Sponsorship for Women in Motorsport : A Study about which Criteria that Attracts Companies to Sponsor Women in Motorsport

Sammanfattning: A sponsorship within sports can be based on different criteria depending on what type of company you ask. Thus, it is important for the athletes to be able to present the most attractive criteria within their sponsorship proposals. The aim of this study is therefore to provide a better understanding on which criteria that attracts companies to sponsor women in motorsport. The result from this study can thereby guide women in motorsport regarding which criteria they should include in their sponsorship proposal. Moreover, the result can help companies who are interested in getting a deeper understanding on the benefits that follows by sponsoring women in motorsport. The study is exploratory with a qualitative approach that has been conducted through case studies, which was based on semi-structured interviews with four companies. These companies were selected since they are currently sponsoring women in motorsport and could therefore explain which criteria, they find attractive with these sponsorships. The main findings of this study show that the criteria that mostly attracts companies to sponsor women in motorsport are media exposure, brand awareness and equality between genders.