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Motiv till Sponsring: Fallet Örebro Black Knights
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Sponsoring makes a big part of the sports industry all over the world. The majority of all

sports clubs are dependent on sponsors that contribute with resources that allow the clubs to

carry on with their daily operations. The two most popular sports in Sweden are soccer and

ice hockey. A big part of all sponsoring incomes flow through these two sports, but incomes

through sponsoring are also important for the less exposed sports in the country. In Sweden,

American football is one of those sports. The purpose of this study is to examine Örebro

Black Knights and the value that their sponsorship deals bring to the club and the sponsors,

and what the motives are for sponsoring the club.

The methodology that has been used in this study is qualitative. The gathering of data has

been implemented through personal interviews and e-surveys.

The results show that Örebro Black Knights’ motives to attract sponsors are mostly economic,

but the possibilities to create contacts with the corporate world and the practical use that

certain sponsors give are also beneficial factors. The top motive for the sponsors is being able

to support local sports and youth sports. Besides that some sponsors motives are marketing of

their own brand, employer branding and/or personal relationships to the club. The sponsors

value for sponsoring Örebro Black Knights differ, but for example being connected to local

sports and the clubs specific values, employer satisfaction and being able to support the club

that you have a personal relation to are factors that the sponsors value.

Place, publisher, year, edition, pages
2013. , p. 44
Keywords [en]
American football, brand, value, marketing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:oru:diva-29918ISRN: ORU-HHS/FEK-GK-2013/0053--SEOAI: oai:DiVA.org:oru-29918DiVA, id: diva2:634851
Subject / course
Företagsekonomi
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-08-20 Created: 2013-07-01 Last updated: 2017-10-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf