En studie i visuell sponsorkommunikation med fotboll som arena : Vilken typ av sponsorkommunikation är passande vid matchvärdskap och finns det utrymme för nytänkande?
Time changes, so also in sport. The small venues become larger and more modernized. As stadiums grows, so also does sponsorship and its popularity, around them. Is it enough as a sponsor only to expose yourself these days, or does the new times require more creativity to stand out from all the media?
This work is done for Stadium AB in Norrköping, and treats questions such as; what type of sposnorcummunication that is proper to use around the soccer stadium, and if it is possible for new ideas in the future when Stadium is hosting a game? To answer these questions theory has been read about sponsorship and data has been gathered through qualitative interviewswith soccer clubs and sponsorship consultants.
The work result shows that there are some general rules that the company should follow tosucceess when hosting a game. Thesee are good relationship with the corporation, activationat the game and the importance of using the unique opportunities that sponsorship actuallygives. The result also shows that there are many opportunities to develop sponsorship in thefuture when hostinng a game. Trends shows that experiences becomes more and more popular,something that will be used in sponsorship as well. Besides this, technology will take moreplace at the venues, primarily through mobile phones. The interviewd soccer clubs hopes thatcompanies hosting a game will use the opportunities it gives to the fully in the future. Thereare no limits, only imagination and budget sets boundaries.
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