Thesis. (M. Tech. (Dept. Marketing, Faculty of Management Sciences))--Vaal University of Technology, 2011. / The phenomenal growth of special events sponsorship as a promotional tool is evident in the increase in the number of companies and their expenditure on sponsoring events. Currently, football (for the purpose of this study, the term football and soccer are used interchangeably) has become the most heavily sponsored sport in terms of value and number of sponsorship deals. International events such as the Federation of International Football Association (FIFA) World Cup™ and the Olympic Games are the biggest sporting events staged globally which makes them particularly lucrative for sponsor investment. The high media coverage and duration offers an ideal platform to create high brand awareness, consumer’s recall and recognition for the participating sponsors. The FIFA Soccer World Cup™ tournament with its huge audience is perhaps the premier place for companies to display their brands on an international stage. Millions of rands are spent on sponsorship in general every year and on sports sponsorship in particular. Yet little is known about the effectiveness of this expenditure. Sponsors are often unsure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. The primary objective of this study was to determine sponsorship effectiveness through consumers recall and recognition. In addition, the study sought to determine the perception of official sponsorship and ambush marketing during the 2010 FIFA World Cup™. The event attracts billions of viewers and a huge number of companies associate their products with this event. A quantitative approach was adopted for the study. The data was collected using a convenience sample of 462 fans, supporters and followers of the 2010 FIFA Soccer World Cup™ in Gauteng, South Africa. To determine sponsorship effectiveness, consumer-aided and unaided recall tests were conducted after the 2010 FIFA World Cup™ in an attempt to quantify sponsorship recall of official and non-official responses In addition, the study sought to establish consumers’ perceptions of official sponsors and the purchase intentions of their products and brands. Finally, consumers perceptions towards unofficial (ambush marketers) sponsors were ascertained. The high frequency of inaccurate responses through unaided recall suggests that there was confusion in the minds of respondents regarding those who were official sponsors of the 2010 FIFA World Cup™. This has serious implications for both marketers and sponsors as the effectiveness of sponsorship as a marketing communication tool comes into question. This may work to the advantage of ambush marketers who could effectively use the confusion in consumers’ minds to market their products and brands. Possible reasons for the inaccurate responses could be attributed to the fact that the World Cup™ is a once-off event that attracts individuals because of the novelty of the event and the multiple distractions that are associated with the event. The inaccurate responses may also have implications for future purchase intentions of the product since a recall level of awareness could be a determining factor in the purchase decision. This study revealed that sponsorship recall is enhanced by aided recall and prior knowledge of the sponsor. The responses with regard to aided recall suggest that consumers were able to recognise brands that were housed and marketed in South Africa. Brands such as Seara, Yingu Solar, Satyam, NeoAfrica, Aggreko and Prasa are relatively unknown brands in South Africa – therefore they were not easily recognised by the respondents. From a marketing perspective, the question arises whether it is feasible for foreign-based companies such as Emirates and Mahindra Satyam to invest in sponsorship ventures that are unlikely to achieve the desired results. These companies did not widely advertise in the local South African market. However, because the 2010 FIFA World Cup™ had a worldwide impact, this does not mean that global brands failed to achieve their objectives elsewhere in the world. In other words, they could have been playing to a much wider audience, in much stronger markets than that of the host country. An interesting revelation was that most consumers were able to recall brands that were global, mass-marketed and consumer-oriented such as Coca-Cola and McDonalds. This may partially be because during the event they were intensively engaged in advertising their sponsorship in the 2010 FIFA World Cup™. / Central Research Committee, Vaal University of Technology.

This research examines the U.S. media during the 1999 Women's World Cup from a feminist postcolonial standpoint. This research adds to current feminist scholarship on women and sports by de-centering the global North in its discourse. It reveals the bias of the media through the representation of the United States National Team as a universal "woman" athlete and the standard for international women's soccer. It further argues that, as a result, the Nigerian National Team was cast in simplistic stereotypes of race, class, ethnicity, and nation, which were often also appropriated and commodified. I emphasize that the Nigerian National Team resisted this construction and fought to secure their position in the global soccer landscape. I conclude that these biased representations, which did not fairly depict or value the contributions of diverse competing teams, were primarily employed to promote and sell the event to a predominantly white middle-class American audience. / by Michele Canning. / Thesis (M.A.)--Florida Atlantic University, 2009. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2009. Mode of access: World Wide Web.

