Bakgrund Den kommersiella utvecklingen inom idrott har de senaste decennierna lett till nya möjligheter inom en sport- och mediarelation. Denna kan delas upp mellan flera sammanhängande parter där en idrottsorganisation attraherar sponsorintäkter, sponsorer söker varumärkesexponering och broadcast bolag vill skapa intäkter via reklam och nya abonnenter. Denna studie innefattar parter från Svenska Skidförbundet, avgränsat till grenen längdskidor, deras sponsorer samt Viaplay som tagit över Tv-rättigheterna för längdskidvärldscupen. Syfte Syftet med uppsatsen är att utforska ett nyuppkommet trepartsförhållande samt att analysera hur parterna påverkas av varandra. Metod En kvalitativ undersökning har genomförts där nio respondenter intervjuats från organisationer och företag inom trepartsförhållandet. Med bakgrund av tidigare forskning samt insamlad empiri från semistrukturerade intervjuer har en analys på materialet gjorts. Resultat Resultatet visar att parterna i trepartsförhållandet påverkar varandra i stor utsträckning. Även om den kommersiella utvecklingen medför nya möjligheter för flera parter är inte alla överens om dess positiva påverkan på idrotten. Alla parter i trepartsförhållandet gynnas av ett ökat intresse till längdskidåkningen vilket de alla kan vara med och påverka. Vi har även identifierat en underliggande konflikt rörande tittarsiffror som skapar problem för både Svenska Skidförbundet och deras sponsorer. Slutsats Studiens slutsats bidrar till att få en ökad förståelse över hur trepartsförhållandet är uppbyggt, hur parterna påverkar varandra och vad som kan göras för att stärka trepartsförhållandet. Ett teoretiskt och praktiskt bidrag utifrån resultatet kan ge ny kunskap och information till alla i trepartsförhållandet. / Background The commercial development of sport in recent decades have led to new opportunities in sport and media relations. This relation is divided into several interrelated components where a sport organization seek to attract sponsorship revenues, sponsors seek to increase brand exposure and the broadcaster generate revenue through advertising and new subscribers. This study includes parties from the Swedish Ski Federation, limited to cross-country skiing, their sponsors and Viaplay which have taken over the TV rights for the cross-country ski worldcup. Purpose The purpose of the thesis is to explore a new tripartite relationship and to analyze how the parties are affected by each other. Methodology A qualitative survey was conducted in which nine respondents were interviewed from organizations and companies within the tripartite relationship. Based on previous research and collected empirical data from semi-structured interviews, an analysis of the material has been made. Results The results show that the parties in the tripartite relationship influence each other to a great extent. Although commercial development brings new opportunities for several parties, not everyone agrees on its positive impact on sport. All parties in the tripartite relationship benefit from an increased interest in cross-country skiing, which they all can be involved in and influence. We have also identified an underlying conflict regarding viewers that creates a problem for both the Swedish Ski Federation and their sponsors. Conclusion The study's conclusion contributes to an increased understanding of how the tripartiterelationship is structured, how the parties affect each other and what can be done to strengthen the tripartite relationship. A theoretical and practical contribution based on the results can provide new knowledge and information to everyone in the tripartite relationship.

<p>The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand. The essay is based on a qualitative method where six interviews have been performed. The persons that we have selected for our interviews are persons that have a great knowledge regarding both sports and branding. The outcomes of these interviews have been the base for our analysis which is presented in the fourth chapter. Since we have been using a qualitative method it is hard for us to make any generalisations regarding this subject, so to get deeper insight we would like to refer to chapter four and five for further reading.</p>

The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand. The essay is based on a qualitative method where six interviews have been performed. The persons that we have selected for our interviews are persons that have a great knowledge regarding both sports and branding. The outcomes of these interviews have been the base for our analysis which is presented in the fourth chapter. Since we have been using a qualitative method it is hard for us to make any generalisations regarding this subject, so to get deeper insight we would like to refer to chapter four and five for further reading.

