Elitidrottssponsring är ett kraftfullt marknadsföringsverktyg som företag använder sig av för att generera intresse, engagemang och lönsamhet, där allt mer idag sker i snabbt utvecklande digitala miljöer. Tidigare forskning har identifierat fem steg som utgör sponsringsprocessen, men det har däremot inte beskrivits hur den allt mer påverkande digitala kommunikationen påverkar elitidrottssponsorer i sponsringsprocessen. Syftet med studien är att beskriva hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen. För att uppnå detta har en kvalitativ forskningsmetod med en tolkande analys tillämpats. Studiens teoretiska ramverk baseras på sponsringsprocessens delar, och digital kommunikation. Empirimaterialet är insamlat från semistrukturerade intervjuer med representanter från fyra företag som sponsrar elitidrott. Studien visar att företagen arbetar systematiskt i sponsringsprocessen, som i allt högre grad präglas av digital kommunikation. Uttryck och omfattning på hur digital kommunikation påverkar arbetet varierar under sponsringsprocessen, men bidrar generellt med ökad affärsmässighet. Sponsringsprocessens inledande målsättning, primärt kopplat till högre krav på ROI och stärkt varumärke att kommunicera digitalt, genomsyrar beslut som fattas under processen. Företag påverkas som mest av digital kommunikation i sponsorförvärvet- och implementeringen, då arbetsstrategier anpassas till ökad konkurrens på marknaden och utveckling av användandet av nya digitala kommunikationsplattformar, såsom sociala medier. Digital kommunikation präglar även analys av centrala parametrar i sponsringsprocessen, främst kopplat till budgetering och utvärdering. Slutligen rapporteras vikten av att balansera kundcentrering och analog verkan, med ett tillvaratagande och utvecklande av strategier för digital kommunikation. Studiens implikationer främjas av att en modell som integrerar digital kommunikation i sponsringsprocessen presenteras. / Elite sports sponsorship is a powerful marketing tool that companies use to generate interest, engagement and profitability. Today, a revolutionizing big part of it takes place in rapidly developing digital environments. Previous research has identified five parts that constitute the sponsorship process, but it has not been described how digital communication affects elite sports sponsors in the sponsorship process. The purpose of the study is to describe how companies sponsoring elite athletes are influenced by digital communication when working in the sponsorship process. To achieve this, a qualitative research method with an interpretive analysis has been used. The theoretical framework is based on the sponsorship process, and digital communication. The empirical material is collected from semi-structured interviews with elite sport sponsors. The study shows that companies work systematically in the sponsorship process, which is increasingly influenced by digital communication. The expression of and extent to which digital communication influences varies during the sponsorship process, but overall, it contributes with increased commercialism. The initiating goal setting, mainly connected to higher demands on ROI and a strong brand to communicate digitally, perpetuates the decisions during the process. Companies are mostly influenced by digital communication in the sponsorship acquisition and implementation, as they adapt to increased competition and develop the use of digital communication platforms, such as social media. Digital communication also characterizes how companies analyze key figures, mainly in budgeting and evaluation. Finally, the importance of balancing customer centricity and operating analogically, with using and developing a strategy for digital communication is reported. The implications of the study are furthered by presenting a model integrating digital communication in the sponsorship process.

This dissertation explores the contribution to opera in South Africa by The Black Tie Ensemble. The research follows a qualitative research design. It is a historical case study which is conducted against an interpretivist philosophical perspective. Data were collected through interviews conducted with prominent role-players in The Black Tie Ensemble and through various articles from newspapers and magazines. From the data collected, specific themes crystallized; the impact of performance and training opportunities flourished during the twelve years of the existence of this unique programme, the development of singers and sponsorship to the arts contributed significantly to the success or failure of this phenomenon and outreach programmes introduced the genre to the broader community. Recommendations from this study could lead towards the planning and guidance of sponsorships for similar programmes in the future and indicate the need for more training facilities of young singers throughout the country, whilst gaining performance experience in a theatre. Such training and experience could ensure a future career in singing and hence job creation. / MA (Musicology), North-West University, Potchefstroom Campus, 2015

This dissertation explores the contribution to opera in South Africa by The Black Tie Ensemble. The research follows a qualitative research design. It is a historical case study which is conducted against an interpretivist philosophical perspective. Data were collected through interviews conducted with prominent role-players in The Black Tie Ensemble and through various articles from newspapers and magazines. From the data collected, specific themes crystallized; the impact of performance and training opportunities flourished during the twelve years of the existence of this unique programme, the development of singers and sponsorship to the arts contributed significantly to the success or failure of this phenomenon and outreach programmes introduced the genre to the broader community. Recommendations from this study could lead towards the planning and guidance of sponsorships for similar programmes in the future and indicate the need for more training facilities of young singers throughout the country, whilst gaining performance experience in a theatre. Such training and experience could ensure a future career in singing and hence job creation. / MA (Musicology), North-West University, Potchefstroom Campus, 2015