Made available in DSpace on 2016-04-27T19:31:20Z (GMT). No. of bitstreams: 1 Dissertacao Marcos Guterman.pdf: 692126 bytes, checksum: 0d062fe9df6270413c3deac4804829b4 (MD5) Previous issue date: 2006-06-07 / This dissertation is aimed at understanding the relations between soccer, politics and society in Brazil, viewed by the entire world as the Country of Soccer . The intention here is to consider soccer as one of the most important vehicles used by Brazilians to express themselves and to overcome their regional and social differences. This approach is urgent, because this mainstream sport, although it mobilizes the entire country during the most part of the year, and for the last decades, have always been treated as a minor issue by the Brazilian academic elite. The climax of these relations between soccer and politics -- and, equally, the climax of the national intellectuals prejudice against soccer -- happened during the 70 World Cup, and that s why this event was chosen to be studied. Viewed by the leftist thinking as the proof that soccer can be used to manipulate people, the 70 World Cup is the materialization of a certain national ideal -- which, of course, served to the dictatorship interests, but, at same time, and maybe in first place, became the environment of an authentic expression of joy because of the country s superiority in an area so esteemed by the Brazilians. This expression could have also served to overflow feelings suppressed by the repressive system settled in the country, and the huge street parties to celebrate the Brazilian victories, in many moments, can have been also opportunities to reoccupy the public places, kidnapped by the dictatorship. This work was written basically using the account made by the newspapers of that time, in order to rebuild that environment. Although there was censorship, the newspapers have registered in true colors all that atmosphere of crisis, tension, joy and manipulation which was created during the 70 World Cup and because of the dictatorship project designed to transform Brazil into a powerful and united country / Esta dissertação tem como objetivo compreender as relações entre futebol, política e sociedade no Brasil, considerado por todo o mundo como o país do futebol . A intenção, aqui, é ver o futebol como um dos mais importantes veículos pelos quais os brasileiros se expressam e superam suas diferenças regionais e sociais. A necessidade dessa abordagem é urgente, na medida em que esse esporte de massa -- embora mobilize todo o país, praticamente o ano inteiro, há décadas -- sempre foi tratado como tema menor pela elite acadêmica do Brasil. O auge das relações entre futebol e política -- e, igualmente, o auge do preconceito da intelectualidade nacional em relação ao futebol -- se deu na Copa de 1970, razão pela qual esse foi o evento escolhido para este estudo. Considerada pelo pensamento de esquerda como a prova de que o futebol serve como meio de manipulação das massas, a Copa de 1970 é também a realização de um certo ideal nacional -- que, claro, servia aos interesses da ditadura militar, mas, ao mesmo tempo, e talvez em primeiro lugar, tornou-se o ambiente de uma autêntica manifestação de regozijo pela superioridade do país em algo tão caro aos brasileiros. Essa manifestação pode ter servido ainda para extravasar sentimentos represados pelo sistema repressivo instalado no país, e as grandes comemorações pelas vitórias brasileiras, em muitos momentos, podem ter sido também oportunidades para a reocupação dos espaços públicos, seqüestrados pela ditadura. Este trabalho se utilizou basicamente de veículos de imprensa da época para tentar reconstituir o clima de então. Embora sob censura, os jornais registraram em cores vivas todo o ambiente de crise, tensão, júbilo e manipulação criado em torno da Copa de 1970 e do projeto da ditadura de transformar o Brasil em uma potência

