Sponsring av idrott: en empirisk studie om interaktionen mellan företag och elitidrott ur ett företagsperspektiv

Nedanstående innehåll är skapat av Mimers Brunns besökare. Kommentera arbete

The purpose of this thesis is to gain a deeper understanding of Swedish companies' use of corporate sponsorships as a tool for communication. The research describes motives and goals of corporate sponsorships, the selecting process and methods used in evaluating its effects. The empirical data has been colleted through interviews with two companies sponsoring athletics at a top level in Sweden. The study shows that the principal objectives and motives companies have with sponsorships are related to brand exposure, image improvement and relationships. Companies also have well defined criterias the objects have to fulfil. Furthermore, it is important for the company that the co-operation creates positive associations between the brand and the object. Finally, companies also utilize specific measuring methods in order to assess the effectiveness of corporate sponsorship. Companies evaluate the amount of media exposure,...