Syftet med studien är att kartlägga hur corporate social responsibility, sportsliga prestationer och supportrar påverkar Allsvenska herrfotbollsklubbars relationsmarknadsföring gentemot sponsorer. Fotboll är den största sporten i Sverige och sponsorer är en viktig inkomstkälla för svenska fotbollsklubbar. Detta innebär att fotbollsklubbar i Sverige måste vara effektiva i sin relationsmarknadsföring gentemot sponsorer för att skriva avtal med nya sponsorer samt bevara relationerna med deras befintliga sponsorer. Därav undersöker denna studie svenska fotbollsklubbars arbeta under hela livslängden av ett avtal med en sponsor från första kontakten till att avtalstiden är slut och hur fotbollsklubbens CSR- arbete, sportsliga prestation samt supportrar påverkar detta. En kvalitativ studie med en iterativ ansats har genomförts. Empirin innehåller information från semistrukturerade intervjuer med sex fallklubbar med olika bakgrund och framgångar inom den svenska herrfotbollen där alla har gemensamt att de spelar i högsta serien, Allsvenskan. Relationsmarknadsföring för de olika fallklubbarna varierar beroende på faktorer som sportslig framgång både nuvarande och historisk, geografisk placering, finansiell ställning samt deras supporterbas. De går att se att de fallklubbar med störst sponsorintäkter också har störst sportslig framgång, har störst supporterbas och är placerade i två av Sveriges tre största städer. Gemensamt för alla fallklubbar är att de ser CSR-arbetet som en viktig aspekt i deras relationsmarknadsföring. / The purpose of the study is to chart how corporate social responsibility, sporting performance and supporters affect relationship marketing towards sponsors of men’s football clubs in Allsvenskan. Football is the biggest sport in Sweden and sponsors are an important source of income for Swedish football clubs. This means that football clubs in Sweden must be effective in their relationship marketing towards sponsors to write new contracts with sponsors and to preserve the relations with sponsors that are already established. Therefore does this study examine Swedish football clubs work during the whole life cycle of a contract with a sponsor from the first contact until the contract ends and how the football clubs CSR-work, sporting performance and supporters’ affects this. A qualitative study with an iterative approach has been conducted. The empiric findings contain information gathered from semi-structured interviews with six case clubs with different backgrounds and success in the men’s football in Sweden where all case clubs have in common that they play in the highest league, Allsvenskan. The relationship marketing for the different case clubs varies depending on factors such as both present and historic sporting performance, geographic placement, financial position, and their supporter base. It is possible to see that the case clubs with the biggest income from sponsors also has the greatest sporting performance and has the biggest supporter base and are in two of Sweden’s three biggest cities. All case clubs have in common that they see their CSR-work as an important aspect in their relationship marketing.

Syftet med studien är att kartlägga hur klubblag med försäljning av merchandise går tillväga för att överleva på en ständigt utvecklande och konkurrerande marknad. Metoden är av kvalitativ abduktiv forskningsansats där djupintervjuer med svenska klubblag ligger till grund för empirin. Urvalet utgörs av sju respondenter som arbetar med merchandise, marknad, försäljning samt en klubbdirektör. Sammanfattningsvis anser studiens respondenter att merchandise är en viktig finansiell intäkt som används för att stärka banden till fans och sponsorer. Merchandise bidrar utifrån analysen även till att klubblagen lättare kan nå ut i samhället med sitt varumärke genom att tillämpa sportmanagement i hela organisationen. Utifrån analysen och teorierna är slutsatsen att merchandise utgör stor vikt för klubblag i arbetet kring att bibehålla en stark relation mellan evenemang, fans och sponsorer. Utifrån dessa faktorer har ytterligare faktorer identifierats för att mynna ut i en ny modell för att förstå hur svenska klubblag går tillväga för att överleva på en konkurrerande marknad. De ytterligare framtagna faktorerna är Merchandise, Klubben och Marknadsföring av klubblags varumärken, som tillsammans med evenemang, fans och sponsorer bildar “The Pentagon Modell for Sportteams”. / A qualitative abductive research approach where depth interviews with Swedish sport teams that form the basis of the empirical data. The selection consists of seven respondents who work with merchandise, marketing, sales and a club director. The purpose of the study is to identify how sport teams with the sale of merchandise proceed in order to survive in a constantly evolving and competitive market. From the basis of the analysis the respondents consider that merchandise is an important financial income but that it also is use to strengthen the ties to their fans an well as sponsors. Based on the analysis merchandise also contribute to the sport teams brand in the community by applying sport management throughout the organization. Based on the analysis and the presented theories the underlying conclusion is that merchandise is of great importance for sport teams work with maintaining a strong relationship between the events, fans and sponsors. Based on these factors, additional elements where found that resulted in a new model in order to understand how sport teams in Sweden proceed in order to survive on a competitive market. The additional factors are merchandise, the club and Marketing of the sport teams brand, along with the events, fans and sponsors form the model: "The Pentagon Model for Sport teams".