Abstract
This thesis is about the cooperation between Linköpings Hockey Club (LHC) and Linköpings
Fotboll Club (LFC), which is a combination between male and female sports, ice-hockey and
soccer. It is a unique cooperation with mutual management and a mutual brand. The purpose
of this thesis is to gain a deeper understanding in the mutual brand and identify the values that
can occur in the cooperation between LHC and LFC in sponsorship. This will be examined in
two different perspectives, the present sponsors and some larger companies in the sponsorship
field. The purpose of examine the larger companies that not are in cooperation with LHC/LFC
at the moment, is to find out their thoughts about a combination like the one that LHC/LFC
have got. The empirical data has been collected through interviews with nine different
companies. The questions for the interviews are based upon relevant theories about
sponsorship, brands and values. The study shows that the most companies understand and can
observe that there are strong values, especially in the combination of male and female sports.
There is a big difference between how companies use these values in their sponsorship, often
it depends on the companies’ motives.