Dissertationen: „Sports Sports administration Corporate sponsorship“

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Assimakopoulos, Assimakis K. "Corporate sport sponsorship in Greece : perception of knowledge, attitude and involvement of business executives, sport administrators, and advertising executives /." The Ohio State University, 1993. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487842372898084.

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Jung, Hye Yoon. "Collegiate sports sponsorship and brand awareness a study of collegiate sponsorship at a football game /." Morgantown, W. Va. : [West Virginia University Libraries], 1999. http://etd.wvu.edu/templates/showETD.cfm?recnum=1200.

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Thesis (M.S.)--West Virginia University, 1999. Title from document title page. Document formatted into pages; contains vi, 78 p. : ill. (some col.). Vita. Includes abstract. Includes bibliographical references (p. 66-68).

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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.

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Kuo, Yi-Chun. "The impact of corporate stadium sponsorship." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3261.

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The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.

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Friedrich, Andreas, and Filip Jouper. "The interplay between Sports Sponsorship Selection and CSR - A Study of Perceived Value for Entities through CSR in Sports Sponsorship." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-60786.

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Motroni, Milan. "Ethical implications of corporate sponsorship in college athletics : a case study." Scholarly Commons, 1993. https://scholarlycommons.pacific.edu/uop_etds/2257.

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The purpose of this study was to explore issues of ethics as they relate to corporate sponsorship within Division IA college athletics. The research was conducted as a case study of a private Division IA college athletic department. Data were collected through a series of semi-structured interviews with areas of inquiry including corporate sponsorships, allocation of funding, and related budgetary concerns. Twenty individuals were interviewed. These included coaches, athletic administrators, and marketing representatives. All interviews were taped, subsequently transcribed, and analyzed for content and themes. Quotes were examined in terms of content and grouped according to similarity of themes. A number of themes were identified and categorized in line with "ethical phenomena" as discussed in the literature. The results revealed eleven categories and subcategories. These included Gender Inequity, Financial Elitism, Corporate Sponsorship Ethics, Corporate Sponsorship Advancement, Coach's Roles, Winning is Everything, Budget Inequities, Marketing Responsibility, Organizational Concerns, Sponsorability and Fundraising Necessity. Similarities existed between the groups of respondents. Specifically, the coaches responded similarly to questions relating to gender inequity. Additionally, the athletic administrators differed in their views from the coaches in matters of funding and marketing. In conclusion, analysis suggests an inequality of financing between revenue producing sports and non-revenue producing sports. Conflicting views existed between administration and coaches in regards to the organizational structure of the athletic department. Corporate sponsorships were found to be an essential part of an athletic department for the present and future. Gender discrepancies appeared when marketing corporate sponsorships within an athletic department. Further discussion focuses on the need for corporate sponsorships.

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Gillespie, Ann Brett. "Corporate sponsorship : Virginia Tech women's athletics and Sara Lee /." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-03302010-020458/.

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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.

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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.

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Herbster, David M. "Proposal to First Union Bank for corporate sponsorship of Virginia Tech athletics." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-10242009-020028/.

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Dees, Windy. "Measuring the effectiveness of commercial sponsorships in intercollegiate athletics." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0008267.

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Thesis (M.S.E.S.S.)--University of Florida, 2004. Title from title page of source document. Document formatted into pages; contains 129 pages. Includes vita and abstract. Includes bibliographical references.

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Farrelly, Francis John. "A predictive model of sport sponsorship renewal in Australia." Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.

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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.

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Ngwenya, Zanele Ziphelele. "The value drivers of investing in sport-based corporate social responsibility initiatives." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/25617.

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This exploratory research study has provided the theorisation of the key drivers of why South African companies invest in sport-based Corporate Social Responsibility (CSR) programmes. The objectives of this research were addressed through a case study using unstructured qualitative interviews conducted with five (5) managers from companies that are funders and trustees of The Sports Trust. This research identified key drivers of companies’ investment in sport-based CSR as: social integration and economic development; assisting companies in implementing their strategies; improving the companies’ performances through attracting and increasing their client base; bringing immediate gratification and other intangible benefits; fulfilling regulatory requirements for public and other regulatory bodies; and being seen as good corporate citizens. Companies are now closely integrating CSR investment with sponsorship issues which seek to promote brand awareness, consumer loyalty and profitability of their products. Companies are also combining their CSR initiatives with their cause-related marketing campaigns as well as in the creation and innovation of new products. From the qualitative data analysis, it was possible to conclude that although funders of The Sports Trust’s views of CSR tend to highlight different aspects, they fit the legitimacy theory which can be considered a mix of economic and ethical theories described by Goddard (2005). Moreover they could be considered as being complementary. Copyright Dissertation (MBA)--University of Pretoria, 2011. Gordon Institute of Business Science (GIBS) unrestricted

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Frontiera, Joe. "Leadership and organizational culture transformation in professional sport." Morgantown, W. Va. : [West Virginia University Libraries], 2008. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=5945.

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Ryženinaitė, Neringa. "Rėmėjo siekiamų tikslų vertinimas, remiant BC Kauno „Žalgirį"." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110927_142555-68803.

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Darbo objektas – Rėmėjo siekiami tikslai, remiant BC Kauno „Žalgirį“ Darbo tikslas – Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo uždaviniai. 1. Apibrėžti sporto paramos sampratą ir privalumus 2. Išnagrinėti galimus rėmėjų siekiamus tikslus per paramą 3. Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo metodai: 1. Mokslinės literatūros analizė; 2. Interviu; 3. Anketinė apklausa raštu 4. Kokybinių duomenų analizė. Išvados: 1. Sporto parama gali būti apibrėžtas kaip parama, kuriame rėmėjas iškeičia pinigus ar produktus į teisę susieti savo prekės ženklą ar produktą su sporto renginiu, sporto žaidėju ar komanda, tuo pačiu jai padėdamas tapti finansiškai gyvybinga. Pagrindiniai išskiriami sporto paramos privalumai- ji netiesiogiai veikia vartotoją, suteikia galimybę teigiamai asociacijai su sporto organizacija, yra pajėgi pasiekti kelias tikslines rinkas vienu metu, gali optimaliomis išlaidomis padėti pasiekti įmonės tikslus. 2. Pagrindiniai paramos tikslai- žinomumo didinimas, įvaizdžio sukūrimas, keitimas, stiprinimas, pardavimų didinimas, tikslinių rinkų pasiekimas. Norint pasiekti įmonės paramos tikslus, svarbu susieti įmonę su remiama sporto organizacija, taip pat reikia vykdyti investivijų grąžos tyrimus, ir išsiskirti kuo originalesnėmis idėjomis. 3. Pagrindiniai paramos tikslai- prekės ženklo žinomumas, įvaizdžio kūrimas ir asociacija. Vienodai reklamuojamas ir įmonių produktas ir prekės ženklas, tačiau kuo didesnė įmonė tuo... [toliau žr. visą tekstą] -.

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Nickell, David. "The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships." Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/marketing_diss/17.

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While the volume of research on corporate event sponsorships as a marketing tool has increased markedly over the past decade, the results have done little to help marketers to justify sponsorship spending. Not only do marketers have little knowledge of a sponsored event’s financial return, they also struggle to demonstrate any impact on consumer behavior at all. Using multi-wave survey data, we quantified the financial impact of a sponsorship. We predicted the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. We then established the financial return on the sponsorship spending by estimating the customer lifetime value (CLV) of these new buyers. We collected the data around a major college football bowl game. Six phases of data collection were used to determine purchasing behavior and brand attitudes of attendees before and after the sponsored event, in comparison to television viewers of the event and the general public. We applied Lavidge and Elrick’s (1961) attitudinal constructs as the independent variables in a logistic regression to predict future purchase. The final data collection was used to validate the model’s prediction. The findings show that the model accurately predicted the number of new customers after one buying cycle for the sponsor’s products. We also quantified the positive impact of the sponsorship on the CLV of existing customers within the same time frame. The managerial implications of this study are significant. Sponsorships are highly risky, with fixed outlays up front, and unclear benefits to be realized in the future. We provide a methodology that not only allows sponsors to measure the effectiveness of the sponsorship, but to determine the return on their sponsorship investment. We have taken consumer behavior theory from marketing communications research and combined it with CLV tools, thus allowing marketers to determine the number of new customers that a sponsorship generates, as well as how it influences the buying patterns that drive customer lifetime value.

