Sport sponsorship: a company resource: a qualitative case study of the Norwegian sponsors of the FIS Nordic World Ski Championships in Oslo 2011
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The objective of the study was to investigate in what ways the FIS Nordic World Ski Championships in Oslo 2011 could function as a resource for major and minor Norwegian sponsors. Sponsors from all the four sponsorship levels (presenting sponsor, official sponsors, national sponsors and official suppliers) were part of the study. First, the sponsors` motivations and background for entering the sponsorship was investigated. Results indicate few differences between the motivation and background for the major and the minor sponsors to enter the sponsorship. Nevertheless, there were differences between the experienced and the inexperienced sponsors. Few sponsors in this study sponsored out of philanthropic reasons, i.e. the sponsors used the sponsorship as part of a strategic plan to reach external and internal objectives. Regarding sponsorship objectives, little association was found between sponsorship level and what the sponsors sought to achieve through the sponsorship. Most striking was the strong focus towards using the FIS Nordic World Ski Championships Oslo 2011 to reach internal objectives. All the sponsors interviewed in the study wanted to improve employee satisfaction. Some also wished to use the sponsorship to change or set focus on values, culture and attitudes among employees, and coordinating different departments and locations. Regarding external objectives, awareness, image, and bonding with partners and consumers were the most important objectives for the sponsors. The sponsors in the study activated their sponsorships in different ways in order to reach these objectives. These activation methods are presented, and best practises for major and minor sponsors have been highlighted. Regarding evaluation, most of the sponsors did plan to conduct an evaluation of their sponsorship. At the same time, none of the sponsors would measure the total effects of their sponsorship. More evaluation and specific measures of sponsorship effects are recommended as it gives potential sponsors more knowledge of what they can get in return by using a sponsorship of a one-time event as a resource.
Masteroppgave - Norges idrettshøgskole, 2011