Thesis (MBA)--Stellenbosch University, 2011. / Each year, companies spend more money on sponsorship, and consequently the importance of sponsorship as a marketing communication tool has increased significantly. As a result, answering the question of how effective this investment is for a company has become increasingly important. Previous research of analysing the measurement of sponsorship effectiveness has been inconsistent. This research study analyses the relationship between key variables which measure sponsorship effectiveness, namely: brand awareness, corporate image, and purchase intention. In addition, the influence of the variable sports involvement on the other variables has been measured. The data was collected using a questionnaire during the international soccer federation (Fédération Internationale de Football Association, FIFA) World Cup 2010 which was the first international sports event of this dimension on the African continent. This, in conjunction with the fact of inconsistent findings of previous research and the increasing importance of sponsorship for companies, contribute to a unique and new era of sponsorship research. Findings of this research indicate that consumer involvement has a direct positive effect on the perceptions of corporate image, as well as on consumers‟ purchase intention of sponsors‟ products. Purchase intention is also favourably influenced by brand awareness and corporate image of consumers. These findings are to a certain extent different than the results of Ko, Kim, Claussen and Kim (2008: 79-94) who conducted a similar study during the FIFA World Cup 2002. Consequently, this is a further indication that findings concerning sponsorship effectiveness research are inconsistent. The geographical area of data collection also has an influence on the results. In the case of South Africa, it was possible to observe that the different socio-demographic variables, gender and ethnical background had an impact on responses to the different research variables.

Marketing research of reasons of companies to sports sponzorship in times of economic crisis Objectives: The aim of this work is using marketing research to determine how reasons of companies to sports sponsorship are changed in times of economic crisis. In assessing the reason of companies we observe whether size and regional focus of the company have an impact on sports sponsorship. Work shows differences in sponsorship of sport before the crisis and during crisis. Methods: Gain of necessary information has been made by questionnaire. Questionnaires were sent by emails to participated companies. Results: Financial crisis didn't touched sport branch so much how it was expected. Results show that companies sponsored more sport branches than in past. This doesn't mean there were more financial resources in sport. For smaller companies amount of money increased in percent for sponsoring, but for bigger companies is situation opposite. We can say just the same in absolute amount also. It's thus possible that sport gained less financial resources during financial crisis, because degradation affected bigger companies. We can say smaller companies were hit by crises in smaller extent than bigger companies. Key words: marketing communication, communication mix, sponsorship, sports advertising,...

Thesis (doctoral)--Universität, Regensburg, 2009. / Includes bibliographical references.

In October 2017, the Olympic Committee rendered official its decision to consider electronic sports (eSports) as sports. The global eSports market was valued at nearly 493 million U.S. dollars in 2016, with 80% of the revenues coming from sponsorship. Sponsorship has become an important matter for organizations, since it can be a powerful tool to establish or change a company’s brand image; indeed, more than 600 sponsorship agreements were signed in 2016 in the eSport industry. This paper aims at finding out how do sport and eSport enthusiasts differ in their perception of the brand image of a sponsoring brand. The study was conducted by using combined research methods. First, we used a qualitative approach with semi-structured interviews, in order to get a better understanding of the general context. Then a questionnaire was used to fully understand the differences and similarities between sport and eSport enthusiasts, and to identify the variables that impact the sponsorship response (measured by favour, interest, and use). The variables studied were event image, perceived fit, attitudes towards the brand as a sponsor, brand personality, brand associations, self-concepts and brand identification. The results show that sport enthusiasts are more impacted by factors such as brand identification and self-concepts, while brand associations matter for both groups.

Sport sponsorship on social media is a marketing promotional tool that has become increasingly popular. Further, the sport sponsorship spending is only expected to increase. Athletes are becoming brand ambassadors and communicators advertising products and brands on their social media channels. Collaborations between athletes and brands can be essential for both parties. Previous research has studied the concept of sport sponsorship´s influence on brand equity and sport sponsorship´s influence on social media engagement. However, to the best of the author's knowledge, no prior study has focused on how an individual's personality affects the perception of the brand personality of the sponsor brand, as well as the personality of the promoting athlete in the context of social media marketing. As culture differences have been reported to affect sport sponsoring, the decision was taken to focus on the Swedish market, which has not been studied before. Thus, the following research question was put forth: How do Swedish consumers perceive sport sponsorship on social media, and what are the effects of congruence? Through a mixed method approach the study aimed to answer the research question. The aim of the study was to develop a deeper understanding around sport sponsorship on the social media platform Instagram and how it affects consumers' attitude towards and perception of the brand acting as a sponsor. An online questionnaire was sent out to consumers within Generation Z as well as interviews were held with business practitioners to gain information from various perspectives. The findings of the study will give brand managers within the Swedish market insights into the consumers´ attitude towards sport sponsorship which will be of major importance when planning future activities within this area. The study is based on the theoretical framework centered on the Big 5 Personality Traits, Brand Personality and Congruency Theory. Results reveal that congruence between the consumer ́s personality traits and the athlete ́s personality traits as well as between the athlete´s personality traits and the brand's personality both have an impact on how consumers perceive the outcomes of sport sponsorship on social media. The outcomes studied were consumers´ perception of fit, consumers´ attitude towards the sport sponsorship, brand reputation and consumers perception of self-brand connection. Looking at the brand personality dimensions, sincerity is considered to be highly essential for a brand as it is this dimension alone that was shown to have an effect on how consumers view the sport sponsorship when it comes to overall fit, attitude, reputation and self-brand connection. An athlete, on the other hand, should be sought by being perceived as conscientious, as this trait is shown to have a positive impact on the congruence between the respondent and the athlete and influences the perceived overall fit, attitude, and self-brand connection. However, results also reveal that different athletes are perceived differently and thus the outcomes of the sport sponsorship, from the sponsoring brand´s perspective, may differ.

