Hur påverkas idrottsvarumärken av sponsoravtal med spelbolag? : En komparativ studie mellan Linköping HC och Brynäs IF

Detta är en Kandidat-uppsats från Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

Sammanfattning: Today' s Sport organizations faces many challenges; they are to compete not just only on the pitch but also in many other fields. The commercialization of sports has contributed to that these sport organizations has evolved to be more like a regular company rather than just a non-profit sport team. With it comes the importance of brand and sponsorship. Today in 2019 it’s more common than ever that companies that offers gambling sponsor sport organizations. Public debate about the topic has concluded that gambling addiction is a growing public health problem in Sweden. This creates a dilemma for sport clubs and their directors, funding from sponsors is crucial for the success of the team but at the same time these sport clubs need to care about their brand. The purpose of this study is to examine how the attitudes of the supporters is affected by the sponsor agreements with gambling companies. The study also aims at seeking understanding in how sport organizations act according with Corporate Social Responsibility and the ideals of sports. To examine this topic five different theories has been used, in which four are brand theories and one is the Corporate Social Responsibility. The brand theories are as follows: Brand Equity, Brand Relationships, Word of Mouth and Brand Image Transfer. This study uses Triangulation as a method in form as semi-structured interviews and surveys. The result from this study implies that supporters indeed has negative attitudes towards gambling organizations, these negative attitudes affect sport brands in a negative way. Sponsorship deals from other organizations that the supporters have positive attitudes towards can help to decrease these negative impacts. The result also implies that most of the supporters doesn’t have an opinion about the club’s sponsorship deals.

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