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Aniliadis, Maria Sofie, and Isabelle Söderberg. "Idrott, genus och sponsring – ur ett subjektivtperspektiv : Kvinnliga elitidrottares erfarenheter av genusskillnaderinom sponsring." Thesis, Högskolan Dalarna, Omvårdnad, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27090.

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The aim of this study is to explain how professional female athletes experience gender differences in sponsorship, and if these differences have had any effects on their performance. This study is based on seven interviews with Swedish women who are active on a world class level in their chosen sports. The theoretical frame of this study is founded on the concepts of gender, social role theory, homologous reproduction theory, congruity theory and social identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than female athletes. The results show that professional female athletes experience differences in how sponsors use them related to marketing. Women experience that sponsors prefer male over women characteristics and therefore support the male athlete more, thus resulting in a gender inequity. Women in general find it difficult to talk about their experiences regarding sponsorship and they avoid questioning sponsors regarding the differences experienced. The conclusion, is that the hegemonic masculinity, related to gender theory can be recognized within sponsorship and as long as athlete women are afraid to speak up and express this, the differences will never be acknowledged.

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Seurkamp, Meredith. "NASCAR Sponsorship: Who is the Real Winner? An Event Study Proposal." Miami University Honors Theses / OhioLINK, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1146069495.

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Goetomo, Filbert. "Esports in Korea: A study on League of Legends team performances on the share price of owning corporations." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1356.

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This thesis utilises event studies to measure the impact of League of Legends Esports s teams on the share prices of their main sponsors and parent company, namely, the CJ Corporation, Korean Air, the Kt Corporation, Samsung Electronics Co Ltd and SK Telecom. Hypothetically, the success of a team, the acquisition of a major player or the beginning of a sponsorship would have a positive effect on the corporation reflected in an increase in the firm’s daily share price returns. Results showed that this was indeed true especially for a team’s success in large competitions such as the SBENU Summer Championships 2015 and the annual World Finals. As such, corporations can benefit from increasing their investments into the scene as a result of the quantifiable win-win scenario apparent for both firm and team.

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Laumer, Tanja. "The effects of sports involvement, sponsorship awareness and corporate image on the intention to purchase sponsor products: the case of the FIFA World Cup 2010." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85160.

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Thesis (MBA)--Stellenbosch University, 2011. Each year, companies spend more money on sponsorship, and consequently the importance of sponsorship as a marketing communication tool has increased significantly. As a result, answering the question of how effective this investment is for a company has become increasingly important. Previous research of analysing the measurement of sponsorship effectiveness has been inconsistent. This research study analyses the relationship between key variables which measure sponsorship effectiveness, namely: brand awareness, corporate image, and purchase intention. In addition, the influence of the variable sports involvement on the other variables has been measured. The data was collected using a questionnaire during the international soccer federation (Fédération Internationale de Football Association, FIFA) World Cup 2010 which was the first international sports event of this dimension on the African continent. This, in conjunction with the fact of inconsistent findings of previous research and the increasing importance of sponsorship for companies, contribute to a unique and new era of sponsorship research. Findings of this research indicate that consumer involvement has a direct positive effect on the perceptions of corporate image, as well as on consumers‟ purchase intention of sponsors‟ products. Purchase intention is also favourably influenced by brand awareness and corporate image of consumers. These findings are to a certain extent different than the results of Ko, Kim, Claussen and Kim (2008: 79-94) who conducted a similar study during the FIFA World Cup 2002. Consequently, this is a further indication that findings concerning sponsorship effectiveness research are inconsistent. The geographical area of data collection also has an influence on the results. In the case of South Africa, it was possible to observe that the different socio-demographic variables, gender and ethnical background had an impact on responses to the different research variables.

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Lee, Seungeun. "The influence of product involvement and fan identification on response to team sponsors' products." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124223738.

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Thesis (Ph. D.)--Ohio State University, 2005. Title from first page of PDF file. Document formatted into pages; contains xiv, 116 p.; also includes graphics (some col.). Includes bibliographical references (p. 109-116). Available online via OhioLINK's ETD Center

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Peoples, Patty Sue. "Bike racing sponsorships as a means to meet a corporation's marketing and promotional objectives." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1087.

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Hansson, Linus, and Angelina Håkansson. "Probably the Best Sponsorship in the World : En kvantitativ studie om hur en idrottsförenings varumärkesimage påverkas av alkoholrelaterad sponsring." Thesis, Högskolan i Gävle, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-26854.

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Syfte: Syftet med denna studie är att undersöka hur sponsorer som förknippas med alkohol kan påverka en idrottsförenings varumärkesimage. Detta kontroversiella fenomen har blivit vanligt inom idrotten idag. Vi ville därför ta reda på vilken effekt det får på idrottsföreningens varumärke. Metod: En kvantitativ metod har använts och studiens data har samlats in genom en enkätundersökning. Analysen och redovisning av data har skett med hjälp av deskriptiv statistik, korrelationsanalys och regressionsanalys i programmet SPSS. Resultat & slutsats: Resultaten visar att sponsring från alkoholtillverkande företag generellt har en positiv påverkan på en idrottsförenings varumärkesimage. Detta trots att det är ett omdiskuterat och kontroversiellt förhållande mellan idrotten och alkoholen. Det beror på att förhållandet mellan respektive varumärkesimage inte är samstämmigt och kräver därmed mer tankekraft hos konsumenterna. På så vis befästs sponsorsamarbetet starkare i medvetandet och gynnar varumärkenas image. Examensarbetets bidrag: Idrottsföreningar bör resonera kring vilka sponsorer som ska exponeras. Resultatet visar att sponsorsamarbeten med varumärken som förknippas med alkohol gynnar idrottsföreningens varumärkesimage. Teoretiskt bidrar studien till den kumulativa forskningen inom marknadsföring och hur sponsring fungerar inom idrott. Förslag till fortsatt forskning: Studien undersöker hur en idrottsförenings varumärkesimage påverkas av sponsorer som förknippas med alkohol. Ett förslag till framtida forskning är att undersöka flera föreningar och idrotter för att ytterligare stärka den etablerade forskningen. Ett annat förslag är att göra en liknande undersökning ur idrottsföreningars synvinkel för att ta reda på deras åsikt om sponsring. Aim: The aim of this study is to examine how sponsoring brands associated with alcohol can influence the brand image of a sports association. This controversial phenomena has become more common in the world of sports today. Consequently we wanted to investigate what effect it has on the brand image of the sports associations. Method: We have used a quantitative method with a survey design. Data was collected through a questionnaire. Analysis and presentation of data was done in the statistical software SPSS in the form of descriptive data, correlation analysis and regression analysis. Result & Conclusions: The results from our study show that sponsor partnerships with brands associated with alcohol have a positive influence on the brand image of the sports associations. Even though the partnership between the two is highly controversial. This is because the brand images are incongruent and require more cognitional energy of the consumers and therefore the partnership becomes fortified in the minds of consumers. Contribution of the thesis: Sports associations should consider which sponsorship agreements to be made. Brands associated with alcohol contribute to the brand image, despite the ethical aspect that they should not belong together. Our contribution to the theoretical framework is another examination to the cumulative research within marketing and how sponsorships work in the world of sports. Suggestions for future research: Our study examine how brands associated with alcohol influence sports associations brand images. A suggestion for future research is to investigate several other sports associations since our study is limited to a single one. Another suggestion is to conduct a research through the perspective of the sports associations. It would be interesting to see the sports associations view of the matter.

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Eriksson, Felicia, and Johanna Hammerfeldt. "Sponsring av damidrott – Ett öppet mål? : En kvalitativ studie om sponsringskonsulters syn på sponsring av damidrott och dess marknadsfördelar." Thesis, Högskolan Dalarna, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34413.

