The diploma thesis deals with the sponsorship strategy of the company adidas from local as well as global perspective. The aim of this thesis is to evaluate the sponsorship strategy of the company adidas and suggest possible changes and suitable measures how to make the sponsorship strategy of the company adidas ČR s.r.o more profitable and effective. The work is divided into four chapters. The first part of the thesis is devoted to the theoretical definition of sponsorship and its goals, advantages, forms and types. Second chapter introduces the company adidas AG. The another part of the work is focused on the sponsorship strategy of the company adidas AG and adidas ČR s.r.o. The work analyzes the sponzored portfolio of sport teams, individuals and events. The last part of the thesis verifies discovered results via questionnaire survey. Based on these outcomes recommendations and changes are suggested to the sponsorship strategy of the company adidas ČR s.r.o.

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Med anledning av bristande forskning om sponsorrelationers utveckling, är studiens syfte att öka förståelsen för vilka relationskomponenter som är avgörande för sponsorrelationens olika livscykelfaser. Studien syftar specifikt till att undersöka evenemangssponsring. För att uppnå studiens syfte genomfördes två fallstudier om en pågående sponsorrelation mellan Arla och Tjejmilen, samt en avslutad sponsorrelation mellan Arla och Vasaloppet. En representant från respektive organisation intervjuades. Materialet analyserades utifrån det teoretiska ramverket, vilket utgjordes av en livscykelmodell. Formationsfasens avgörande komponent var relationsspecifika investeringar, den möjliggjorde utveckling av tillit. Operationaliseringsfasen karaktäriserades av kunskapsdelning samt kompletterande resurser, eftersom parterna upprätthöll sina ansträngningar utvecklades relationerna till resultatfasen. De hängivna kontaktpersonerna var en viktig faktor för funktionen av samtliga relationskomponenter och att sponsorrelationen kunde utvecklas. Till skillnad från tidigare forskning tyder resultaten på att sponsorrelationens parter var övertygade om att resurserna och kunskaperna var kompatibla redan innan formationsfasen hade inletts. Därmed identifierades en begynnelsefas som inträffar innan sponsorrelationens formationsfas. / Owing to insufficient research on the development of sponsorship, the purpose of the study is to increase the understanding of which relational components are crucial in the different life cycle stages of sponsorship relationships. The study investigates event sponsorship. Two case studies were conducted: an ongoing sponsorship relationship between Arla and Tjejmilen and a finished between Arla and Vasaloppet. Interviews were held with the representatives. The analysis was based on a life cycle model. Specific relational investments were crucial in the formation stage. The operationalization stage was characterized by knowledge-sharing and complementary resources. As parties sustained their efforts, relations developed into the outcome stage. The devoted contact persons were important for the function of all relationship components. The parties of the sponsorship relationship were convinced that their resources and knowledges were compatible before the formation stage. Thus, an initial stage was identified, which occurs before the formation stage.

Denna studie är en del av ett examinerade moment i form av ett examensarbete för två studenter vid Högskolan Dalarna. Där den ena har studerat Detaljhandelsprogrammet och den andra studerat Sport Management. Arbetet sammanfogar de båda programmen via fokus på effekten av livsmedelsbutiker marknadsföringsaktiviteter i form av sponsring gentemot deras kunder. Sponsring beskrivs som en form av associationsmarknadsföring där ett företagen kan betala för kommersiella rättigheter, exempelvis en person, företag eller evenemang. I denna studie fokuserar vi på livsmedelsbutiker som använder sig av idrottsföreningar för att skapa medvetenhet om varumärket genom att sponsra lokala idrottsaktiviteter. Syftet med studien är att ta reda på vilken inverkan dessa aktiviteter har på konsumenternas attityd. Vi vill undersöka hur väl livsmedelsbutikerna lyckats med sin sponsring genom att, via enkäter, fråga konsumenterna hur de upplever sponsringen hos livsmedelsbutiken där de handlar. Studien bygger på enkäter som delats ut till konsumenter utanför tre olika livsmedelsbutiker i Dalarna. Vid totalt fyra tillfällen uppgick antalet respondenter till sammanlagt 90 stycken med varierande ålder, civilstånd, idrottsintresse med mera. Resultatet visar att merparten av respondenterna inte besöker butiken på grund av sponsringsaktiviteten, men att de generellt sett har en positiv attityd mot det. Vi visar även skillnader i attityden mellan olika grupper med avseende på individers koppling till idrott, antal barn och ålder. Slutligen ser vi att kännedomen kring sponsringen är hög. / This study is an examination in the form of a bachelor dissertation by two students at Dalarna University. One of them has studied the retail program and the other one has studied the sport management program. This study merges the two programs by focusing on the effect that grocery stores’ marketing activities in the form of sports sponsorship has on their customers. Sponsorship is described as a form of association marketing where a company can pay for commercial rights, such as a person, company, or event. In this study we focus on grocery stores that utilize sport associations to create brand awareness by sponsoring local sport activities. The purpose of this study is to investigate the consumers attitude towards their local grocery stores from a sponsorship perspective. We want to examine how well the grocery stores have succeeded with their sponsorship by asking customers about their attitude and how they experience the sponsorship of the grocery store where they shop. The study is based on surveys that were distributed outside three different grocery stores in Dalarna. The number of respondents during these four occasions amounted to a total of 90, all with varying age, marital state, sports interest and so forth. The result shows that most of the respondent’s go to the specific grocery store because of the sponsorship activities, but that they generally perceive it as something positive. It also showed differences in perceived attitude depending on the degree of sports interest, number of children and age.