Esta pesquisa aborda as condições da produção do espaço urbano e sua imagem a partir da realização da Copa do Mundo de Futebol da Fédération Internationale de Football Association (FIFA) de 2014, e as contradições entre elas. Para tal, recorre, sobretudo, às bases teóricometodológicas advindas de Henri Lefebvre, Guy Debord e outros membros da Internacional Situacionista (IS), bem como a Karl Marx e Robert Kurz. As cidades sede da Copa de 2014, mais notadamente São Paulo, Rio de Janeiro e São Lourenço da Mata/Recife, constituem o espaço de análise para compreender as relações entre Estado e capital, bem como suas formas de efetivação no cotidiano e no espaço. Em busca de desvendar o papel do Estado na reprodução (crítica) do capitalismo, foram analisadas as leis federais voltadas para a Copa de 2014; a carta de crédito do Banco Nacional de Desenvolvimento Econômico e Social (BNDES) destinada à construção das arenas; o Regime de Diferenciado de Contratações Públicas (RDC); as Parcerias Público-Privadas; e os Certificados de Incentivo ao Desenvolvimento (CID) concedidos pela prefeitura de São Paulo. Os resultados e consequências desse processo efetivam-se na espacialidade urbana e em seu cotidiano por meio de estratégias como, por exemplo, FIFA Fan Fest,smart city,naming right,áreas de restrição comercial, crime por marketing de emboscada,ranking de cidadesmarcas, direitos de imagem e de marketing da FIFA. Diante disso irrompe a hipótese de que a produção do espaço espetaculariza-se, e a cidade torna-se cenário na medida em que sua imagem é produzida e comercializada autonomizada de seus conteúdos e contradições. Reduzida a cenário, a cidade vê-se diante de novos processos de fragmentação e segregação, o que possibilita avançar na compreensão de novos negócios com o urbano e sua paisagem. / This research approaches the conditions and contradictions between the production of urban space and its image, based on the FIFAs Football World Cup 2014 event. For this purpose, uses the theoretical and methodological bases arising from Henri Lefebvre, Guy Debord and other members of the Situationist International, as well as Karl Marx and Robert Kurz. The Cup host cities in 2014, especially Sao Paulo, Rio de Janeiro and São Lourenço da Mata/Recife, constitute the scope of analysis to understand the relations between state and capital as well as their ways of realization in daily life and space. Seeking to unravel the States role in the (critical) reproduction of capitalism, we have analyzed the Federal Laws aimed at the 2014 World Cup, the BNDESs line of credit granted for the construction of the World Cup stadiums; the Differentiated Contracting Regime; the Public-Private Partnerships; and the Development Incentive Certificates granted by São Paulos City Hall. The results and consequences of this process are materialized in urban spatiality and in daily life through strategies such as the FIFAs Fan Fests; smart city; naming right; areas of trade restraint; crime of ambush marketing; ranking city-brands; FIFAs image rights and marketing rights. In light of this arises the hypothesis that the production of space becomes spectacular, and the city becomes scenario to the extent that its image is produced and marketed autonomized of its contents and contradictions. Reduced to scenario, the city faces new processes of fragmentation and segregation, which enables us to a better understanding of the new business with the urban and its landscape.

Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.