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Det finns stora skillnader i hur ekonomiska resurser fördelas i dam- och herridrotten, trots att fördelningen mellan antalet utövare är mer jämnt fördelad mellan män och kvinnor. Sponsring är en stor och betydande del av de ekonomiska resurserna för idrottsverksamheter, likväl går de största sponsringsinsatserna till herridrotten. Det anses dock finnas en kunskapslucka i vilka marknadsfördelar som kan finnas i sponsring av damidrott. Studiens syfte är därför att ta reda på vilka motiv som kan ligga till grund för att företag väljer att sponsra eller att inte sponsra damidrott, vilka marknadsfördelar det kan leda till att sponsra damidrott samt identifiera potentiella utvecklingsområden för sponsring av damidrott. Forskningsdesignen på denna studie är en kvalitativ metod i form av expertintervjuer som utgick från en semistrukturerad intervjuguide. Det framkom att samhällsnytta och exponering är de vanligaste motiven till sponsring av dam- och herridrott. Då det nuförtiden finns ett större krav på företag att ta ett socialt ansvar anses det vara en fördel till damidrotten. På grund av den höga konkurrensen som finns inom herridrotten har det blivit svårare för sponsorer att urskilja sig från andra konkurrenter i det mediebrus som uppstår. Det anses därför vara en fördel för damidrotten i och med en ökad möjlighet för företag att differentiera sig från övriga konkurrenter. Avslutningsvis kom vi fram till att det finns en stor okunskap generellt om sponsring och om sponsring av damidrott. Både hos företag men också hos rättighetsinnehavare, vilket identifieras som ett utvecklingsområde. There are substantial differences in how financial resources are distributed in the women’s and men’s sport, even though the number of athletes is more equally distributed between men and women. Sponsorship is a large and significant part of how these investments are distributed as the largest sponsorship efforts go to men’s sport. However, we see a knowledge gap in how market benefits can be used in sponsoring women's sports. The purpose of this study is to find out which motives companies have to sponsor or to not sponsor women's sports, discover what market advantages sponsoring women’s sport can lead to, and identify potential development areas for sponsoring women's sports. This is a qualitative study based on semi-structured interviews with experts. The results of this study reveal that CSR and exposure are the most common motives for sponsoring women's and men’s sports. Since there is now a greater pressure on a company to adopt social responsibility, it is considered to be an advantage to women's sports. Due to the high level of competition that exists in men’s sport, it is more difficult for sponsors to differentiate themselves in the marketing clutter. Sponsoring of women’s sport is then considered to be an advantage. Lastly, the findings of this study show that there is a great deal of ignorance in general about sponsorship and the sponsorship of women's sports, both in companies and also in rightsholders, which can be seen as an area of improvement.

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Apell, Karlsson Jennifer, and Linnea Wiberg. "The Entrepreneurial Orientation of Nonprofits : A Case Study on Swedish Sport Associations." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, ESOL (Entrepreneurship, Strategy, Organization, Leadership), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35759.

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The model of Entrepreneurial Orientation has frequently been used as a way to analyze the entrepreneurial behavior of organizations. Although the model has been adopted across different context, it has rarely been adapted to these: One such context is nonprofits. As nonprofits operate under other circumstances, we argue that the five dimensions of innovativeness, risk-taking, proactiveness, competitive aggressiveness, and autonomy may not account for all entrepreneurial activity in these organizations. With the largest body of nonprofits in Sweden being sports, a single case study with semi-structured interviews of members in Judo associations were conducted to answer the two research questions: (1) Which dimensions of EO can be found within nonprofits? and (2) Why do entrepreneurial behavior differ between for-profits and nonprofits? By implementing the study of Morris, Webb and Franklin (2011) of motivation, processes, and outcomes we identified what processes can be translated into dimensions, as well as what the motivation behind these are. By analyzing our empirical data we were able to answer our questions in the following way. In nonprofits, the dimensions of innovativeness, internal proactiveness, collaboration, lobbying, and autonomy were identified, indicating that the EO model does indeed need to be adapted for nonprofits. The reason for why these dimensions occurred is mainly due to difference in the motivation of nonprofits. We find that the nonprofits aim to fulfill external goals, by serving a social purpose to stakeholders and growth. This means that nonprofits are not as focused on other players in the market, which impacts on their entrepreneurial behavior.

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Greene, Amanda E., Andy Dotterweich, Gary Lhotsky, and Jason Davis. "Street Fights: Corporate Social Responsibility and a Dragway's Attempt to Reduce Illegal Street Racing." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/3794.

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This study sought to explore a professional sport venue’s use of Corporate social responsibility (CSR) to promote positive social change, by addressing illegal street racing, through events designed for community participation. This study specifically looked at public dragracing events, titled “Street Fights,” held at a professional dragway. The purpose of this study was to 1) examine drivers’ awareness of the event’s social responsibility initiatives with Street Fight events and 2) determine if these initiatives are promoting behavioral changes in drivers. Drivers at Street Fight events were surveyed (n=77, 60% response rate) on their levels of awareness of the venue’s social responsibility initiatives, as well as, the event and venue’s overall influence on positive social change within the community. Results showed that Street Fight racers seem to be aware that the events were created to offer a safe, legal, and affordable place to dragrace. Street Fight racers also indicated they were less likely to engage in excessive speeding on open roadways due to their participation in Street Fight events.

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Leino, Aleksi, and August Rosén. "The Quest for the Holy Grail : How Nordic sports businesses incorporate sustainability and how it can be used as a strategy for competitive advantage." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97049.

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Creating a competitive advantage is often contextualized as the finding the Holy Grail of strategy. This study examines how Nordic sports businesses incorporate sustainability and how it can be used as a strategy to create a competitive advantage. The climate change debate, and increased consumer environmental consciousness has compelled companies to endeavor for a sustainable development. The sport industry has in general lacking behind in the green transition. However, they are now progressively trying to reconstruct their businesses model to a more sustainable approach. Consequently, more companies are today trying to market their brands to be perceived as sustainable. Although, the challenge is to how position a brand as sustainable without being accused for greenwashing. The thesis structure is based on three segments. Corporate sustainability, sustainability marketing and corporate transformation. The study was based on a qualitative research method, based from six case study interviews with companies from Sweden and Finland. The main research findings was that sustainability has become an increasingly important issue for Nordic sports businesses. The driving force behind the sustainable development is three different stakeholder. Customers, policy makers and employees at the own organization. The Agenda 2030 can be seen as a powerful and tangible set of framework, used to better implement sustainability. Another finding is that sustainability is mostly communicated on product level rather than on corporate level because of the fear of greenwashing accusation. Finally, creating a competitive advantage through corporate sustainability is the main objectives. In order to accomplish that desired outcome, the strategy have to been based on sound businesses practices which depends on how the company is using, and absorbing both internal and external resources and capabilities.

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Zdeňková, Klára. "Správa a řízení cyklistických sportovních organizací." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16885.

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The aim of this thesis is to explore current issues of corporate governance with main focus on sport governance. In the theoretical part is described current level of knowledge in this area. On the basis of extensive questioning research are analyzed approaches to administration and management of sport organisations in the Czech Republic. Results of this thesis show current trends and bring new findings in the area of sport governance.

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Corsini, Michael, and Charlie Edman. "Hur påverkas idrottsvarumärken av sponsoravtal med spelbolag? : En komparativ studie mellan Linköping HC och Brynäs IF." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38523.

