Sport sponsorship as a marketing communication tool: a case study of two B2B companies

Sport sponsorship has become as important part of the marketing communication mix for companies today. The purpose of this thesis is to provide a better understanding on the use of sports sponsorship as a marketing communication tool. In order to reach this purpose, research questions focusing on the objectives of sports sponsorship, as well as how a company selects which sports entity to sponsor, were stated. Based on these research questions, a review of the relevant literature was conducted resulting in a conceptual framework, which then guided the study’s data collection. In order to collect the data, a qualitative, case study approach was used, using interviews as the data collection tool. The findings of the study indicate that employee relations, company image, increased community involvement and goodwill are important objectives for sport sponsorship. Furthermore, geographic reach, possibility for goodwill toward the community, the possibility to enhance employee relations are all major selection criteria for the sponsorship.

Author: Mäki, David; Sjöstrand, Niklas

Source: Luleå University of Technology

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