2010. http://hdl.handle.net/20.500.11838/1705.
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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2010A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions? This study applied quantitative methodology as its research design. A self-administered questionnaire was designed for the survey and quota sampling was implemented in the research. A sample of 122 athletes who ran the full marathon at the Weskus Marathon was collected at the venue where athletes collected their running numbers on 5th of March 2010 for the following day’s race. This process continued until the researcher had asked 122 athletes for their cooperation to complete the questionnaires. The responses indicated that marathon athletes agreed that: first, a qualified marathon enhances the sponsor's brand image; second, the sponsor's brand was visible at the previous event; third, I can recall the sponsor’s brand of the most recent marathon in which I participated (excluding current marathon); fourth, sponsoring the marathon enhanced my awareness of the sponsor's brand/product; and last, it is good to have the same sponsor sponsoring a marathon continuously. Conversely, the responses also illustrated that the marathon athletes were neutral towards the following research statements: firstly, participating in marathons that have high media coverage; then, I will buy a new product in addition to the brand, which sponsored the marathon; and finally, my experience of the marathon will influence my decision to buy a new product in addition to the brand, which sponsored the marathon. Hence, the research explored the hypothesis that marathon sponsorship can be utilized as an effective way to achieve brand extension. Furthermore, regarding brand extensions and marathon sponsorships, male athletes of the Afrikaner or English culture who use English as their home language, think that marathon sponsorships will be effective for brand extensions. Such athletes are normally around 41 to 50 years old, are professional, managerial and are involved in other work such as administrative, marketing, skilled craft, self employed and so on, and have a higher education – postgraduate diploma/degree, while their running years range from 3 to 5 years.
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Francis, Lois Elenore. "An Examination of Print Placements: 1995-2008." BYU ScholarsArchive, 2009. https://scholarsarchive.byu.edu/etd/2157.
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A relatively unexamined area of branded entertainment combines sports sponsorship with product placement, and occurs when a brand name or logo appears in a print photograph. The resulting photograph can be considered the print equivalent of product placement, or "print placement." Keenan, Pokrywczynski and Boyle (1995) determined the potential for exposure to advertising, brands, sponsors and symbols appearing in photographs in Sports Illustrated magazine. This thesis updates and expands the research on print placements through a content analysis of Sports Illustrated from 1995 through 2008. Results showed an increase over time in the number of print placements, and representation of additional product categories when compared with previous research.
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Maitland, Nicholas James. "Spinning Media: Understanding how snowboarding video producers incorporate advertising into subcultural media." Thesis, University of Canterbury. Media and Communications, 2015. http://hdl.handle.net/10092/11053.
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Snowboard media producers attempt to create subculturally relevant videos that connect with the audience. Videos provide the opportunity to report and document snowboarding activity, highlight new developments and provide visibility to prominent participants and associated businesses. Being a well-known and esteemed snowboarding participant is advantageous to being a producer, as it provides an identifiable cultural capital and implies a trustworthy ‘by-riders-for-riders’ philosophy. Connecting with the viewers is vital, as the audience plays a role in the distribution of videos by sharing and endorsing them through their social networks. Motivating factors in audience media sharing, also known as media spreading, include status seeking, improving credibility, personal satisfaction and personal expression.
Snowboarding was founded on anti-mainstream and anti-commercialism beliefs, which means that incorporating advertising and promotional messaging could negatively impact on audience connection. Yet, filming and producing snowboarding videos is difficult and expensive. Advertising represents an opportunity to attract funding and support to assist with production costs and, ultimately, provide profit. In order to accommodate advertising into their videos, producers are sometimes required to compromise their standards. This compromise represents a threat to audience connection. Producers believe that high quality, innovative snowboarding action footage provides the best opportunity to wow the audience. Various forms of advertising, including stealth marketing, sponsored journalism, and hybrid messaging, are often displayed in the moments between action footage shots, but advertising compromise can also affect action footage, particularly on client-funded projects. How advertising is incorporated can also depend on the industry the advertiser operates in. Alcohol brand advertising is identified as highly restrictive due to legal implications and public perceptions. Advertisers from businesses strongly related to the snowboarding subculture are more aware of their competitors’ presence in videos, which can cause conflict. Ski field support can be varied, despite high levels of visibility in the videos.
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Greene, Amanda E. "Battle at Bristol: Comparing Sponsorship Awareness and Purchase Intentions of NASCAR Fans and Collegiate Football Fans in Attendance." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/4952.
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Jensen, Jonathan A. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.
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Hampl, Radek. "Sponzoring jako součást obchodní a marketingové strategie firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359926.