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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. Dagens idrottsorganisationer ställs inför mängder med utmaningar, de behöver inte bara nå framgång på planen utan även inom många andra områden. Idrottens kommersialisering har bidragit till att föreningar drivs mer och mer som ett företag, där varumärke och sponsring är två centrala delar. Samtidigt har de sin grund i idrotten och dess normer samt ideal. Just nu, år 2019, är det vanligt förekommande att spelbolag sponsrar idrottsverksamheter. Detta är någonting som skapat en stor samhällsdebatt då många, inklusive folkhälsoinstitutet, menar att spelmissbruk är ett växande folkhälsoproblem i Sverige. Detta skapar ett stort dilemma för idrottsklubbarna, samtidigt som de behöver kapital för att bedriva verksamheten behöver de också värna om sitt varumärke. Studiens syfte är att söka förståelse för hur supportrarnas syn på idrottsvarumärkena påverkas av spelbolagens sponsring; samt hur idrottsorganisationerna förhåller sig till Corporate Social Responsibility och idrottens normer och värderingar. För att undersöka detta har de fyra varumärkesteorierna Brand Equity, Brand Relationships, Word of Mouth och Brand Image Transfer använts i denna studie. Corporate Social Responsibility har även använts som en kompletterande teori. I Studien används triangulering som forskningsmetod, där representanter från Brynäs IF och Linköping HC medverkat i semi-strukturerade intervjuer. Dessutom har 238 supportrar till Brynäs IF och 100 supportrar till Linköping HC svarat på studiens enkätundersökning. Resultatet i denna studie visar att det existerar negativa attityder gentemot spelbolag från klubbarnas supportrar, dessa negativa attityder har visat att det bidrar till en negativ påverkan på klubbarnas varumärken. Resultatet visar också att samma sponsoravtal kan ha varierande påverkan på olika klubbars varumärke. Sponsoravtal som supportrarna ställer sig positiva till kan dock hjälpa till att motverka dessa negativa effekter. Resultatet visar att de flesta av klubbarnas supportrar är neutralt inställda till klubbarnas sponsoravtal.

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Johnson, Carolina, and Linnea Stark. "Sponsringens nya spelplan : En kvalitativ studie om hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-100653.

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Elitidrottssponsring är ett kraftfullt marknadsföringsverktyg som företag använder sig av för att generera intresse, engagemang och lönsamhet, där allt mer idag sker i snabbt utvecklande digitala miljöer. Tidigare forskning har identifierat fem steg som utgör sponsringsprocessen, men det har däremot inte beskrivits hur den allt mer påverkande digitala kommunikationen påverkar elitidrottssponsorer i sponsringsprocessen. Syftet med studien är att beskriva hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen. För att uppnå detta har en kvalitativ forskningsmetod med en tolkande analys tillämpats. Studiens teoretiska ramverk baseras på sponsringsprocessens delar, och digital kommunikation. Empirimaterialet är insamlat från semistrukturerade intervjuer med representanter från fyra företag som sponsrar elitidrott. Studien visar att företagen arbetar systematiskt i sponsringsprocessen, som i allt högre grad präglas av digital kommunikation. Uttryck och omfattning på hur digital kommunikation påverkar arbetet varierar under sponsringsprocessen, men bidrar generellt med ökad affärsmässighet. Sponsringsprocessens inledande målsättning, primärt kopplat till högre krav på ROI och stärkt varumärke att kommunicera digitalt, genomsyrar beslut som fattas under processen. Företag påverkas som mest av digital kommunikation i sponsorförvärvet- och implementeringen, då arbetsstrategier anpassas till ökad konkurrens på marknaden och utveckling av användandet av nya digitala kommunikationsplattformar, såsom sociala medier. Digital kommunikation präglar även analys av centrala parametrar i sponsringsprocessen, främst kopplat till budgetering och utvärdering. Slutligen rapporteras vikten av att balansera kundcentrering och analog verkan, med ett tillvaratagande och utvecklande av strategier för digital kommunikation. Studiens implikationer främjas av att en modell som integrerar digital kommunikation i sponsringsprocessen presenteras. Elite sports sponsorship is a powerful marketing tool that companies use to generate interest, engagement and profitability. Today, a revolutionizing big part of it takes place in rapidly developing digital environments. Previous research has identified five parts that constitute the sponsorship process, but it has not been described how digital communication affects elite sports sponsors in the sponsorship process. The purpose of the study is to describe how companies sponsoring elite athletes are influenced by digital communication when working in the sponsorship process. To achieve this, a qualitative research method with an interpretive analysis has been used. The theoretical framework is based on the sponsorship process, and digital communication. The empirical material is collected from semi-structured interviews with elite sport sponsors. The study shows that companies work systematically in the sponsorship process, which is increasingly influenced by digital communication. The expression of and extent to which digital communication influences varies during the sponsorship process, but overall, it contributes with increased commercialism. The initiating goal setting, mainly connected to higher demands on ROI and a strong brand to communicate digitally, perpetuates the decisions during the process. Companies are mostly influenced by digital communication in the sponsorship acquisition and implementation, as they adapt to increased competition and develop the use of digital communication platforms, such as social media. Digital communication also characterizes how companies analyze key figures, mainly in budgeting and evaluation. Finally, the importance of balancing customer centricity and operating analogically, with using and developing a strategy for digital communication is reported. The implications of the study are furthered by presenting a model integrating digital communication in the sponsorship process.

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Holm, Elin, and Mårten Kevesäter. "Organisationskultur – från ideell till kommersiell : En kvalitativ studie om organisationskultur i en organisation med ideell, professionell och kommersiell idrott." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41512.

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Historiskt sett har idrotten i Sverige utövats dels efter ett amatörideal i syfte att bekämpa ohälsa, dels efter eget idrottsintresse. Idrotten har sedan den etablerade sig, följt samhällsutvecklingen och anpassat sig därefter. När amatörregeln togs bort på 60-talet genomgick idrotten en förändring mot professionalisering vilket bland annat innebär att anställda inom professionella idrottsorganisationer erhåller ekonomisk ersättning för deras arbete och utövarna kunde tjäna pengar på sin idrott. Idrotten utvecklades i samhället och kommersialisering blev ett fenomen som har gett bestående inslag inom idrottsvärlden, där det nu återfinns flera kulturella värdegrunder som består av ideell, professionell och kommersiell idrott. Syftet med studien är att undersöka om de olika kulturella värdegrunderna kan förenas inom en idrottsorganisation och om det då uppstår några problematiska situationer, spänningar, när de förenas. Studien är en kvalitativ fallstudie där tre semistrukturerade intervjuer har genomförts. Resultatet utgick ifrån Schein’s organisationskultursmodell samt de kulturella värdegrundernas identiteter och visade på att organisationskulturen formas och integreras av ideell, professionell och kommersiell idrott samt att det uppstår spänningar när dem förenas i en organisation. I detta fall blir den professionella och kommersiella verksamheten mer dominerande i organisationskulturen. Historically, sports in Sweden have been practiced either according to an amateur ideal for the purpose of combating ill-health or and in accordance with the athletes own sports interest. Since its establishment, sport has followed social development and adapted accordingly. When the amateur rule was removed in 1967, the sport underwent a change towards professionalization. It is primarily sports organizations that compete at the highest level and with a focus on team sports that have embraced this professionalization. The professionalization meant that employees in sports organizations were paid a salary and that the athletes could make money from their sports. Development in sport has since continued in line with society and commercialization has become a phenomenon as well as a lasting element that has taken over parts of the power in the sports world. This has created different cultural values in sports. We now talk about non-profit -, professional - and commercial sports. This study investigates whether these values can work together within an elite organization and what tensions may arise between them. The study is a qualitative case study in which three semi-structured interviews have been conducted. The analysis was based on Schein's organizational culture model, which focuses on the levels of artifacts, espoused beliefs and values and basic underlying assumptions. The result showed that organizational culture is shaped and integrated by the different cultural values.

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Berret, Timothy. "Strategic insights into sport sponsorship /." 1997. http://www.nlc-bnc.ca/obj/s4/f2/dsk3/ftp04/nq22951.pdf.

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Chen, Wei-Yu, and 陳威有. "The Study of Maxxis' Corporate Sponsorship on Sports." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/43130569030838995773.