Esta pesquisa aborda as condições da produção do espaço urbano e sua imagem a partir da realização da Copa do Mundo de Futebol da Fédération Internationale de Football Association (FIFA) de 2014, e as contradições entre elas. Para tal, recorre, sobretudo, às bases teóricometodológicas advindas de Henri Lefebvre, Guy Debord e outros membros da Internacional Situacionista (IS), bem como a Karl Marx e Robert Kurz. As cidades sede da Copa de 2014, mais notadamente São Paulo, Rio de Janeiro e São Lourenço da Mata/Recife, constituem o espaço de análise para compreender as relações entre Estado e capital, bem como suas formas de efetivação no cotidiano e no espaço. Em busca de desvendar o papel do Estado na reprodução (crítica) do capitalismo, foram analisadas as leis federais voltadas para a Copa de 2014; a carta de crédito do Banco Nacional de Desenvolvimento Econômico e Social (BNDES) destinada à construção das arenas; o Regime de Diferenciado de Contratações Públicas (RDC); as Parcerias Público-Privadas; e os Certificados de Incentivo ao Desenvolvimento (CID) concedidos pela prefeitura de São Paulo. Os resultados e consequências desse processo efetivam-se na espacialidade urbana e em seu cotidiano por meio de estratégias como, por exemplo, FIFA Fan Fest,smart city,naming right,áreas de restrição comercial, crime por marketing de emboscada,ranking de cidadesmarcas, direitos de imagem e de marketing da FIFA. Diante disso irrompe a hipótese de que a produção do espaço espetaculariza-se, e a cidade torna-se cenário na medida em que sua imagem é produzida e comercializada autonomizada de seus conteúdos e contradições. Reduzida a cenário, a cidade vê-se diante de novos processos de fragmentação e segregação, o que possibilita avançar na compreensão de novos negócios com o urbano e sua paisagem. / This research approaches the conditions and contradictions between the production of urban space and its image, based on the FIFAs Football World Cup 2014 event. For this purpose, uses the theoretical and methodological bases arising from Henri Lefebvre, Guy Debord and other members of the Situationist International, as well as Karl Marx and Robert Kurz. The Cup host cities in 2014, especially Sao Paulo, Rio de Janeiro and São Lourenço da Mata/Recife, constitute the scope of analysis to understand the relations between state and capital as well as their ways of realization in daily life and space. Seeking to unravel the States role in the (critical) reproduction of capitalism, we have analyzed the Federal Laws aimed at the 2014 World Cup, the BNDESs line of credit granted for the construction of the World Cup stadiums; the Differentiated Contracting Regime; the Public-Private Partnerships; and the Development Incentive Certificates granted by São Paulos City Hall. The results and consequences of this process are materialized in urban spatiality and in daily life through strategies such as the FIFAs Fan Fests; smart city; naming right; areas of trade restraint; crime of ambush marketing; ranking city-brands; FIFAs image rights and marketing rights. In light of this arises the hypothesis that the production of space becomes spectacular, and the city becomes scenario to the extent that its image is produced and marketed autonomized of its contents and contradictions. Reduced to scenario, the city faces new processes of fragmentation and segregation, which enables us to a better understanding of the new business with the urban and its landscape.

The study discusses the phenomenon of Sport for Development and Peace, in short SDP, which in recent years and with active support from the United Nations has been constantly gaining importance. Focusing on football, as the most popular sport, the thesis asks the question whether the generally positive view on both sports and the effects of sport participation on behaviour and the psycho-social development of youths is indeed a realistic assessment and if, in consequence, the game of football is accordingly applicable to projects in a peace-building context. To answer that question, the thesis first gives an overview over existing views and agendas concerning SDP projects among the international community, NGO’s, the private sector and academia. Then, two case studies of projects in Israel and the Balkans are presented, followed by a review of academic findings on the overall impact of sports. In an analytical part, the findings on the views on SDP, the case studies and the research considering sport in general are brought together. As a main result, the study manages to answer the research question, reaching the conclusion that the ramifications of sport are indeed much more ambivalent than generally suggested, and that the assessment of NGO’s, MNC’s and the UN alike would need to be adjusted accordingly. The UN recommendation to further sports in a peace-building context is not supported, however the human right to access to sport is recognised and the proliferation of sports in this context encouraged. It is however pointed out that such programmes are not automatically conductive towards the aims of peace and development work, but should rather be closely watched and well planned and implemented to avoid negative effects. Furthermore, SDP projects should be more thoroughly connected to other civil society initiatives. Both recommendations are so far not followed by the initiatives selected for the case studies.