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This diploma thesis focuses on the analysis of sponsorship, as one of the tools of business and marketing strategy of a company. The theoretical part of this thesis focuses on defining the concept of sponsorship and its position within the business and marketing strategy of a company. The practical part of this thesis focuses on the analysis of sponsorship activities of companies that are partners of the minor field Sales Management. The research is based on personal interviews with the top managers of these companies.
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Huang, Chien-Yu, and 黃建裕. "The Effects of Sports Event Sponsorship." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/89446290863187412656.
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Fukumura, Takuyoshi. "A comparison of sport sponsorship objectives of companies in the United States and Japan." 2003. http://www.oregonpdf.org.
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Berret, Timothy. "Strategic insights into sport sponsorship /." 1997. http://www.nlc-bnc.ca/obj/s4/f2/dsk3/ftp04/nq22951.pdf.
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Chun-Yung, Chuang. "The Relationship Between Industry and Sports Sponsorship- Evidence of Professional Season Sport." 2006. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0017-1901200710281039.
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"Relationships in sport sponsorship: a marketing perspective." Thesis, 2008. http://hdl.handle.net/10210/1337.
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D.CommDespite the large amounts of money spent on sponsorships and per implication sport sponsorship, little research is available concerning sponsorship practices in South Africa. There is thus a need for a research study or project to establish how corporate sponsors and sport organisations manage relationship marketing within sponsorships. Literature shows that there is a need to understand the various relationships in sport sponsorships, in order to be able to establish and maintain long-term successful sponsorship agreements.
Prof. W.J. Hollander Prof. J.Busser
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Oliveira, Diogo Matos dos Santos de Magalhães. "Sponsorship in sports marketing: the effects of sports sponsorship on football fans' sponsor awareness, exposure, attitude, perceived congruence, purchase intentions and simultaneous sponsorship with a rival club." Master's thesis, 2019. http://hdl.handle.net/10071/19448.
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Purpose: As football is a connection/loyalty-based sport, this study aimed to investigate the effects that a simultaneous sponsorship of two rival clubs has on the sponsor itself, as well as understand the reaction that team supporters display toward that situation. Another aim was to examine the existence of congruency of attributes between the sponsor brand and either of the clubs, in addition to understanding the effects of exposure on attitudes towards the sponsor and on purchase intentions, towards sponsor.
Methodology: First a literature review was conducted on the topics of sports sponsorship, brands, congruency, attitude towards sponsor and purchase intentions. Next, hypotheses were formulated and tested through an online survey applied midst sports enthusiasts. Lastly, the data was analysed and the hypotheses were verified.
Findings: This study uncovered that different types of exposure and level of involvement translate into different levels of awareness; awareness takes a positive effect on attitude towards sponsor and, the latter on purchase intentions. Additionally, it was demonstrated that a brand sponsoring two rival clubs does not affect both sets of fans in the same regard (when having into account the set of attitudes and the awareness) (based on the articulation of values and traits), hence, exhibiting the importance of congruent communication.
Contributions: This study adds to previous research by encompassing the study of the effects of a simultaneous sponsorship of two rival clubs in a different cultural setting. Furthermore, this study considered the different level of exposition of a sponsor and its effects.Objetivo: Sendo o futebol um desporto baseado na lealdade, este estudo pretendeu investigar os efeitos que se verificam num patrocínio simultâneo a dois clubes rivais, bem como, perceber a reação dos apoiantes dos clubes. Outro intuito foi o de examinar a existência de congruência dos atributos entre o patrocinador e os clubes, além de entender os efeitos do nível de exposição nas atitudes dos adeptos e nas intenções de compra, face ao patrocinador. Metodologia: Primeiramente foi realizada uma revisão de literatura sobre os temas marketing no desporto, marcas (valores, imagem, consciência), congruência, atitudes e intenções de compra em relação a um patrocinador. Seguidamente, foram formuladas hipóteses posteriormente testadas através de um questionário aplicado online junto de adeptos. Por último, foram analisados os dados e verificadas as hipóteses. Resultados: Este estudo revelou que diferentes tipos de exposição e nível de envolvimento se traduzem em diferentes níveis de conhecimento do patrocínio; que por sua vez, tem um efeito positivo na atitude face ao patrocinador e, este último nas intenções de compra. Adicionalmente, foi demonstrado que uma marca que patrocine dois clubes rivais não afeta ambos os grupos de adeptos de forma semelhante (quando consideradas as atitudes e o conhecimento/reconhecimento) (com base na harmonização/enquadramento de valores), evidenciando a importância de comunicação congruente. Contribuições: Esta dissertação contribui para estudos anteriores por considerar o estudo dos efeitos de um patrocínio simultâneo a clubes rivais num contexto cultural diferente. Adicionalmente, este estudo considerou os diferentes níveis de exposição de um patrocínio e os seus efeitos.