Sport sponsorship: case study of Audi

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The aim of this thesis is to gain a deeper understanding of how a company use sponsorship of sporting teams as a strategic tool in its marketing program. In order to fulfil this purpose the research explores, describes and tries to explain a company's objectives with sport sponsorship, the selection of sponsorship objects and finally a company's evaluation of sponsorship activities. A case study of a company in the automobile industry is conducted where the aspects of their sponsorship of the Swedish alpine skiing team are studied. Several objectives with sport sponsorship can be identified. Furthermore, the study shows that companies go through a certain selection process in order to find a sponsorship that can convey their message. The research also revealed the useage of different evaluation methods when measuring sport sponsorship results. Finally, the research presents our conclusions and i...