Football sponsorships

• Autor(a) principal: Schoop, Frederik Bastian
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/14050
• topic: Sponsorship in sports; Football clubs; Motives for sponsorship agreements; Evaluation and measurement of sponsorships; Fans' influence on sponsorships; Marketing desportivo; Futebol; Clube desportivo; Motivação; Patrocínio; Público; Dinamarca

The purpose of this project was to investigate and analyse the Danish football sponsorship market. In doing so, existing theory was explored regarding motives associated to sponsorship in sports, criteria for sponsorship evaluation and measurement and the influence of fans regarding sponsorships. In the following phase, data were collected among sponsors, football clubs and football related external companies. The findings were analysed in order to examine how the Danish football sponsorship market relates to the explored theory. Envisioning to obtain a solid data collection, in-depth interviews were conducted with 7 persons from 6 football clubs and with 2 football related external companies and an online survey was sent to 39 companies located in Denmark (27 valid responses were obtained). The results obtained support the literature in various aspects, However, some important discrepancy is identified concerning two topics, namely: Sponsorships motives, where football clubs and football related external companies describe the importance of networking with other companies, as a key motive for driving sponsorship decisions and the limited evaluation and measurement approaches used in sponsorships, with individuals´ gut feeling being the method most commonly adopted to evaluate results. In contrast, the companies investigated disagree and state brand awareness as a key motive for the establishment of football sponsorships. Furthermore, they also point out brand awareness, internal and external feedback as the essential methods used to measure and evaluate sponsorships, despite acknowledging difficulties on implementing those criteria in their managerial practices. Finally, both targets agree on the influence of fans` support for the decision towards a sponsorship agreement, particularly concerning fans´ attendance to games. Future studies are recommended.