M. Comm. / The view that some sports receive support from potential sponsor companies more readily than others, were investigated during this study. If this view was not applicable all sports would, for instance, receive equal media coverage, would be financially strong and there would not have been competition for sponsorships. Some sports attract potential sponsor companies more thanother sports. The study focused on this aspect, as well as highlighting the importance of the company identifying itself with a specific sport to ensure an efficient and mutually advantageous relationship to both parties. Companies planning to use sport as marketing medium must make marketing decisions in terms of the type of sport they want to use to market their products. Specific sport organisations do not necessarily know what the company expects from the sport itself. Synchronisation must therefore be reached between the specific sport organisation's needs and the potential sponsor's marketing needs, which should be mutually beneficial. The overall study problem is stated as a question: Which aspects are of importance when a company decides to market its products through sport as a medium? The descriptive research instrument utilised for the aim of this study is the questionnaire. Information was gained by asking subjects to answer questions in writing. The final questionnaire consisted of non-discriminating, precise questions which could be answered frankly by the subjects. The study is structured around the marketing planning process, which emphasise decision making aspects involved in the allocation of sponsorships by companies planning to market their products through sport. From the research it is clear that companies will sponsor sport only if concrete benefits are to he gained from it. It is the responsibility of the sports organisation to emphasise these benefits to the company involved. The benefits mentioned are mainly advertising opportunities, as well as publicity for the company which want to market its product through sport. Furthermore it was found that companies sponsor sport, or use it as a marketing medium, only if the company and the sports organisation have corresponding spheres of influence. In other words the company's target market must to a large extent, correspond with the participants of the sport and its spectators (primary and secondary users). It was also found that sponsorships are mostly given to team sports which are practised on a national level. Sponsoring companies were mostly found to be market leaders. Marketing opportunities offered by sport to a company is compiled by the type of sponsorship the company support. At meeting-, special function-, 'corporate- and facility sponsorships, some of the marketing instruments (with special reference to promotional instruments) can be utilised to convey the company's sponsorship of the sport to the public. It is then for both the sport organisation, who apply for a sponsorship, as well as the company who want to market its product through sport, necessary to research certain aspects concerning the company and the sports organisation. With enough background information, chances increase for a successful symbiosis for both parties.

Abstract Background: Marketing in the current era is more complex than before, companies need to be creative and utilize more marketing mediums in order to stand out and reach a greater audience. Many companies thus implement sponsoring activities connected to sports to reach a greater and more specific audience. Football is the world’s most popular sport, it attracts billions of people and by sponsoring a football team, companies can access the attention of these people. Problem: Despite sponsorships popularity, there are difficulties in measuring the results and the long-term business purpose. Yet companies spend millions of dollars each year on sponsorships of elite football teams, even though the return on investment appears to be seemingly low. Purpose: This research aims to gain further understanding of the reasons why and what makes companies decide to sponsor Swedish elite football teams. On a further note, companies’ expectations and what they value in a sponsorship will be presented. The research will also examine possible business benefits correlated to the sponsorship. Lastly, the companies’ eventual measurements of the sponsorships are examined. Method: The research has been conducted through a qualitative approach of nine semi-structured in-depth interviews.  The interviewees hold managerial positions in corporations who sponsor Swedish elite football teams. The data was analysed and further compared to existing literature within the field. Results: The results from this research indicates that the expectations and what companies’ value in a sponsorship often coincide. On a further note, these companies prioritize gaining access to the brand and network of the sponsored team to use within marketing as well as building relationships. Companies also see sponsorships as part of their CSR-projects to contribute to society. All the companies considered either had a local connection or heartful relation to the sponsored club. Regarding measuring the sponsorships, few companies have any sort of measurement in place but rather evaluates the sponsorship on more than just numbers.