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碩士 國立臺灣師範大學 體育學系在職進修碩士班 100 The success of 1984 Los Angeles Summer Olympics sets a role model for corporate sponsorship, and causes a fad in corporate marketing. This trend gradually spreads out to Taiwan domestic industries; therefore, they follow in the footsteps and start their corporate sponsorship on sports. Taiwan’s domestic industries, such as ACER, GIANT, and MAXXIS, become well-known by sponsoring globally-known sports events. This study targeted Maxxis, and explored its current corporate sponsorship, decision management, and benefits gained by interviewing Maxxis’ general manager and the assistant general manager from sales marketing department. Maxxis sponsors a variety of sports, but mainly sponsors car-racing. The motives of its corporate sponsorship are building or enhancing brand image, reaching target crowds, increasing media exposure, uplifting brand awareness, and devoted to the society. The factors concerning Maxxis’ corporate sponsorship are the match for its corporate developing strategies, budgets, media exposure, product relativity, the preference of target audience, the image of the sport property, and the interaction with Maxxis. The decision maker is the general manager, and sales marketing department is in charge of the whole sponsoring process. The benefits from sponsorship are achieving the goal of corporate marketing, media benefits, brand image benefits, reaching target crowds, and improving products to raise quality. The impact of sponsorship is examined with tracking assessment and media exposure assessment, targeting strategic partners, dealers, and consumers. These findings are expected to provide reference for related organizations and industries with this case analysis of successful corporate sponsorship on sports, accomplishing the combination of business and sports, creating a win-win situation.

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Chang, Chi-Fan, and 張啟帆. "A Study on the Factors of Corporate Sports Sponsorship." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/67396891083887108478.

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碩士 國立中興大學 行銷學系所 96 Sports sponsorship represents one of the most rapidly growing areas of marketing activity today. Due to the outstanding effect sports events can provide, managers regard sponsorship as an important marketing tool to achieve objectives. Therefore, this paper seeks to understand the relationship between the factors of corporate sponsorship, and to conclude difference types of sponsoring corporations. The results have shown that the factors of corporate sports sponsorship include awareness factors, hospitality factors, communication and promotion factors, philanthropic factors, and connection factors. Furthermore, to those who are involved in sponsorship, hospitality factors, communication and promotion factors, and connection factors has positive impact toward awareness factors. It means that when an executive of a sponsoring corporation is considering sponsorship as a marketing tool, awareness factors is the most important to make them achieve their goals. The results also showed that the types of sponsoring corporations can be classified into three types which include awareness effect type, strategy type, and charity type. According to the results, this study has found that approving brand awareness is the main strategy when sponsoring, with the support of other strategies. Therefore, when a company is trying to invest on sports events, awareness should be the main concern. Furthermore, sports organizations should cater to sponsors’ pleasure according to the three types this research has classified when collecting funds. Further suggestions for companies trying to enter this area and sports organizations are discussed.

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Feng, Yi-Fang, and 馮義方. "An Research on the Behavior of Corporate Sports Sponsorship." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/79349307145830420633.

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碩士 國立臺灣大學 商學研究所 87 Under the modern competition of marketing, it’s essential for a business to adopt efficient promotion tools, which promotes corporate sponsorship’s development. Sport is an activity crossing countries, cultures, ages, sex and social classes. It can also function as the media to connect customer and business, making sports sponsorship blossom nowadays. So this research adopted deep interviews on Acer Incorporated, Reebok Taiwan Ltd., China Motor Corporation, ERA Communications Co., Ltd., Mercuries Group and King Car Group to understand the whole behavior model of corporate sports sponsorship. With the results of this research, it expects to propose some suggestions about creating win-win situation to both businesses and sports organizations in Taiwan. This research used qualitative analysis to discuss the relationship between six variables including the motives of corporate sponsorship, the characteristics of the business, environmental factors, the decision criterions of corporate sponsorship, the content of sponsorship and the influence of sponsorship on its business, to establish twenty propositions. Concerning the business characteristics’ impact on the motive of corporate sponsorship, this research suggested five propositions. One of them is “No matter what the business characteristics are, business sponsors sports from the motives of enhancing corporate image, awareness, and taking the social responsibility.” Regarding the environmental factors’ impact on the motives of corporate sponsorship, this research suggested three propositions. One of them is “If business lays stress on popular trends in society, it sponsors sports from the motives of enhancing corporate image, awareness, and taking the social responsibility.” In terms of the sponsorship motives’ impact on the decision criterions of corporate sponsorship and the content of sponsorship, this research suggested nine propositions. One of them is “ On the purpose of enhancing corporate image, the activity which matches corporate image is the first priority, and business will consider the decision criterions of media coverage, activity’s relatedness with corporate products, the soundness of sports organization and other sponsors’ condition. Through this decision process, the content of sponsorship is mainly long-term and regular.” Concerning the relationship between the decision process and the impact of sponsorship, this research suggested three propositions. One of them is “The main impact of sponsorship on sponsor is raising corporate image and awareness.”

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Hsieh, Fa-Chang, and 謝發樟. "Study on Corporate Sponsorship on 2003 National Sports Match." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/71191047003541524936.

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碩士 國立體育學院 體育研究所 92 This study surveyed corporate sponsors of 2003 National Sports Match to investigate the status quo of those corporate sponsors and analyze the difference in company scale, number of previous sponsorship, and sponsorship plan, in order to map out the factors on the motive, determinant, feedback, and actual benefits to the corporate sponsors. The results were provided as a guideline to sports organizations and local governments in quest of sponsorship. This study used “Corporate Sponsorship of 2003 National Sports Match Questionnaire”. The collected data was analyzed with descriptive statistical methods (average mean, standard deviation) to description the status quo of those corporate sponsors. One-way ANOVA was applied to study the scale, number of previous sponsorship, and sponsorship plan. If the results reached significant standard, Scheffe’s method was applied for post-hoc test. The sponsorship plans were compared by using t-test. The results were as follows: 1. The four aspects proposed by this study were “sponsorship motive”, “determinant”, “feedback”, and “actual benefits”. The statistical analysis showed the order of “sponsorship motive”, “feedback”, “determinant”, and “actual benefits”. The results showed that “motive” ranked number one in reason of sponsorship. 2. Company scale showed no significant difference in “sponsorship motive”, “determinant”, “feedback”, and “actual benefits”. They shared the same passion and ambition toward sponsorship. 3. The number of previous sponsorship showed significant difference, whereas, once (M=3.18), twice (M=3.57), three times (M=4.07), and four or more times (M=3.48), F value=6.162, p<.05. Based the number of previous sponsorship, sports sponsorship has become a trend. 4. Sponsorship plan of “over three years” and “one year (or less)” showed significant difference, more specifically companies with sponsorship plan of “over three years” was higher than that of “one year (or less)”. The results showed that domestic companies have planned on sponsorship on a more established basis. 5. Whether companies have fixed sponsorship measures showed no significant standard in 2003 National Sports Match. Although sports sponsorship has become popular, this studied concluded that lack of formulated sponsorship measures for evaluation of decision on sponsorship was the main reason to the lag from thriving. Lastly, this study suggested in-depth research on the actual benefits of corporate sponsorship in future research. This study provided a guideline to sports organizations, sports authorities, and companies in coordination of corporate sponsorship.

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"Relationships in sport sponsorship: a marketing perspective." Thesis, 2008. http://hdl.handle.net/10210/1337.

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D.Comm Despite the large amounts of money spent on sponsorships and per implication sport sponsorship, little research is available concerning sponsorship practices in South Africa. There is thus a need for a research study or project to establish how corporate sponsors and sport organisations manage relationship marketing within sponsorships. Literature shows that there is a need to understand the various relationships in sport sponsorships, in order to be able to establish and maintain long-term successful sponsorship agreements. Prof. W.J. Hollander Prof. J.Busser

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Kim, Kihan. "Managing corporate brand image through sports sponsorship: impacts of sponsorship on building consumer perceptions of corporate ability and social responsibility." Thesis, 2006. http://hdl.handle.net/2152/2912.

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Benadie, Strelize. "Relationships in sport sponsorship : a marketing perspective." Thesis, 2013. http://hdl.handle.net/10210/8708.