Idrottssponsring ses idag som ett legitimt marknadsföringsverktyg, och är någonting som företag spenderar allt mer pengar på. För idrottsföreningar är sponsorintäkter en viktig del i att bedriva sin verksamhet. Tidigare forskning inom området hanterar frågan främst ur ett företagsperspektiv, hur företag kan nå strategiska mål genom sponsring. Det finns däremot inte lika mycket forskning som hanterar frågan ur idrottsföreningarnas perspektiv, hur de bör arbeta för attattrahera sponsorer. Därför är syftet med studien att öka förståelsen kring hur idrottsföreningar kan arbeta för att bli så attraktiva som möjligt för sponsorer. Genom en kvalitativ studie där semistrukturerade intervjuer genomförts med två företag och två idrottsföreningar ger studien svar på forskningsfrågan om vad företag vill uppnå genom sin sponsring och vad idrottsföreningars värdeerbjudande består av. Empirin analyserades genom en tematisk analys baserad på teman formulerade ur studiens teoretiska referensram. Studien visar att företag lägger stor vikt vid samhällsnytta som kan kombineras med exponering, att sponsorinvesteringar ger ett affärsvärde tillbaka till företaget samt att det finns en professionell organisation att samarbeta med. Dessa resultat, i kombination med empirin från idrottsföreningarna, utmynnade i följande praktiska rekommendationer. Idrottsföreningar bör fokusera på att optimera exponeringsytor som direkt kan kopplas till samhällsnyttiga projekt, prioritera affärsmässig kompentens inom organisationen för att skapa och bibehålla professionella relationer med företagspartners samt identifiera en tydlig profil att kommunicera utåt. Dessa slutsatser och rekommendationer kan vara till hjälp för idrottsföreningar som vill utveckla sin förmåga att attrahera sponsorer. / Sports sponsorship is seen today as a legitimate marketing tool and is something that companies spend more and more money on. For sports associations, sponsorship income is an important part of running their business. Previous research in the area deals with the issue primarily from a company perspective, how companies can achieve strategic goals through sponsorship. However, there is not as much research that deals with the issue from the sports associations' perspective, how they should work to attract sponsors. Therefore, the aim of this study is to increase the understanding of how sports associations can work to become as attractive as possible to sponsors. By conducting a qualitative study with semi-structured interviews with two companies and two sports associations, the study answers the research question about what companies want to achieve with their sponsorship and what the sports associations' value offer consists of. The empirical material was analyzed with the help of a thematic analysis based on themes formulated from the studies' theoretical frame of reference. The study shows that companies attach great importance to social benefit that can be combined with exposure, that sponsorship investments should provide business value back to the company and that there is a professional organization to collaborate with. These results, combined with the empirical evidence from the sports associations, resulted in the following practical recommendations. Sports associations should concentrate on optimizing areas of exposure which can be directly linked to socially beneficial projects, prioritize business competences within the organization in order to create and maintain professional relationships with partners and finally, they should identify a clear profile to communicate externally. These conclusions and recommendations can be helpful for sports associations that want to develop their ability to attract sponsors.

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.

Sports sponsorship accounts for the majority of global sponsorship revenue and is a mutually beneficial business relationship between two parties -the sponsor and the sponsee. The most successful sports sponsorships are based on a good relationship between the sports entity and its sponsor, however, the relationship between the sponsor and the sponsee is difficult to understand due to the lack oftheoretical and managerial implications of the area. Thus, the purpose of this thesis is to provide a better understanding of how sport entities and their existing sponsors manage their interorganizational relationship. In order to reach the stated purpose, research questions are derived focusing on the exchange and the maintenance of the sport sponsor relationship. Based on the research questions, an extensive literature review is conducted landing in a proposed conceptual framework. A qualitative case study approach is used to collect data through semi-structured interviews with two national and two international professional sports organizations. The result of the study shows how the existing relationship between sports organizations and their sponsors is managed. The most valued aspect in a sport sponsorship relationship is to develop a long-term partnership and that the parties involved are committed to the relationship and work actively to make it mutually beneficial. The sponsors are for the most partincluded in the activities of the sport entity, which posits high-quality communication as an essential tool in maintaining a successful relationship. In order to maximize the value generated from the offered benefits, the partners must be willing to utilize the full potential in participating in the sport entity’s various activities.

