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The Untold Story of the Sponsee - A Study of the Sponsorship Strategy of Swedish Elite Football Clubs

Ivarsson, Jakob LU and Claeson, Måns LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap.

Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. A qualitative research strategy with an abductive approach was chosen, due to the exploratory nature of the study as it aims to establish an understanding of the sponsee sponsorship strategy.

Theoretical perspective: Sponsorship, sport sponsorship, brand management

Empirical data: Qualitative semi-structured interviews with seven Swedish men’s elite... (More)
Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap.

Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. A qualitative research strategy with an abductive approach was chosen, due to the exploratory nature of the study as it aims to establish an understanding of the sponsee sponsorship strategy.

Theoretical perspective: Sponsorship, sport sponsorship, brand management

Empirical data: Qualitative semi-structured interviews with seven Swedish men’s elite football clubs

Conclusion: The study is establishing an understanding of the sponsee sponsorship strategy and is expanding on the academic understanding within the field of sponsorship. The research question of this study is answered by an establishment of three main strategies that explain how the sponsees strategically engage in sponsorships. Firstly, the study found that the sponsees strategically engage in sponsorships by building relationships with the sponsors. Secondly, the sponsee strategically consider the impact of a sponsorship on their brand image when engaging in sponsorships. Lastly, the sponsees utilize the sponsorships by the strategy of citizenship. Aside from the research question being answered, the results of the study contribute with a comprehensive understanding of the sponsee perspective in a sponsorship relationship and, more specifically, the sponsee sponsorship strategy. As presented in a conceptual framework. (Less)
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author
Ivarsson, Jakob LU and Claeson, Måns LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
Sponsorship, Sponsee Sponsorship Strategy, Brand Image Strategy, Relationship Strategy
language
English
id
8991627
date added to LUP
2019-09-25 15:40:44
date last changed
2019-09-25 15:40:44
@misc{8991627,
  abstract     = {Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap. 	 	

Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. A qualitative research strategy with an abductive approach was chosen, due to the exploratory nature of the study as it aims to establish an understanding of the sponsee sponsorship strategy.
 
Theoretical perspective: Sponsorship, sport sponsorship, brand management 
 
Empirical data: Qualitative semi-structured interviews with seven Swedish men’s elite football clubs
 
Conclusion: The study is establishing an understanding of the sponsee sponsorship strategy and is expanding on the academic understanding within the field of sponsorship. The research question of this study is answered by an establishment of three main strategies that explain how the sponsees strategically engage in sponsorships. Firstly, the study found that the sponsees strategically engage in sponsorships by building relationships with the sponsors. Secondly, the sponsee strategically consider the impact of a sponsorship on their brand image when engaging in sponsorships. Lastly, the sponsees utilize the sponsorships by the strategy of citizenship. Aside from the research question being answered, the results of the study contribute with a comprehensive understanding of the sponsee perspective in a sponsorship relationship and, more specifically, the sponsee sponsorship strategy. As presented in a conceptual framework.},
  author       = {Ivarsson, Jakob and Claeson, Måns},
  keyword      = {Sponsorship,Sponsee Sponsorship Strategy,Brand Image Strategy,Relationship Strategy},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Untold Story of the Sponsee - A Study of the Sponsorship Strategy of Swedish Elite Football Clubs},
  year         = {2019},
}