Sponsorship of grassroots- and youth football teams : A qualitative study from the sponsors’ perspective
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.
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