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.

Bibliography: leaves 231-291. / xiv, 291 leaves : ill. ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / 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. / Thesis (Ph.D.)--University of Adelaide, Dept. of Commerce, 2002

The underlying motivation of this paper is the investigation of the impact sport sponsorship has on a brand. As sport sponsorship is scholarly considered to be a powerful brand equity building method, this communication tool gains globally in importance by contributing essentially to business success. While the popularity increases, simultaneously the investments, necessary for an efficient realization, rise. Nonetheless even though sponsorship is frequently applied, the evaluation is mainly based on quantitative terms (e.g. media tracking), neglecting the qualitative impacts. In order to gain meaningful data, which allows generalization, the study is based on the sport sponsorship involvement of Löfbergs Lila AB at the hockey club Färjestad BK. A quantitative research strategy is applied by the conduction of a survey within the pre-defined target audience of hockey affine people. Three propositions from different perspectives are used to investigate the main research question and provide a broader picture of the topic. Therefore in order to answer the research question, Does sport sponsorship especially in terms of brand image and brand awareness in a particular target group affect the sponsor’s brand?, brand awareness, brand image and sponsor-fit are examined separately. The study has shown that brand knowledge (brand awareness, brand image) is directly influenced by sport sponsorship efforts. The findings state a positive impact and associations, whereby no direct effect in terms of customers’ brand loyalty can be observed. Nevertheless according to the in the paper developed conceptual model, an influence on brand loyalty building variables is not dependent on sponsorship efforts, rather on the brand’s underlying product attributes, satisfying customer needs and requirements. In general sport sponsorship is a meaningful tool, but requires integration in a diversified marketing communication-mix in order to tap the full potential.

I dagens konkurrensintensiva affärsvärld är företagets varumärke, som innefattar sin identitet, image och rykte, en central faktor för pålitliga och hållbara relationer mellan företaget och deras intressenter. Sponsring har blivit ett användbart arbetssätt som kan förbättra konsumenternas association till företag som traditionell reklam saknar. I tiden ligger också att arbeta med hållbar utveckling, därav används sponsring som ett verktyg inom CSR främst bland börsnoterade svenska företag. Syftet med studien är att öka förståelsen om vad som gör sponsring inom arbetet gällande hållbarhet framgångsrikt. Hur sponsring i företagandet blir ett verktyg i arbetet mot hållbar utveckling. Studien är baserad på fyra börsnoterade företag i Sverige som är verksamma inom olika branscher. Tillvägagångssättet var en multipel fallstudie av kvalitativ karaktär. Som teknik för insamling och bearbetning av data var sekundäranalys. En abduktiv ansats används då mer teori efter bearbetning av data behövdes.Vi anser att det idag finns begränsat med forskning som berör den svenska marknaden gällande hur arbetet med CSR-relaterad sponsring bör bedrivas. Därför var vår avsikt att bidra med mer kunskap som kan användas till framtida forskning inom ämnet sponsring. Vårt arbete skulle kunna ligga till grund till företag i Sverige som vill utveckla sitt hållbarhetsarbete via sponsring.Slutsatsen blev en modell som vi anser innehåller de viktigaste faktorerna för att lyckas med sponsring som ett verktyg inom hållbarhetsarbete. Modellen kan både fungera som en vägvisare för verksamheter som vill tillämpa CSR-relaterad sponsring eller som en analysmall när arbetet skall utvärderas. / In today's highly competitive business society, the company brand, which stands for its identity, image and reputation, function as a key factor for reliable and durable relationships between the company and its stakeholders. Sponsorship has become a useful approach that can improve the consumers association to companies that conventional advertising can´t. Working with sustainable development is very much in style at the moment. Sponsorship is therefore commonly used as a tool for CSR among listed Swedish companies. The purpose of this study is to increase the understanding to what makes CSR-related sponsorship successful. How sponsorship can be used as a tool while working towards sustainable development. The study is based on four listed companies in Sweden that operates in different industries. The approach we have chosen to take is a multiple-case study design using a qualitative perspective. We have also chosen to collect and process data using the technique of secondary analysis. An abductive reasoning was applied since more theory was needed to process the data collected.We feel that the studies available on the Swedish market today was very limited on the subject regarding how CSR-related sponsorship should be conducted. Therefore our main purpose was to provide more knowledge to be used in future research regarding the area of sponsorship. Our study could function as a guide to companies that want to develop their sustainability efforts through sponsorship.Our conclusion resulted in a model that we believe contain the most important factors to succeed in sponsorship as a tool of sustainability. The model can both act as a guide for companies that want to apply CSR-related sponsorship as well as an analysis template for evaluating existing work.