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D.Phil. (Sports Management) Despite the large amounts of money spent on sponsorships and per implication sport sponsorship, little research is available concerning sponsorship practices in South Africa. There is thus a need for a research study or project to establish how corporate sponsors and sport organisations manage relationship marketing within sponsorships. Literature shows that there is a need to understand the various relationships in sport sponsorships, in order to be able to establish and maintain long-term successful sponsorship agreements. Most international as well as local research on the subject, focused on the establishing of the sponsorship objectives (Abratt & Grobler, 1989; Mattheus, 1996; Polonsky, Sandler, Casey, Murphy, Portelli & Van Velzen, 1996 and Spence, Abratt & Mattheus, 1997). Although this gap is prevalent in the broader field of sponsorships, the focus of this study is on the maintaining and enhancing of the sponsorship relationship between a corporate sponsoring organisation (the sponsor) and sport federations (the sponsoree). The primary objective of this study is to develop a framework from a marketing perspective that could guide the establishment and enhancment of relationships in sport sponsorships in South Africa between a sponsor and a sponsoree. The following sub objectives were formulated to help achieve the primary objective of the study: - Identify, describe, analyze and contextualize the relationships within sport sponsorships. - Investigate, describe and argue the theoretical framework of marketing and the positioning of relationships therein. - Compare the theoretical framework of relationships in sport sponsorship with the current practices within the South African context. For the purpose of this study, the respondents have been divided into two categories. The first category is corporate organisations in South Africa involved with sport sponsorships (that is corporate organisations sponsoring sport). The second category is the sport organisations in South Africa (sport codes) that receive sponsorship money. The first phase of the study involved an intensive study of the available literature on the subject, involving local as well as international resources. This provided the academic as well as the theoretical basis for this study. The second phase of the study focused on the empirical research of the study. During the empirical research phase, a questionnaire was developed in order to determine the primary and secondary objectives of the study. The growth in sponsorships illustrates its popularity as a marketing communication element to be applied by organisations. All indicators are that sport sponsorships will continue to play a major role in the marketing communication of organisations. It is therefore important that marketers understand the role of sport sponsorships within marketing. Corporate organisations view the sponsorship relationships as an activity that will benefit both the corporate organisations, as well as the sport federations. This implies that such a relationship already exists. Sport federations on the other hand rank the development of such a relationship as a priority, implying that they are of the opinion that such a relationship does not exist at this point. The two target groups ranked the reasons (or intentions) to become involved in sponsorships somewhat differently. For the respondents of the corporate organisations, the development of the corporate image is the most important goal. The respondents from the sport federations are of the opinion that the most important goal for corporate organisations to get involved with sponsorships lies in the fact that sponsorships have the ability to generate some free publicity for the organisation. The respondents of the two target groups viewed the different factors that might have an influence on the sponsorship decision-making differently. Respondents from corporate organisations viewed the ability to get their organisation involved in the community as the element that had the greatest influence on their decision-making process while the respondents from the sport federations on the other hand saw the coverage that a sporting event would get, as the element that would have the biggest impact on the decision making process. Trust was viewed by both the corporate organisation as well as the sport federations as an important element in the forming and establishment of relationship marketing within sport sponsorships. In the establishment of relationships within sport sponsorships, the conclusion can be drawn that the concept of loyalty has a very strong influence, since the respondents from both target groups viewed it as such. The same conclusion can be drawn concerning the development of bonds in sport sponsorship relationships. After comparing the views of the two target groups concerning the role of empathy in sport sponsorship relationship, it was found that each group had a different view of its importance. The respondents from the corporate organsiations saw it as very important while the respondents

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Westgate, Melissa Lynne. "Corporate sponsorship strategies in Canadian women's ice hockey." Thesis, 2000. http://hdl.handle.net/2429/10556.

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This thesis reports findings from a study that analyzed the sponsorship strategies, objectives, and benefits of the Canadian Hockey Association's women's ice hockey support program. There has been a notable increase in recent years in the number of women sport spectators and sport participants in ice hockey, which has increased the sport's potential for sponsorship. Women's ice hockey is Canada's fastest growing sport with approximately 40,000 females registered from coast to coast - an increase of over 400% in the last 10 years. (http://www. canadianhockey.ca). Although small in size compared to the men's program, (Women= 37,700, Men= 470,714) these numbers suggest that women's hockey is a good candidate for targeted sponsorship marketing approaches such as direct marketing and relationship marketing. Relationship and direct marketing are approaches to marketing and business communications that have emerged recently in the literature and can be used to enhance the benefits of sponsorship. Relationship marketing can be described as an integrated effort to identify, maintain, and build a network with individual customers and to continuously strengthen the network for the mutual benefit of all parties involved (McDonald and Milne, 1997). Direct marketing methods can be used to help identify, build and maintain relationships with customers and prospective customers using database technologies. According to Shani (1997), database marketing is a necessary tool to implement relationship marketing and involves the collection of information about past, current, and potential customers to build a customer database. The thesis study was designed to assess the marketing and sponsorship activities of thirteen major corporate partners involved in the women's program at the premier ($500,000+), broadcaster, or associate/program ($100,000+) levels. Eight corporate partners participated in the study. Interviews were conducted, in each case, in the offices of the respective corporations. Each interview was recorded and transcripts were prepared of the tape recordings. In addition to the audio recordings and transcripts, observations were made on-site and a wide range of sponsorship-related promotional materials were collected. The data were analyzed according to the corporate objectives, strategies and benefits obtained and the marketing & sponsorship methods that were utilized. Four major sponsorship objectives were found, ranging from traditional goals such as brand (and corporate) image & awareness and community involvement to more innovative objectives in sales and integrated promotions and advertising. Nine core corporate programs offered to the sponsors by the CHA are outlined in the thesis including: the Initiation Program; Skills Development Program; Experience a Dream; Fun Days; Medals of Achievement; Schools Program; PlayRight; the Coaching Certification, Development and Rewards Program; and Women in Coaching and Role Model Seminars. The research found a number of benefits of these core programs for the sponsors, including opportunities for relationship marketing, direct marketing, and niche marketing. Although for the most part CHA sponsors were very optimistic and supportive of the women's ice hockey program, there were a number of barriers and issues that concerned them. This research shows, however, that corporate partners for the most part were able to overcome these barriers and that they felt it was important to support the women's game of ice hockey in Canada.

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Chang, Hui-Chun, and 張慧君. "A Effects Of Corporate Sports Sponsorship On Consumer Brand Identity And Purchase Behavior." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/82560725565359041969.

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碩士 大葉大學 管理學院碩士在職專班 100 A Effects of Corporate Sports Sponsorship on Consumer Brand Identity and Purchase Behavior Student: Hui-Chun Chang Advisor: Prof. Cheng-Jong Lee Horng-Fuh Juang Da-Yeh University ABSTRACT The progressive development of domestic sport industries in the recent years, main purpose of this research was to investigate the relationships between sports sponsorship and purchase behavior of corporate in Taiwan. The research then investigated brand identity consumer’s brand identity as a intervenor, and examined its interactive effect with sports sponsorship to purchase behavior. It also tested the interven effect of con-sumer’s brand identity on sports sponsorship and purchase behavior. To achieve the study purpose, selecting sports sponsorship to be main research object with 298 valid samples. This study use Structural Equation Modeling(SEM) to test key factors that influence consumer’s purchase behavior : sports sponsorship , brand identity. The data were analyzed by independent samples t-test, one-way ANOVA, Pear-son’s product-moment correlation, and regression analysis. From the survey, some con-clusions are summarized as follows: 1. The sports sponsorship of corporate in Taiwan has conspicuously positive effect on purchase behavior. 2. The brand identity has positive effect in the relationship between sports spon-sorship and purchase behavior. And then, based on findings of this research, suggestions were provided for the corporate and future research in this area. Key Words: sports sponsorship, brand identity, purchase behavior

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LO, TZU-CHIEN, and 羅子建. "A Study of Sponsorship Management upon Non Profit Sports Organizations from Corporate Perspective - the Case of National University Sports Federation." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/48787605927709605156.