Uppsatsen, Från sponsorskap till Partnerskap, grundar sig i relationen mellan rättshavare och sponsor. Den berör de motiv och faktorer som kan göra ett sponsorskap mer attraktivt, både ur rättshavare och sponsors perspektiv, samt hur man kan öka effekten av relationen.Idrottsrelaterade sponsorinvesteringar har ökat markant i Sverige under senare år. Samtidigt har sponsorskapet blivit allt mer komplext och kommit till en punkt där rättshavare har svårt att möta sponsorns behov. Allt fler företag ställer högre krav på avkastning och efterfrågar också andra värden i sponsorskapet. Transaktionen, pengar mot exponering, som tidigare definierat sponsring har förändrats och är nu inne i ett paradigmskifte. Företag har identifierat andra värden, motiv och potential i sponsorskapet vilket har medfört ett allt mer relationsbaserat fokus där engagemang, förtroende och kommunikation blivit centrala delar för att skapa en starkare attraktionskraft. Denna förändring har också medfört att rättshavarens medvetenhet och förståelse kring företagens sponsormotiv samt effektkrav ställts på prov. Organisatoriska och verktygsmässiga förändringar hos rättshavare krävs för att kunna stärka attraktionskraften gentemot andra rättshavare, idrotter och marknadskanaler, detta genom en övergång från renodlat sponsorskap till en partnerverksamhet.Denna uppsats syftar därför till att undersöka vilka behov företag har av sponsring samt identifiera en struktur för partnerskapet. Uppsatsen syftar även till att skapa en djupare förståelse för företags behov samt vikten av att rättshavare paketerar och profilerar sin verksamhet på ett gynnsamt sätt. Utifrån litteraturen och empirin har vi definierat sponsorskapets fundament vilket också kan appliceras som grunden i ett partnerskap. Uppsatsen tar upp de grundläggande motiv för sponsring samt de parametrar och värden som särskiljer begreppen sponsorskap och partnerskap. En annan central del som har identifierats i denna uppsats, och som stöds både i litteraturen och empirin, är vikten av ett ökat samhällsengagemang. CSR-arbetet (corporate social responsibility) har blivit ett starkt växande verksamhetsområde hos de Allsvenska fotbollsklubbarna och är i många fall direkt avgörande för verksamhetens sponsorintäkter. / Whilst sport sponsorship investments has increased rapidly in Sweden over the past years, it has also reached a point of where the right holders have difficulties to meet the sponsors demand for more articulated outcomes. More and more companies view the sponsorship as more than a mere communication platform of mixed communication activities such as PR, direct on-sales and exposure. Sponsors now start to see the true potential of sponsorship, whereas the relationship could bring more to the company than the sponsorship offer; money in exchange for commercial access. In order to meet this demand the property organizations (in this paper, mostly referred to as the football clubs) have to look for reconstruction of their operations. A turn from the expression “sponsor”, to “partner” can be seen throughout the Swedish football world, though has little actual operational change been set to practice. This paper seeks to examine the new demands set from sponsors as well as identify the true nature of the partnership structure. We believe that with a deeper understanding of sponsor demands the property organizations can create a conceptualized and attractive profile, as well as add structural change into the operations, which could be beneficial for both parties.With help from literature we define sponsorship, which will be viewed as the fundamentals of partnership. Relevant B2B-relationship theories, such as commitment, trust and communication will be applied as cornerstones to a successful partner relationship. The empirical studies, showing that there is a demand for more communicative CSR-activities in the clubs, will be combined with earlier research on the subject of CRSS, cause-related sport sponsorship to highlight the importance of profiling.