Darbo pavadinimas: Verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertinimas (The business companies evaluation of Lithuanian sport federations‘ sponsorship packages) Darbo objektas: verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertimas. Darbo tikslas: Išanalizuoti verslo įmonėms pateiktų Lietuvos sporto šakų federacijų paramos paketų vertinimą. Uždaviniai: 1. Atskleisti sporto paramos esmę ir investicijų raišką bei naudą rėmėjams; 2. Išnagrinėti sporto paramos paketo kūrimo etapus; 3. Ištirti verslo įmonėms Lietuvos sporto šakų federacijų pateiktų svarbių paramos paketo dalių vertinimą, svarbiausių ir mažiau svarbių dalių kontekste. Išvados. Sporto parama – tai mainų procesas, kai verslo atstovas už investiciją į sporto objektą turi galimybę vystyti savo prekinį ženklą, įgyti tiesioginių asociacijų su produktu ar įvykiu, perduoti pageidaujamą pranešimą, atskleisti socialinę atsakomybę tikslinę auditoriją pasiekiant per sportą. Rėmėjo teisės auga didėjant investicijai, todėl kiekvienas indėlis turi atsakomąją paslaugą. Formuojant paramos paketą pirmiausia reikia atrasti rėmėjų grupes, išsiaiškinti kokios bendros charakteristikos yra būdingos rėmėjui ir sporto šakai arba renginiui. Remiantis surinkta informacija pasirenkami konkretūs rėmėjai. Atlikus paramos auditą, pagal idealaus paramos paketo modelį paruošiamas paramos paketas, skirtas konkrečiai verslo įmonei ir pateikiantis sporto organizacijos siūlomas naudas rėmėjui... [toliau žr. visą tekstą] / The purpose of theses: to educe sport sponsor attitude forward sponsorship package Tasks of theses: 1. To reveal the essence of sport sponsorship and investment in the resolutionand the benefits to sponsors; 2. To examine the sport sponsorship package phases of development; 3. To investigate presented to business companies evaluation of Lithuania sport federation‘s sport sponsorship packages‘ important parts in the context of most important and less important parts. Conclusions. Sport sponsorship – it is a process of exchange, when sponsor changes investment for sport object to get possibilities to develop brand, to get association with product or event, transmit the desiredmessage and reveal the social responsibility of reaching the target audience through sport. Sponsor egislation increases with investment, so every input hasresponse service. In the formation of sponsorship package is first necessary to find group of potencial sponsors, to find out what the common characteristics are specific to sport or event and the sponsor. According to information collected sports organizations need to focus on specific sponsors. Following an audit of sponsorship, according to the model of the ideal sponsorship package prepared sponsorship package for a particular business enterprise and provides the benefits provides benefits offered to the sponsor. After analysis of business companies evaluation of sponsorship packages, the sponsorship package parts has been divided into two groups -... [to full text]

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.

Thesis (M.B.A.)--University of North Carolina Wilmington, 2009. / Title from PDF title page (February 22, 2010) Includes bibliographical references (p. 30-33)

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.

The first chapter explores the extent to which campaign contributions to politicians in the financial sector can influence the economic performance of the banks. In this paper, I study the relationship between campaign contribution, probability of failure and portfolio investment. I find that there is a significant effect of campaign contributions on the probability of failure and riskier investment portfolio using U.S. state banks. This effect is more pronounced for smaller and less geographically diversified banks. The results are robust for the overall risk taking measure ($Z-score$ and volatility of the return). The result is also robust using the magnitude of contributions. Using bivariate model and Blundell-Bond estimate to control for endogeneity of campaign contributions, I find that the results are robust. Using US legislative data on congressmen from congress.gov, the second chapter (co-authored with Aggey Semenov) investigates the effect of U.S. Congress legislators' non roll--call activity in bill sponsorship and co--sponsorship on campaign contributions from the financial industry. We found that bill sponsorship has positive and significant effect on campaign contributions in both Chambers. Co--sponsorship has positive and significant effect on contributions in the House but not in the Senate. We link this observation to a longer term of senators compare to congressmen; senators have more time to engage in more profitable sponsorship than congressmen. Legislators' efficiency in promoting bills to laws is rewarded by the financial industry. We also conduct robustness checks. Motivated by a large literature on the determinants of Foreign Direct Investment (FDI), the third chapter (co-authored with Roland Pongou) is assigned to understand whether a leader's longevity in office promotes FDI inflows? We answer this question with a novel dataset on the personal characteristics of African leaders covering the period from 1960 to 2011. We find that political longevity increases FDI inflows. The effect is robust to controlling for leader heterogeneity using leader fixed effects. The results remain unchanged when using plausible instrumental variables for political longevity to address possible endogeneity issues, and when estimating a dynamic model. Importantly, the effect of longevity on FDI inflows is only positive for more democratic regimes. Exploring the mechanism, we find that longevity of leaders improves the rule of laws, bureaucracy, property rights, and infrastructure, and reduces corruption. We also find that unobserved characteristics of leaders such as his ability play a role in its longevity and the improvement of institutions.

This thesis is devoted to the McDonald's Olympic Hopefuls sponsorship project. The first two parts include theoretical essentials for elaboration and the terms concerning marketing. Explanation of terms related to marketing communication and commercial communications is also included in this section. The third part is focused on sponsorship, its types and evaluation of sponsorship projects. The application part describes the history of the McDonald's Olympic Hopefuls project. Evaluation of the project and future recommendations are also presented here.