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Expectations, objectives and use of digital marketing in Finnish ice hockey sponsorship - Case Liiga Oy

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Authors
Rapola, Juha
Date
2019
Discipline
MarkkinointiMarketingLiikunnan yhteiskuntatieteetSocial Sciences of Sport
Copyright
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.

 
Sponsorointi on elintärkeä tulonlähde useimmille urheiluorganisaatioille. Sponsorointi on siirtynyt jatkuvasti enemmän kohti yhteistyösuhdetta, jossa sponsoroinnin arvo luodaan yhteistyönä. Sponsorointitulojen takaamiseksi myös tulevaisuudessa, urheiluorganisaatioiden täytyy kehittää ja uusia tapoja sponsoroinnin arvon kasvattamiseksi. Teknologian ja digitaalisen median kehitys tarjoaa sponsoreille ja sponsoroiduille organisaatioille jatkuvasti uusia mahdollisuuksia sponsoroinnin hyödyntämiseksi. Sponsoroinnin tehokas hyödyntäminen vaatii sponsoreilta tarkkaan suunniteltuja tavoitteita sekä ymmärrystä digitaalisen median kanavista. Tämän tutkimuksen tarkoituksena oli tuottaa tietoa, jota voidaan hyödyntää sponsoroinnin kehittämiseksi ja auttaa urheiluorganisaatioita kasvattamaan sponsoroinnin arvoa. Tästä syystä tutkimuksessa selvitettiin sponsoreiden sponsoroinnille asettamia odotuksia ja tavoitteita. Lisäksi tutkimuksen avulla pyrittiin tuottamaan tietoa sponsoreiden näkemyksistä digitaalisen median mahdollisuuksista sponsoroinnille sekä tämänhetkisiä digitaalisen median hyödyntämisen tapoja sponsoroinnissa. Tutkimuksen tulokset perustuvat kuuteen Liiga Oy:n sponsoreille toteutettuun haastatteluun. Tulokset osoittivat, että sponsoreiden odotukset ja tavoitteet olivat yleisesti melko pinnallisella tasolla ja sponsoroinnin päätavoitteena pidettiin yrityksen näkyvyyden lisäämistä. Kaikki sponsorit pitivät digitaalista mediaa ja digitaalisen markkinoinnin mahdollisuuksia erittäin tärkeinä, mutta digitaalisen median hyödyntämisen edistyneisyys vaihteli yritysten välillä huomattavasti. Resurssien puutos koettiin useissa yrityksissä suurimmaksi haasteeksi sponsoroinnille. Tulevaisuudessa sponsoroidut organisaatiot voisivat pyrkiä informoimaan sponsoreita erilaisista hyödyntämismahdollisuuksista. Yhteiset suunnittelutapaamiset ja yhteistyö hyödyntämistoimissa voisi kasvattaa sponsoroinnin arvoa molemmille osapuolille. ...
 
Sport sponsorship is an essential source of revenue for professional sport organizations. The nature of the sponsorship relationship has shifted towards a collaborative approach where both parties are expected to provide value for the relationship. To be able to attract sponsorship investments in the future, sponsored organizations need to develop ways to provide more value to the sponsoring organizations. Technological developments and the emergence of digital media provides various new opportunities for sponsors and sponsoring companies. Effective leveraging of sponsorship requires developing specific sponsorship objectives and understanding the nature of new digital outlets. The purpose of this study was set out to provide information that would help to develop sponsorship relationships and help organizations to increase the value of the sponsorships. Thus, this research set out to explore the expectations and objectives of the sponsoring companies for their sponsorship. Additionally this study aimed to acquire information sponsors’ perceptions and utilization of digital media. The study was conducted by interviewing six sponsor companies of Liiga Oy. The results showed that the expectations and objectives of the sponsorship were relatively superficial and the main objective of sponsorship was often limited to increasing brand exposure and visibility. Sponsors perceived digital media and digital marketing opportunities as very important for sponsorship. However, the sophistication in the utilization of digital media varied significantly between organizations. The lack of human and financial resources were identified as the most significant challenges in their sponsorships. In the future, sponsored organizations could educate sponsoring companies about the possible ways to leverage the sponsorship more effectively. Joint planning sessions and increasing collaboration in leveraging activities could provide significant value for both parties in the sponsorship relationship. ...
 
Keywords
sport sponsorship sponsorointi digitaalinen markkinointi sosiaalinen media markkinointi markkinointiviestintä media urheilu sponsorship digital marketing social media marketing marketing communication sports
URI

http://urn.fi/URN:NBN:fi:jyu-201908223876

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