Abstract Title: Sponsorship of grassroots- and youth football teams: A qualitative study from the sponsors’ perspective. Authors: David Arvidsson and Christoffer Rex Hansen Charles. Supervisor: Hèléne Laurell. Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2016. Keywords: Sponsorship, Sport sponsorship, Local sponsorship, Corporate Social Responsibility (CSR), Football,Grassroots, Effectiveness measurement. Purpose: The purpose of this study is to increase the understanding of sponsoring grassroots- and youth football teams. Theoretical framework: The theoretical framework begins with theory regarding sponsorship. CSR and its importance are also discussed. A link between sponsorship and CSR is brought forward at the end of this chapter. Methodology: A deductive approach and a qualitative method have been used in order to get a more detailed, deeper and descriptive explanation of the chosen subject. Empirical framework: The empirical framework was collected through personal interviews with respondents from five different companies. The respondents were the ones responsible for the work with sponsorship at each respective company. Conclusion: Companies are involved in the sponsoring of grassroots- and youth football teams in order to be seen as good citizens. It is also seen as a brand building activity and away to build relationships. A link between CSR and sponsorship can be done and sponsorship can be used as a tool to communicate companies’ CSR-initiatives. Finally, are the effects from sponsorship not measured due to the difficulties in this process, however, methods for this purpose do exist, such as customer surveys.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-31266 |
| Date | January 2016 |
| Creators | Arvidsson, David, Hansen Charles, Christoffer |
| Publisher | Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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