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.
2013. , p. 44