Communicating a sport sponsorship profile internally: a case study describing a company active in the general dealer industry

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Building a sport sponsorship profile is an important part in the marketing strategy today, as well as supporting the interest of a company by associating it with a specific activity, event, or sport team. The significance of internal communication of a company's sport sponsorship profile has increased due to the fact that in a hierarchical organization, base-level employees can be seen as company ambassadors outwards, and their knowledge of a company sport sponsorship profile is for this reason of great importance. The purpose of this bachelor's thesis was to gain a deeper understanding for how a company applies sport sponsorship to build a profile, with emphasis on how a company manages the internal communication of its profile. In order to reach the purpose, research questions focusing on how a company builds and communicates its sport sponsorship profile, and its employees' involvement in building and implementing its sport sponsorship profile have been formulated. Based on the research questions, a literature review was conducted resulting in a conceptual framework, functioning as a foundation for the data collection of this thesis. In order to collect relevant data, a qualitative case study was applied, using interviews and documentation of one company in the general dealer industry in the county of Norrbotten. The general result of this study indicates that the investigated company is not aware of all the associations deriving from a sponsored event, activity, or sport team when building its profile. Its main objectives when utilizing sport sponsorship is to create goodwill, create good community relations, gain more customers, and to be seen as a healthy and sporty company. Furthermore, our study found that the internal communication in the investigated company is lacking and needs to be ...