Sponsring av idrottsevenemang innefattar ett ömsesidigt utbyte mellan sponsorn och idrottsevenemanget vilket gör att sponsring blir aktuellt både i idrottsvärlden och företagsvärlden. Företag som sponsrar idrottsevenemang kan arbeta med sponsringen både externt och internt. Det externa arbetet har länge varit det primära syftet med sponsring vilket har lett till att det interna arbetet inte uppmärksammats i samma utsträckning. En central faktor vid internt arbete är att påverka de anställdas arbetsmotivation.   Syftet med denna studie är att skapa en förståelse för samt beskriva hur sponsring av idrottsevenemang används internt för att påverka de anställdas arbetsmotivation. För att undersöka detta har intervjuer med Vasaloppets samtliga fem huvudsponsorer genomförts. För att analysera det empiriska materialet tog vi stöd i studiens teoretiska referensram.  Vår studie visar att samtliga företag arbetar internt med sin sponsring av idrottsevenemang men i olika utsträckning och på olika sätt. Studien tyder på att företagets storlek, bransch samt sponsorskapets långvarighet kan påverka skiljaktigheter i det interna arbetet. Studien visar även att det interna arbetet med sponsorskapet av Vasaloppet kan generera arbetsmotivation hos de anställda på grund av stolthet och engagemang.  Bidraget med vår studie är framtagandet av tre olika arbetsområden som företag bör ta i beaktning i det interna arbetet vid sponsring av idrottsevenemang för att påverka de anställdas arbetsmotivation: värderingar, personligt intresse och involvering. Avslutningsvis kan vi konstatera att det interna arbetet med sponsring av idrottsevenemang kan bli begränsat på grund av att de interna effekterna är svåra för företag att mäta och sätta ett värde på. / Sport event sponsorship involves a mutual exchange between the sponsor and the sporting event, which makes sponsorship relevant in the world of sports and the business world. Companies that sponsor sport events can work with sponsorship both externally and internally. External work has long been the primary purpose of sponsoring, which had led to a minor focus on the internal work. A key factor of internal work is to influence employees work motivation.  The purpose of this study is to create an understanding of and describe how sport event sponsorship is used internally to influence employees’ work motivation. To investigate this interviews with all of the five main sponsors of Vasaloppet were conducted. To analyze the empirical material, we took support in the theoretical frame of the study.  Our study shows that all companies work internally with their sport event sponsorships, but in varying extent and in different ways. The study indicates that the differences in the size of the company, the industry and the longevity of the sponsorship may affect differences in how a company forms the internal work. The study also shows that the internal work with the sponsorship of Vasaloppet can generate work motivation among the employees’ due to staff pride and commitment.  The contribution of our study is the development of three different work areas that companies should take into account when forming the internal work of a sport event sponsorship to influence employees’ work motivation: values, personal interest and involvement. In conclusion, we can conclude that the internal work with sponsoring sport events can be limited because the internal effects are difficult for companies to measure and value.

La relevancia del patrocinio en distintos ámbitos ha ido incrementando en los últimos años debido al aumento de exposición que pueden conseguir las marcas al asociarse con distintas plataformas, actividades y personas. La industria del deporte no es ajena a este fenómeno, sino que, por el contrario, sus eventos, personalidades, equipos y otros agentes capturan un público cuyo número se encuentra en constante crecimiento. Por esta razón, las marcas apelan cada vez más a posicionarse en el sector deportivo con el objetivo de obtener distintos beneficios, entre ellos, incrementar su valor de marca. Para el desarrollo de la presente investigación, se realizó un estudio correlacional con una muestra final de 385 personas mayores de edad, que viven en Lima Metropolitana y tienen cierto nivel de información sobre el deporte en el Perú. Para poder contrastar las hipótesis y obtener evidencias de relación entre las variables se utilizaron técnicas de estadística inferencial. Los resultados concluyentes demostraron que existe una relación directa entre el patrocinio deportivo y el valor de marca, y entre el patrocinio deportivo y cada una de las dimensiones que componen al concepto de valor de marca. Este hallazgo es relevante para aquellas organizaciones que consideran el patrocinio como herramienta a utilizar dentro de sus estrategias. / The importance of sponsorship in different fields has been increasing over the last years due to the rise in exposure that brands can achieve by working with several platforms, activities and people. The sport industry is no exception to this phenomenon, on the contrary, its events, personalities, teams and other stakeholders capture a constantly-growing number of people. For this reason, companies tend to position themselves in this area in order to acquire benefits and increase their brand equity levels. For the purpose of this research, a correlational study took place with a final sample of 385 people who were 18 years old or older, live in Lima Metropolitana and have a certain level of information about sports in Peru. In order to compare the hypothesis and gather evidence on the relationship between variables, inferential statistic techniques were applied. Conclusive results showed that there is a direct relationship between sports sponsorship and brand equity, and between sports sponsorship and each of the dimensions that make up brand equity. These findings are relevant to those organizations that consider sponsorship as a valuable tool among their strategies. / Tesis