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碩士 輔仁大學 體育學系碩士班 95 Abstract This research project was aimed to examine and analyze the correlations between corporate sponsorships and non-for-profit sports organizations in Taiwan through the local and international athletic events organized by Chinese Taipei University Federation (CTUSF). Four corporate sponsors were selected and the key persons were interviewed for this project. This project intended to discuss each corporation’s decision-making process and management philosophy over its sports sponsorships in the following aspects: the responsible department/personnel and the pattern of cross-department communications, motivating factors of being a sponsor, the management level of decision-making, corporate strategies to deploy resources, evaluation on sponsorship effects, what and how promotion activities were arranged. The ultimate purpose of this project was to present viable research results that would be useful to the non-for-profit sports organization and government agencies in understanding corporate decision-making process on sports sponsorship and effectively securing corporate sponsors in the future. The findings of this research concluded as below: a. The main connections between non-profit organizations and CTUSF in sponsorship of sport events were built by familiar people or institutions that were mutually trust. However through host of cooperated sports activities, mutual objects and needs, non-profit organizations and CTUSF forged an “allied relationship” affiliated to sports sponsorship. b. The motivations of affiliation for non-profit organizations were generalized into six categories from responsibilities/expectation of society, public welfare, and trademark, enterprise celebrity, gaining profit and having favorable impression. c. In enterprise structure, Marketing Department is mainly in charge with affairs of sports sponsorship. Generally speaking, depending on demanding of specific promotion, different products, and sports specialties, there is an ad hoc or project working group which is composed by staffs cross-departments to deal with executive and marketing requirements. Usually the cases of sports sponsorship are reported in internal meeting and being policy-making by executives. d. The contributors for enterprise to sponsor sports events are finding target groups, being interested in characters or images of sports, promoting enterprise image, or satisfying other purposes. e. The effects of sports sponsorship are considered to be evaluated by the numbers of participants, the participations in media workers, the broadcasting time of promoting ad hoc, responses from other companies and consumers, news, sales volume. f. The capitals for enterprises to invest in sports sponsorship are financial support, human resource, products and media influence. g. For CTUSF, strategies to activate sports sponsorship are holding press conference, making spokesperson, drawing lots for prizes, offering free trial products, and composing media special reports.

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Oliveira, Diogo Matos dos Santos de Magalhães. "Sponsorship in sports marketing: the effects of sports sponsorship on football fans' sponsor awareness, exposure, attitude, perceived congruence, purchase intentions and simultaneous sponsorship with a rival club." Master's thesis, 2019. http://hdl.handle.net/10071/19448.

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Purpose: As football is a connection/loyalty-based sport, this study aimed to investigate the effects that a simultaneous sponsorship of two rival clubs has on the sponsor itself, as well as understand the reaction that team supporters display toward that situation. Another aim was to examine the existence of congruency of attributes between the sponsor brand and either of the clubs, in addition to understanding the effects of exposure on attitudes towards the sponsor and on purchase intentions, towards sponsor. Methodology: First a literature review was conducted on the topics of sports sponsorship, brands, congruency, attitude towards sponsor and purchase intentions. Next, hypotheses were formulated and tested through an online survey applied midst sports enthusiasts. Lastly, the data was analysed and the hypotheses were verified. Findings: This study uncovered that different types of exposure and level of involvement translate into different levels of awareness; awareness takes a positive effect on attitude towards sponsor and, the latter on purchase intentions. Additionally, it was demonstrated that a brand sponsoring two rival clubs does not affect both sets of fans in the same regard (when having into account the set of attitudes and the awareness) (based on the articulation of values and traits), hence, exhibiting the importance of congruent communication. Contributions: This study adds to previous research by encompassing the study of the effects of a simultaneous sponsorship of two rival clubs in a different cultural setting. Furthermore, this study considered the different level of exposition of a sponsor and its effects. Objetivo: Sendo o futebol um desporto baseado na lealdade, este estudo pretendeu investigar os efeitos que se verificam num patrocínio simultâneo a dois clubes rivais, bem como, perceber a reação dos apoiantes dos clubes. Outro intuito foi o de examinar a existência de congruência dos atributos entre o patrocinador e os clubes, além de entender os efeitos do nível de exposição nas atitudes dos adeptos e nas intenções de compra, face ao patrocinador. Metodologia: Primeiramente foi realizada uma revisão de literatura sobre os temas marketing no desporto, marcas (valores, imagem, consciência), congruência, atitudes e intenções de compra em relação a um patrocinador. Seguidamente, foram formuladas hipóteses posteriormente testadas através de um questionário aplicado online junto de adeptos. Por último, foram analisados os dados e verificadas as hipóteses. Resultados: Este estudo revelou que diferentes tipos de exposição e nível de envolvimento se traduzem em diferentes níveis de conhecimento do patrocínio; que por sua vez, tem um efeito positivo na atitude face ao patrocinador e, este último nas intenções de compra. Adicionalmente, foi demonstrado que uma marca que patrocine dois clubes rivais não afeta ambos os grupos de adeptos de forma semelhante (quando consideradas as atitudes e o conhecimento/reconhecimento) (com base na harmonização/enquadramento de valores), evidenciando a importância de comunicação congruente. Contribuições: Esta dissertação contribui para estudos anteriores por considerar o estudo dos efeitos de um patrocínio simultâneo a clubes rivais num contexto cultural diferente. Adicionalmente, este estudo considerou os diferentes níveis de exposição de um patrocínio e os seus efeitos.

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McElrath, Mark B. "An assessment of sponsorship objectives and successful mechanisms as perceived by corporate sponsors of NCAA Division I-A athletic departments." 2002. http://www.oregonpdf.org.

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Thesis (M.S.)--Slippery Rock University, 2002. Includes bibliographical references (leaves 59-63). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

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Lai, Chung-Cheng, and 賴忠政. "The Discussion of Corporate Sports Sponsorship on Image Transfer and Sponsorship Outcomes-The Moderating Effect of Congruence and Activity Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/26500688873484956706.

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碩士 銘傳大學 管理研究所 98 Sports sponsorship is becoming the new edge tool to marketing gradually and without doubt, the sponsorship plays an important role in the sport events. The domestic sports events prevail day by day and this situation definitely stimulates the growth of corporate sponsorship. The purpose of this study is to understand the influence of corporate sports sponsorship on image transfer and sponsorship outcomes (purchase intention, word of mouth, sponsor image), and discuss two variables as congruence and activity involvement whether positive moderate effect on the relation between image transfer and sponsorship outcomes. This research selects six sports, collection of data by questionnaire survey, apply SPSS to statistical analysis and AMOS to the frame of causal analysis and hypotheses. The results reveal corporate through sports sponsorship will have an image transfer phenomenon, so that consumers have further realized for companies, and reflected in sponsorship outcomes. Congruence has positive moderate effect on the relation between corporate sports sponsorship and image transfer, and activity involvement has positive moderate effect on the relation between image transfer and sponsorship outcomes.

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Gailey, Kevin R. "Permanent corporate signage at the University of North Carolina-Chapel Hill a survey of student and faculty opinions /." 2004. http://www.oregonpdf.org.

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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2004. Includes bibliographical references (leaves 134-138). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

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WU, CHENG-LIN, and 吳政霖. "The Spectators’ Attitudes Toward the Corporate Sponsorship Benefits in Sports Events: An Example of UBA 2012." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94705281774290945893.

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碩士 國立屏東教育大學 體育學系碩士班 101 Summary The purpose of this research was to understand the attitudes from the spectators of University Basketball Association (UBA) toward corporate sponsorship and present situation of the sponsorship’s benefit in the sports events. The study also analyzed the different spectators’ backgrounds toward the differences between spectators’ attitudes and the sponsorship’s benefit. In the end, it further explored the correlation between the attitude of spectators and the corporate sponsorship’s benefit in sports events. The study applied Questionnaire Survey and the spectators who watched the UBA 2012 were surveyed. By convenience sampling, there were 400 questionnaires and 395 questionnaires were retrieved. The effective questionnaire ratio was 98%. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, and canonical correlation. The results were found as followings. 1. The university basketball association spectators have nicer attitude toward corporate sponsorship and the sponsors gain better benefits. 2. There were significant differences in spectators’ corporate sponsorship attitudes by their different ages, hours they spent on watching sports TV program per week, and if they have ever noticed sponsors in the UBA. 3. There were significant differences in spectators’ corporate sponsorship benefits by their different ages, education levels, hours they spent on watching sports TV program per week, and if they have ever noticed sponsors in the UBA. 4. Positive correlation were found between the spectators’ attitudes toward corporate sponsorship and the sponsorship benefits.

