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Value Creation in Strategic Partnerships in the Sports Sponsorship Industry: A study of how sport organizations work to create and maintain value for themselves and their partners in sponsorship alliances
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background – The sports industry is one of the world’s largest and fastest growing business sectors.For its financing, sponsorship has come to play an increasingly important role. Sports sponsorship tend to stand for significant proportions of companies’ marketing budgets, and its outcomes are wellresearched. However, little research has previously been conducted from the perspective of sport organizations.

Purpose – The purpose of this paper is to investigate how sport organizations work towards creating and maintaining value for themselves and their partners in strategic sponsorship alliances, and the underlying reasons for these actions. Researchers will study Swedish and Canadian sport organizations, representing different cultures, motives and business models, to better understand factors influencing the reasoning behind currently used partnership strategies.

Method – The thesis is designed as multiple case studies of sport organizations. Empirical data was collected through semi-structured interviews with representatives from selected sports organization.

Findings – The analysis of empirical findings suggest value is created through various ways including; knowledge sharing, business opportunities, relationship building, exposure, personal need satisfaction and goodwill among others. Differences in how sports is perceived in different markets have been found to influence motives aims of corporations and sport organizations.

Key words – Value creation, strategic sports sponsorship alliances

Place, publisher, year, edition, pages
2018. , p. 57
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39837ISRN: JU-IHH-FÖA-1-20180575OAI: oai:DiVA.org:hj-39837DiVA, id: diva2:1213725
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-05 Last updated: 2018-06-15Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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