Strategiske overvejelser i sponsorprocessen

Lasse Glenstrup Andersen

Student thesis: Master thesis


Because of the incredible increase in sport sponsorships this type of sponsorship caught my interest. The financial crises in the past years have had the positive effect that most sport sponsorship has been thoroughly analyzed and the number of irrational sponsorships has therefore declined. The positive aspects of sport sponsorships is the ability to change the image, create loyalty, it is cheap, a positive kind of marketing, create relationships, create advantages, create knowledge and increase sales for companies. The negative aspects of sport sponsorships on the other hand are the risk of ambush marketing, the need of other marketing tools and the lack of control. In my interviews with three of the biggest sponsors in Denmark, I found out that even though these sponsorships cost around 7.5 million each, they are not completely living up to the theory in “The Wheel of Sponsorship”. The three companies are Cimber Sterling, DONG Energy and Arla Foods. The Danish airline company Cimber Sterling is the sponsor of the national handball team for men. The team receives extensive attention in January, due to either the World Championship or European Championship. Cimber Sterling took advantage of this coverage when they bought Sterling. They bought the company just before the Championship and used the championship to achieve an increased attention rate in all of Denmark immediately. The biggest flaw in this sponsorship is the target mission which only is to achieve as much attention as quick as possible. The Danish energy company DONG Energy and the Danish/Swedish dairy company Arla Foods are co-sponsors of the national football team for men. DONG Energy’s sponsorship has several well-founded activations of the sponsorship, but the company does not have the statistics of the effect of the sponsorship. Instead they are measuring factors like the image of the team. Arla Foods is besides sponsor of the national team also sponsor of DBU’s school of football. Both sponsorships target the segment “Family Denmark” which is the main target group of the company. In this summer they activated their sponsorship of the national team under World Cup 2010 to the Danish school students, example on their milk cartons but missed out to activate the sponsorship to the broader Danish population. All in all sport sponsorships are going in the right direction but are not completely effective.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2010
Number of pages101