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The Meaning of Sponsoring

A study on the motives behind sponsoring a sports team and the following effects on brand awareness

Written by S. Roshandel, F. Skovshoved

Paper category

Bachelor Thesis


Sport and Nutrition




Thesis: Definition of Sponsorship The sponsorship agreement on Usain Bolt and Vodafone is easy to read, has nothing to do with the statistics of the transaction, just read the numbers, and has nothing to do with the extensive research and plans that must be considered before to structure such deals. The concept of sponsorship can be seen as something obvious and does not require more discussion and analysis. However, the researchers did not agree on definitions; these definitions were widely disseminated among different authors, and they all made their own definitions of the field. Therefore, we believe that the definition of sponsorship needs to be clarified as a basis for guiding our theoretical framework. (Promoters) individuals or organizations (rights owners) in exchange for a set of rights that can be used for communication activities to achieve commercial interests" (Masterman, 2007, p. 30). As mentioned in the introduction, sponsorship is not a New phenomenon and used differently over time. Charity sponsorship and commercial sponsorship are two types of sponsorship. Calderon-Martinez, Mas-Ruiz and Nicolau-Gonzalbez (2005) define charitable sponsorship as improving in the context of the community A tool for corporate image and social recognition. Commercial sponsorship is defined as something used to achieve business goals, such as increasing visibility or sales. Masterman (2007) believes that unless an organization makes an anonymous donation, it will receive some kind of direct or indirect Business income (sales, brand awareness, recognition and goodwill). Therefore, only the mutually beneficial two-dimensional cooperation between the sponsor and the sponsored sponsor should be considered as a sponsor. The sponsorship can be made by anyone who can obtain commercial benefits Composition; individuals, organizations and institutions from sponsorship; activities, individuals, organizations, authorities, buildings, etc. and the benefits that can be included; funds (sponsorship fees), equipment, resources (medical, legal, public utilities, accommodation, etc.) Various types of transactions have been made to meet the needs of the parties involved, but there is one common element, which is the mutual benefit of sponsorship. By using their status, reputation and star athletes and teams, they can get what they have from the sponsor." Rights" to request resources. These "rights" are things the sponsor intends to use to be affiliated with the sponsor’s efforts. Authorized sponsors have the right to use the team name in their business marketing. 2.2 The role of sponsorship in strategic marketing Our purpose is to investigate the concept of sponsorship and the motivation behind it; as to why it should be regarded as a strategic marketing tool. Therefore, we need to discuss and explain why we are, because many other researchers believe that sponsorship is best seen as part of an organization's marketing strategy, rather than independent "fun" things they support with money from time to time. Vignali (1997) and Roy and Cornwell (2003) pointed out that although sponsorship is the fastest-growing marketing tool, and if properly managed, the benefits may be many; there is still not much research on how to strategically implement sports sponsorship as part of an organization. Sports sponsorship strategy most of the time is the “intuition” of some people. They believe that becoming a sponsor will get some benefits, but they don’t really know how much money to invest, what benefits they will get, and how sponsorship will affect the organization (Vignali, 1997). ). Vignali (1997) further pointed out that sponsorship should be handled on a more strategic level, to evaluate sponsorship agreements, to set goals, motivations and benefits and to measure them. Grönkvist (1999) further promoted this view of sponsorship. He pointed out that sports sponsorship should be seen as a long-term strategic approach, rather than as an independent marketing tool to promote sales in a relatively short period of time. Therefore, sports sponsorship is considered by Grönkvist (1999) to have a more strategic and long-term role as a way to generate sales for a longer period of time in the future. The sponsor's role then becomes to find sports teams and events that can be merged and aligned with the organization's other company strategies. Therefore, we believe that since sponsorship is one of the fastest-growing marketing tools, it attracts more and more funds (Appendix 1), more effort and influences people’s perception of the organization, so sponsorship needs to be considered Marketing tools that should be evaluated before implementation are critical. Therefore, due to its complexity, it should be considered as a strategic marketing tool and should be incorporated into the organization as part of its long-term strategy. The following statement further supports that the role of sponsorship has changed from a more charitable type to an important strategic marketing tool: "Today's sponsorship is a very good part of the company's marketing strategy. It is no longer a problem charity, but a kind of charity. Give and receive to benefit both parties” (Jiffer & Roos, 1999, p. 63). Read Less