Title: Management Comparison of JKA Sports Karate Association in the Czech Republic and Abroad Goals: This thesis deals with the problematic of management in sports karate organizations in selected European countries. The aim is to give suggestions for management improvement in selected organizations. The suggestions will be based on an analysis of managerial functions and subsequent comparison of Czech and foreign organizations. Methods: For this thesis I used the methods of structured non-standardized interview, descriptive analysis, SWOT analysis and comparison. Results: The results of the thesis are proposals for implementation in problematic parts of each organization. The changes are proposed in managerial functions of planning, organizing and staffing and improvement of sponsorship and promotional activities. Keywords: Management, Managerial functions, Sports organization, Marketing, Sponsorship, Comparison, Karate

Title: Comparison of Proposals for Club's Sponsors in Czech League of American Football Targets: The main target of the thesis is to compare the proposals for the club's sponsors in the highest league of American football in the Czech Republic and suggest the recommendations for content of the proposals. Methods: Mixed research was used to achieve the target of the thesis, including an evaluation case study and an electronic survey. Results: The results of the research show the proposal of the Prague Black Panthers is the best processed. A long-term research is needed to prove it, but the results of the research show there might be a relationship between quality of the proposal, budget and the sports achievements of the club. The comparison of the current proposals with the sport marketing theory shows an inadequate proposal processing and lack of essential information which are important for the potential sponsors. Keywords: sport marketing, comparison, sponsorship, advertising, list of advertisement options, american football

Title: Ice Hockey Match as a Means of Marketing Communication Objective: Analyse of individual sports advertisement types realized through hockey match from sponzor's perspective. Methods: Qualitative research, case study, personal questionnaire, observation Results: Analysis evaluation of individual sports advertisement types. Keywords: Sports marketing, marketing communication, advertisement in sport, sponsorship, ice hockey

Title: Management comparison of sports organization SK Praga Vysočany with the Norwegian sports organization LYN Fotball Goals: This thesis deals with comparison of Czech and Norwegian non-profit organizations in football area. The aim is to give suggestions for management improvement which will be based on an analysis of managerial functions (planning, organizing, selection and deploying staff, leadership, control) and on subsequent comparison of both clubs. Methods: Semi-structured interview, SWOT analysis, descriptive analysis, comparison Results: The results of this thesis are proposals for improvement in problematic areas of each club which do not work for 100 %. Suggestions for improvement involve managerial functions of planning, organizing and staffing in clubs. Suggestions are focused on sponsorship and promotion as well. Keywords: Non-profit organization, Sports organization, Managerial functions, Management, Comparison, Sponsorship

Title: Management of the sport event Chance 3x3 Tour Objectives: The aim of this master thesis is to evaluate the organization of the sport event and suggest concrete arrangements for improvement of the upcoming years. Methods: The analytical part of the thesis was conducted through the qualitative research. Qualitative research methods, which are used in this work, are hidden observation, document analysis, unstructured interview and SWOT analysis. Results: There were suggested some recommendations on the basis of the SWOT analysis for the upcoming events. Analysis of the action revealed some shortcomings that should be eliminated thanks to these recommendations. Key words: Sport event, project management, sport sponsorship, SWOT analysis, 3x3 basketball

本研究目的在於深入瞭解電視產業如何執行轉播運動賽事的廣告行銷企劃，與在這過程中廣告主與電視臺如何進行溝通互動。現今電視臺在就所轉播的運動賽事做廣告業務銷售時，除了單純的電視廣告秒數販賣之外，往往會加入「置入性行銷」這塊，可能是衍生的相關活動、新聞議題、節目再製播、節目鏡面畫面運用、週邊文宣物露出、甚至是電視臺旗下的網路新媒體配合等。也就是產業界往往以「專案」稱之。然而不同電視臺轉播不同的運動賽事如何進行銷售包裝常是流程、規格不一、祕而不宣，過往中外對於「置入性行銷」的相關研究由於主要起源於小說出版界及電影，各項論述多為方向、戰略（strategy），較少具體方法、戰術（tactic），尤其是針對運動賽事電視節目做深入探究者。因此本研究透過個案研究法集結兩個運動賽事節目轉播的實務個案：分別由無線電視、衛星電視主導轉播的兩屆亞洲運動會，加以厚描、歸納之，期能建構適用性相對較高的具體建議與方案。 / The purpose of this study is to understand how the TV industry to carry out advertising marketing campaigns for TV sports, and how the advertisers interact with each other in this process. Nowadays, in addition to the regular sales of TV commercials, it is often possible to join the "product placement", which may be related activities, news, derivative issues, programs, digital media cooperation and so on. This is also called “project” by this industry. However, how different TV stations sell their specific sales packaging is often a secret. In the past, the related research on “product placement” was mainly originated in the novel publishing industry and movies. Accordingly, the discussion focuses on the description of strategic direction instead of tactics, especially for TV sports programs. Therefore, this study attempts to provide the concrete suggestions and solutions through the case study method. The two cases chosen for the thick description and summary are the Asian Games on TV dominated by terrestrial TV and cable TV separately.