Background: Sponsorships are a way for brands to communicate with their observers at entertainment events. Sponsorship cues, event context, and consumer/sponsor relationships are important to be aware of in order to create impacting sponsorship communication.  Purpose: The purpose was to explore sponsorship communication from the viewer’s perspective in an entertainment event context. The research question was “How does the viewer characterize impacting sponsorship communication?” Methodology: The study undertook a qualitative research strategy and was of an exploratory nature. The research design used was unstructured interviews and the sample was collected through a convenience sample. The participants of the study were students between the ages of 18-30 with no preference between males and females. After seven interviews had been conducted, theoretical saturation was reached.  Conclusion: The main findings of this study was that Astonishment, Acceptance, Status, Affiliation, Authenticity and Apprehension are important categories to consider in sponsorship communication. It became evident that there was not one correct way of conducting sponsored communication, instead a balance between the different categories is needed in the communication. It was further discovered that each category has its individual impact on the viewer’s perspective of the sponsored communication and entertainment events.

Bakgrund: All professionell idrott är mer eller mindre beroende av sponsorer för att kunna bedriva en bra verksamhet. Problematiken ligger i att herridrotten får en betydligt större del av den totala sponsringssumman. Sponsring inom damidrott är ett relativt outforskat område. Leksands IF är en välkänd förening i Sverige som har ett damlag i den högsta divisionen SDHL. Syfte: Syftet med uppsatsen är att förstå och beskriva vilka faktorer som är avgörande för företag i valet av sponsring av LIF-Dam i ishockey. Teori: Vi har använt oss av teorier som är relevanta för att beskriva och förstå varför företag sponsrar LIF-Dam. Metod: En kvalitativ metod valdes för uppsatsen där intervjuer genomfördes för att få en djupare förståelse om vilka faktorer som är avgörande för sponsring av LIF-Dam. Slutsats: Det finns flera faktorer som spelar in i beslutet att sponsra LIF-Dam. Två faktorer framstår som prominenta: värderingar och samhällsansvar. Det finns fortfarande väldigt mycket kvar att forska om inom detta område. / Background: All professional sports are dependent of sponsorship to run a good operation. One main issue is that men’s sports receive far more of the funds than women’s sports. Sponsorship in women’s sports remain an unexploited area. Leksands IF is a well-known club in Sweden and their women’s team plays in the SDHL. Purpose: The purpose of this essay is to understand and describe factors that are key when a company decides to sponsor LIF-Dam. Theory: We have used theories that are relevant to understand and describe why companies choose to sponsor LIF-Dam. Method: A qualitative method was used in this essay and interviews were made to better understand the different factors that are prominent when deciding to sponsor LIF-Dam. Findings: Several factors were identified of why companies sponsor LIF-Dam. However, two of the factors are prominent: core values and social responsibilities. This area of sponsorship remains unexplored.

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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. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Title: “The influence of managers personal preferences on sport sponsorship in small-medium sized businesses - A qualitative case study of the effect on brand equity” Date: 2023-05-23Level: Bachelor Thesis in International MarketingAuthors: Emma Salqvist & Hanna Hedin Supervisor: Olga Rauhut Kompaniets Examiner: Fawzi Halila Aim: This study aims to provide an analysis of how the managers’ personal preferences on sport sponsorship has an impact on the sponsoring company’s brand equity in small-medium sized companies. Methodology: The study has a qualitative research method with a deductive approach. A conceptual model was made based on a theoretical framework of findings from previous studies. Three main themes were highlighted, including brand equity, sport sponsorships in brand strategy and managerial aspects of sport sponsorship. Empirical material was collected through six semi-structured interviews with managers in a decision making role within sport sponsorship decisions. Further the results were thematically analyzed. Findings: In small-medium sized companies, sport sponsorship is often driven by managers’ personal objectives which conflicts with brand strategy. When personal objectives dominate the sponsorship decisions, the effect on brand equity tends to be limited in comparison to strategic decisions. Keywords – Sport Sponsorship, Brand Strategy, Brand Equity, Managers’ roll, Biased Decisions, Sponsorship Objectives Paper type – Bachelor thesis

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