Significance of purposeful sponsorship in sport events
The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyväskylä University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Sport sponsorship research is very important in efforts to discover how this type of marketing effort is formulated, implemented, measured and evaluated. It is important for the event organisers to acknowledge the needs and wants of the sponsor as well as the sponsor to have a purposeful and successful sponsorship. In many cases the sponsors do not disclose the ways of how they measure their efforts, but thorough their expectations it is possible to adjust the campaigns to better meet their goals. The primary objective of this thesis was to examine why organisations invest in Neste Rally Finland, what they expect to achieve through their investment and how they measure those expected sponsorship objectives in Neste Rally Finland 2018. The secondary objective was to examine if, based on the results, there were any recommendations to be made for futures development of the sponsorship relationship. A mixed research method was implemented to be able to compile a more in- depth understanding of the expectations and objectives behind the corporations sponsoring Neste Rally Finland. The data for this research was gathered through a questionnaire sent to all the sponsors. The questionnaire was conducted pre- event and the total number of questionnaires sent back answered was ten. Using discretional sampling (researcher´s discretion), the ten organisations were all chosen as the sample population of this research. The key findings of this study suggest that Neste Rally Finland is an attractive sport event regarding sponsorship opportunities. It has the ability to retain acquired sponsorships, in many cases for eight or more years. The research uncovered that most significant factors driving sponsorships were national and international visibility as well as brand association to a an international event. It is also evident that measuring and evaluating the effects of sponsorship campaigns is not a priority for all sponsors. Sponsorship as a marketing tool rather than the other more traditional ways, perhaps does not yet have the maturity and professionalism as it should in the Finnish market. This, as in literature as well as the business environment, is clearly changing for the better. ...
MetadataShow full item record
- Pro gradu -tutkielmat 
Showing items with similar title or keywords.
Expectations, objectives and use of digital marketing in Finnish ice hockey sponsorship - Case Liiga Oy Rapola, Juha (2019)Sponsorointi on elintärkeä tulonlähde useimmille urheiluorganisaatioille. Sponsorointi on siirtynyt jatkuvasti enemmän kohti yhteistyösuhdetta, jossa sponsoroinnin arvo luodaan yhteistyönä. Sponsorointitulojen takaamiseksi myös ...
Salmijärvi, Salla (2016)Salmijärvi, S. 2016. Taitoluistelu mahdollisena sponsoroinnin kohteena. Liikuntakasvatuksen laitos, Jyväskylän yliopisto, liikunnan yhteiskuntatieteiden pro gradu -tutkielma, 115 s., 1 liite. Tutkielmassa tarkasteltiin ...
Korkka, Ville (2010)This thesis deals with sponsorship marketing development in sport in Finnish marketplace and aims to study how sponsoring companies perceive the current situation of the sponsorship marketing, and the main issues sponsored ...
Iserhienrhien, Agbonlaho (2013)Sports sponsorship is an umbilical cord that ensures supply of essential resources for sports to ensure its sustenance and development. Corporate sponsors provide the greatest resources in sponsorships. Sponsorship is a ...
Hakala, Antti (2015)Companies are increasingly valued beyond their capability to maximize profits. Responsibility is one of the core issues in companies’ strategies nowadays. Meanwhile sport and health professionals are facing challenges: ...