Denna uppsats har sin utgångspunkt i genus- och gestaltningsteori och målet var att redogöra för de eventuella skillnader som existerar i Aftonbladets rapportering om svenska herrlandslaget i fotboll och svenska damlandslaget i fotboll. Detta genomfördes med en kvalitativ textanalys av totalt 8 artiklar som skrevs och publicerades om de respektive landslagen inför herrarnas VM 2018 och damernas VM 2019. Resultatet från studien kom att bekräfta vår tes om att skillnader faktiskt förekommer. Resultatet från studien som genomfördes påvisar tydliga skillnader vad gäller såväl artiklarnas huvudsubjekt, samt från vems eller vilkas perspektiv som artiklarna är skrivna utifrån. En tydlig indikator på den (icke)rådande balansen i rapporteringen var rollen som Svenska Fotbollförbundet (SvFF) iklädde sig i samband med de båda mästerskapen. SvFF och dess representanter figurerade ofta i samband med rapporteringen om herrlandslaget men betydligt mer sällan i samband med rapporteringen om damlandslaget ett år senare. Strukturen i rapporteringen om herrlandslaget framstår mer omfattande och gedigen jämfört med den om damlandslaget, något som inger känslan av att det är förstnämnda är skrivet på grund av att det existerar ett läsintresse och det sistnämnda på grund av att det behöver skrivas. Flera identifierade faktorer i studien understryker och förstärker det faktum att manligt fotbollsspelande betraktas som norm och kvinnligt fotbollsspelande som något avvikande. / The aim of this study was to find and reveal the differences in the reports about the Swedish men’s national football team and the Swedish women’s national football team in one of Sweden’s biggest newspaper - Aftonbladet. The theories applied in the study were gender theory and Gestalt theory. A qualitative text analysis was used while we examined 8 articles written and published during the days before each national team played their first game in the FIFA World Cup 2018 and the FIFA Women’s World Cup 2019. The result based upon the study points towards differences in how (and who) Aftonbladet use as the main subject of the articles, and also obvious differences in regards of the perspective presented in the articles. A clear indicator of the non-existing balance in the World Cup-coverage was the role of Swedish Football Federation (SvFF). SvFF and its representatives figured mainly in the coverage about the Swedish men’s national team while barely nothing at all in the coverage about the Swedish women’s national team during their World Cup one year later. The overall structure of the coverage about the men’s national team appears more solid and extensive compared to the coverage on the women’s national team. Several identified factors in the study emphasizes and strengthens the fact that men’s football is seen as normative while women’s football is seen as something deviant.

Title: Large sporting events' brand identification Objectives: The main objective of this work is to identify the brand personality of Summer Olympic Games and FIFA World Cup by means of marketing research. Methods: In connection with the primary data collection a method of written and electronic questioning was used. The brand personality identification of the above mentioned brands was performed based on the brand personality measurement method according to Geuens, Weijters and De Wulf (2009). For the obtained data interpretation their statistical analysis was performed. Results: Based on the research results, the brand personality of Summer Olympic Games can be described by the dimensions Responsibility, Activity and Simplicity and by characteristics stable, responsible, active, dynamic and simple. The brand personality of FIFA World Cup can be described only by the dimension Activity and by characteristics active, dynamic and innovative. Keywords: Sports brand, brand personality, brand personality measurement, brand image, brand identity, Summer Olympic Games, FIFA World Cup.

The world of football has changed dramatically in recent years. At present the game has developed into something more than just a ball and a pitch, and the political aspects of football can not be underestimated. In terms of audience football is the biggest sport in the world, and the attention that the huge tournaments bring has become of major interest for authoritarian forces. During 2022 the world cup of football will be hosted by Qatar, and the controversies surrounding the tournament are many and have certainly caught the eye of the media. The aim of this study is to examine how Qatar as organizer of the world cup is portrayed in Swedish, American and Qatari news media based on the reporting on working conditions prior to the tournament. By implementing a discourse analysis inspired by Chantal Mouffe and Ernesto Laclau’s discourse theory we have analyzed how the arrangement is portrayed by examining choice of words, subjects, meaning and context in the chosen material. The content to be analyzed consists of articles from Aftonbladet, Washington Times and Gulf Times that have been selected by using a given time period and specific keywords. The results show that there are big differences in how Qatar is portrayed in news media from various parts of the world. Western media tends to portray Qatar as an authoritarian state with poor human rights and transparency in the process that surrounds working conditions leading up to the world cup. On the other hand, Qatari media attempts to produce an image of a groundbreaking tournament that has led to major improvements in developing labour legislation in Qatar and will be a historical event for the Middle East. The conclusions show that Swedish and American news media bases its reporting on Western values of a democracy  and how an organizer of a global event like the world cup should live up to these. The representation in the material from Aftonbladet and Washington Times indicates that Qatar does not live up to these values and ideals and is therefore an inappropriate organizer of the tournament. Qatari media respond to this criticism by defending their position as organizer of the world cup by highlighting the improvements that have been made due to the tournament and by trying to clarify that the information about horrible working conditions in the country is incorrect.