Commercialization of sport has been growing since 80s and club owners tend to pay more and more attention not just to cups and titles but to commercial success as well. Nevertheless, fans are still the key source of revenues. Besides direct spending while attending games popular clubs and crowded stadiums grab attention of generous advertisers. That is why the problem of sports attendance becomes more and more important though ice hockey attendance is still not the most popular topic among sports marketing researchers. The majority of them cover Canada and the United States while European leagues suffer from the lack of studies as much bigger attention is paid to sport number one – soccer. In the same time, Sweden is one of the few countries in the world where ice hockey might be as popular as soccer. Swedish ice hockey league is one of the strongest in the world but still many clubs fail to sell out their arenas at every game. So the main purpose of this research is to identify factors that influence attendance of ice hockey games in Sweden and reveal their impact on attendance. The analysis is conducted using quantitative methods, where econometrical and statistical approaches are primary tools. In order to test factors influencing attendance a multiple regression model was set up. The dataset was compiled using secondary data and consisted of 1317 regular season ice hockey matches played during 4 seasons (from 2008/2009 to 2011/2012) of the top Swedish ice hockey league called Elitserien. The main sources for compiling the dataset were game reports provided by Swedish Ice Hockey Association and Elitserien. The present study has shown that several factors have strongly positive effect on attendance. Scheduling (games on Friday, Saturday and during Christmas holidays) and rivalry are the most important factors that bring crowds to arenas. Moreover, it can be concluded that higher prices do not affect attendance negatively and clubs can slightly increase ticket prices to improve match day revenues. Finally, on-ice violence attracts Swedish fans while opposite trend exists in North America.

Sammanfattning Syfte Att öka kunskapen kring utvidgning av idrottsstjärnors personliga varumärken med fokus på val av utvidgningsobjekt • genom att dels med varumärkesutvidgningslitteratur som utgångspunkt studera hur rådgivare inom det här fältet arbetar, • genom att dels studera konsumenters associationer till idrottsstjärnor och deras varumärkesutvidgningsmöjligheter, • genom att dels jämföra konsumenternas associationer med rådgivarnas rekommendationer, • samt utifrån etablerad varumärkesutvidgningslitteratur, rådgivares rekommendationer och konsumenters associationer, presentera ett möjligt tillvägagångssätt för idrottsstjärnors varumärkesutvidgningar. Metod Efter studier av varumärkesutvidgningsteorier och det faktum att uppsatsen har ett explorativt syfte, valdes en kvalitativ metod till studien. Empiriinsamlingen började med två personliga intervjuer med rådgivare verksamma inom branschen för utvidgning av idrottsstjärnors personliga varumärken. Dessutom genomfördes tre fokusgruppsintervjuer för att få ett konsumentperspektiv på ämnet. Utöver detta genomfördes ett mindre experiment på både rådgivare och fokusgrupper för att ta reda på deras associationer till svenska idrottsstjärnor och kombinationer av olika produkter de skulle kunna varumärkesutvidga till genomföra. Slutsatser Genom vår forskning har det framkommit att rådgivare idag arbetar med idrottsstjärnors varumärkesutvidgningar i ett inifrån och ut-perspektiv där utgångspunkt är idrottsstjärnans personlighet och preferenser. Inga undersökningar genomförs gällande konsumenters associationer till idrottsstjärnan, vilket varumärkesutvidgningsteorier förespråkar att man bör göra. En rekommendation är att man istället påbörjar arbetet från ett utifrån och in-perspektiv där man också tar hjälp av konsumentassociationer och tillgängliga teorier. Således skulle man kunna öka sannolikheten för en lyckad utvidgning av idrottsstjärnans personliga varumärke.

<p>Sammanfattning</p><p>Syfte</p><p>Att öka kunskapen kring utvidgning av idrottsstjärnors personliga varumärken med fokus på val av utvidgningsobjekt</p><p>• genom att dels med varumärkesutvidgningslitteratur som utgångspunkt studera hur rådgivare inom det här fältet arbetar,</p><p>• genom att dels studera konsumenters associationer till idrottsstjärnor och deras varumärkesutvidgningsmöjligheter,</p><p>• genom att dels jämföra konsumenternas associationer med rådgivarnas rekommendationer,</p><p>• samt utifrån etablerad varumärkesutvidgningslitteratur, rådgivares rekommendationer och konsumenters associationer, presentera ett möjligt tillvägagångssätt för idrottsstjärnors varumärkesutvidgningar.</p><p>Metod</p><p>Efter studier av varumärkesutvidgningsteorier och det faktum att uppsatsen har ett explorativt syfte, valdes en kvalitativ metod till studien. Empiriinsamlingen började med två personliga intervjuer med rådgivare verksamma inom branschen för utvidgning av idrottsstjärnors personliga varumärken. Dessutom genomfördes tre fokusgruppsintervjuer för att få ett konsumentperspektiv på ämnet. Utöver detta genomfördes ett mindre experiment på både rådgivare och fokusgrupper för att ta reda på deras associationer till svenska idrottsstjärnor och kombinationer av olika produkter de skulle kunna varumärkesutvidga till genomföra.</p><p>Slutsatser</p><p>Genom vår forskning har det framkommit att rådgivare idag arbetar med idrottsstjärnors varumärkesutvidgningar i ett inifrån och ut-perspektiv där utgångspunkt är idrottsstjärnans personlighet och preferenser. Inga undersökningar genomförs gällande konsumenters associationer till idrottsstjärnan, vilket varumärkesutvidgningsteorier förespråkar att man bör göra. En rekommendation är att man istället påbörjar arbetet från ett utifrån och in-perspektiv där man också tar hjälp av konsumentassociationer och tillgängliga teorier. Således skulle man kunna öka sannolikheten för en lyckad utvidgning av idrottsstjärnans personliga varumärke.</p>