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Rabale, Emmanuel. "Sponsorship effectiveness: consumer recall, recognition and perceptions of official sponsorship and ambush marketing in the 2010 FIFA World Cup." Thesis, 2011. http://hdl.handle.net/10352/115.

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Thesis. (M. Tech. (Dept. Marketing, Faculty of Management Sciences))--Vaal University of Technology, 2011. The phenomenal growth of special events sponsorship as a promotional tool is evident in the increase in the number of companies and their expenditure on sponsoring events. Currently, football (for the purpose of this study, the term football and soccer are used interchangeably) has become the most heavily sponsored sport in terms of value and number of sponsorship deals. International events such as the Federation of International Football Association (FIFA) World Cup™ and the Olympic Games are the biggest sporting events staged globally which makes them particularly lucrative for sponsor investment. The high media coverage and duration offers an ideal platform to create high brand awareness, consumer’s recall and recognition for the participating sponsors. The FIFA Soccer World Cup™ tournament with its huge audience is perhaps the premier place for companies to display their brands on an international stage. Millions of rands are spent on sponsorship in general every year and on sports sponsorship in particular. Yet little is known about the effectiveness of this expenditure. Sponsors are often unsure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. The primary objective of this study was to determine sponsorship effectiveness through consumers recall and recognition. In addition, the study sought to determine the perception of official sponsorship and ambush marketing during the 2010 FIFA World Cup™. The event attracts billions of viewers and a huge number of companies associate their products with this event. A quantitative approach was adopted for the study. The data was collected using a convenience sample of 462 fans, supporters and followers of the 2010 FIFA Soccer World Cup™ in Gauteng, South Africa. To determine sponsorship effectiveness, consumer-aided and unaided recall tests were conducted after the 2010 FIFA World Cup™ in an attempt to quantify sponsorship recall of official and non-official responses In addition, the study sought to establish consumers’ perceptions of official sponsors and the purchase intentions of their products and brands. Finally, consumers perceptions towards unofficial (ambush marketers) sponsors were ascertained. The high frequency of inaccurate responses through unaided recall suggests that there was confusion in the minds of respondents regarding those who were official sponsors of the 2010 FIFA World Cup™. This has serious implications for both marketers and sponsors as the effectiveness of sponsorship as a marketing communication tool comes into question. This may work to the advantage of ambush marketers who could effectively use the confusion in consumers’ minds to market their products and brands. Possible reasons for the inaccurate responses could be attributed to the fact that the World Cup™ is a once-off event that attracts individuals because of the novelty of the event and the multiple distractions that are associated with the event. The inaccurate responses may also have implications for future purchase intentions of the product since a recall level of awareness could be a determining factor in the purchase decision. This study revealed that sponsorship recall is enhanced by aided recall and prior knowledge of the sponsor. The responses with regard to aided recall suggest that consumers were able to recognise brands that were housed and marketed in South Africa. Brands such as Seara, Yingu Solar, Satyam, NeoAfrica, Aggreko and Prasa are relatively unknown brands in South Africa – therefore they were not easily recognised by the respondents. From a marketing perspective, the question arises whether it is feasible for foreign-based companies such as Emirates and Mahindra Satyam to invest in sponsorship ventures that are unlikely to achieve the desired results. These companies did not widely advertise in the local South African market. However, because the 2010 FIFA World Cup™ had a worldwide impact, this does not mean that global brands failed to achieve their objectives elsewhere in the world. In other words, they could have been playing to a much wider audience, in much stronger markets than that of the host country. An interesting revelation was that most consumers were able to recall brands that were global, mass-marketed and consumer-oriented such as Coca-Cola and McDonalds. This may partially be because during the event they were intensively engaged in advertising their sponsorship in the 2010 FIFA World Cup™. Central Research Committee, Vaal University of Technology.

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Chen, Yen-Ju, and 陳妍如. "Does Sponsorship Work?-The Influence of Sports Involvement on Corporate Image and Purchase Intention of Sponsors' Products." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/07612939169272129628.

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碩士 國立交通大學 經營管理研究所 100 In recent years, sponsorship has become popular among firms owing to its higher effectiveness to catch consumers’ eyes. For instance, the FIFA World Cup which is held every four year is now one of the targeted event firms would like to sponsor. Recently, Taiwan has more and more international occurrences that Taiwanese companies also attempt to sponsor mega events like Asia Series 2011, the event employed in this study to attain the benefits of sponsorship. Owing to the sponsorship prevail among Taiwan’s market evokes the motivation of this study. Consequently, this study refers to previous studies and measure whether “corporate image” can play a mediator between sports involvement and purchase intention. The data of questionnaire is collected from the Internet and is targeted at Taiwanese all over Taiwan. The valid sample is 333. The Structural Equation Model (SEM) is used to analyze the data and sobel test is employed to understand the mediator role of “corporate image”. The model proposed in this study is separated into two parts to estimate; namely, “corporate image” and “purchase intention” are assessed twice and are targeted at all sponsors and Mercuries Life Insurance, respectively. The results signify in both parts “sports involvement” can positively and directly influence “corporate image” and “corporate image” can positively and directly affect “purchase intention”. However, only when targeting at all sponsors, “sports involvement” can positively and directly impact “purchase intention”. Furthermore, the results of sobel test indicate “corporate image” can partially mediate the relationship between “sports involvement” and “purchase intention” when targeting at all sponsors; nonetheless, “corporate image” can fully mediate the relationship between “sports involvement” and “purchase intention” when targeting at Mercuries Life Insurance. In the end of the study, some suggestions are given.

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Shen, Chung-Kuang, and 沈重光. "The Relationships of Corporate Sponsorship on Sports Marketing, Corporate Image, Behavioral Intention, and Customer Satisfaction—A Case Study on Road Race." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ja8ez8.

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碩士 聖約翰科技大學 企業管理系碩士班 104 In recent years, people have gradually became emphasizing more in keeping healthy conditions, which has led to a new trend in exercising sports. From the popularity of massive road race sports held across the globe, this new trend shows modern people’s pursuit of self-actualization goal. This study focuses on corporates sponsored road race events and examines the effects of sports marketing sponsorship on corporate images, behavioral intention, and customer satisfaction. This study uses quantitative research approachaiming at participants attended road race before for an on-line questionnaire survey for data collection. A total of 500 questionnaires were distributedto participants who had experience of attending any road race event, and 431 questionnaires were returned, with a return rate of 86%.Among them, 389 were valid, accounted for 90.26%.The collected data was analyzed and hypotheses were tested using SPSS statistical packaged software, version 14.0. Descriptive, t-test, One-way ANOVA, and regression analyses were conducted to examine the relationships between corporate sponsorship, corporate image, behavioral intention, and customer satisfaction. The results indicated that the participates who are male, unmarried, below age of 30, living in northern area, with colleage background, students, and income of less than NT$20,000 per month, were more likely to be the major participants of road race events. Corporates that interested in such sponsorship should focus on such participants as their target markets. Comparing to male participants, female participants had significantly higher levels of agreement on corporate image and customer satisfaction toward corporates sponsoring such events. Participants at ages below 30 had significantly higher levels of agreement on corporate image than those at ages between 30 and 40. Students had significantly higher levels of agreement on corporate sponsorship than employees from manufacturing or other industries. Participants with monthly income below NT$20,000 and between NT$20,001 and NT$40,000 had significantly higher levels of agreement on customer satisfaction than those incomes at over NT$40,001. Corporate sponsorship positively affected corporate image; corporate image positively affected behavorial intention and customer satisfaction; customer satisfaction positively affected behavorial intention. Conclusions and suggestions of this study will be used to provide suggestions for corporates’ sport sponsorship and assist corporates to improve their sports marketing effects.

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Wang, Allen, and 王志仁. "Analysis of corporate sponsorship benefits in sports events:a case study of 2006 Amway WPA women 9-Ball championship." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/32357530582905097024.

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