Diploma thesis describes sports marketing in general and the analysis of PIM races and spectator's expectations and satisfaction. It includes analysis of university student segment marketing potential as well.

The dissertation is focused on practical example of running marketing agency SPORT INVEST Marketing, a.s. and the performance of provided services to the selected athlete -- speed skater Martina Sáblíková. Based on the used methods -- questionnaire survey and interview- I assessed the answers and obtained data, from which result SWOT analysis. I recommended to marketing agency the suggestions to improve and to efficiency their procedures from the selection of athletes to seeking of suitable business partners. The dissertation shows that the selection of athletes is important, for agency and potential sponsors too. The success of athlete does not assure the other marketing utilization of athlete. Also promotion sponsors of athletes should become something special and ensure the main sponsors exklusive terms.

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.

A presente dissertação estudou o comportamento do consumidor esportivo, mais especificamente o consumidor de produtos ligados ao futebol, torcedores de Corinthians, São Paulo e Palmeiras. Após um referencial teórico que buscou as principais teorias de comportamento do consumidor e apontou as especificidades do mercado futebolístico, os resultados apontaram que os consumidores têm preferência por alguns atributos como a marca e a durabilidade do produto, em detrimento da distribuição e comunicação, que da forma como são feitas hoje não possuem importância significativa junto ao mesmo. A pesquisa ainda relatou que o consumidor tem dificuldade em identificar o produto licenciado em relação ao pirata e que quando a escolha é feita para presente e não para utilização própria, o produto licenciado tem uma participação maior na escolha. / This dissertation studied the behavior of the sport\'s consumers, more specifically the consumer products linked to football fans of Corinthians, Palmeiras and São Paulo. After a theoretical framework that sought the main theories of consumer behavior and pointed out the specifics of the football market, the results showed that consumers have a preference for certain attributes such as brand and product durability at the expense of distribution and communication, so that the how they are made today do not have significant importance next to it. The survey also reported that consumers have difficulty identifying the licensed product relative to the pirate and that when the choice is made for this and not for their own use, the licensed product has a larger share in the choice.

Purpose: The purpose of this studie is to map and describe the marketing strategies of professional sport organizations and examine in what extent and how they apply the 7P’s of the Marketing mix. Method: We have used an abductive approach in this study. The research was conducted as a two case study, the studied objects are AIK Ishockey AB and Djurgården Hockey AB. A qualitative method has been used. The empirical content was collected by triangulation in form of interviews, telephone interviews, studie of webpages and participating observation. The theory was collected via scientific articles and literature. Result &amp; Conclusions: The result indicates that both studied objects use all 7P´s of the Marketing mix, but in shifting extent. For example they both use a variety of different pricing strategies, but none of them to it’s full potential. Further on we have seen that some parts from different theories are being used but no overall strategy. The marketing strategy rather seems to focus on the individual P´s from the Marketing mix and especially on the parts they think they could influence. The unusual character of the sports industry and the scarce resources makes marketing difficult. The organizations express that they would like to be more effective when it comes to marketing but they feel restricted for several reasons.   Suggestions for further research: There´s a demand within the sports industry for a dynamic pricing model, research in this area could contribute to increasing revenues from spectators. Research on whether marketing efforts result in higher revenues for sports organizations would be valued. It would also be interesting if someone executed the same study as us but studied different objects.