Sponsorstrategi for breddeidrætsklubber: Hvordan sponsorudbydere kan tiltrække og bibeholde relevante sponsorer

Henrik Lyngsø Graham Olsen

Student thesis: Master thesis


This thesis investigates how sponsorship rights holder can attract and keep sponsors. The thesis focuses on sports sponsorship in non professional sports. Three marketing theory is analysed which is sponsorship, firm buying behaviour and relationship marketing. The empirical study included interviews with six people which are working with non professional sponsorship daily. It also included a survey gathered at Østerbro Stadion (Copenhagen) in spring 2010 at a football game in the third best division. Regarding the first theory, sponsorship, were there seven motivation why organisations put marketing effort until non professional sport: (1) help the local community, (2) get business relations in local community, (3) give something back to the community, (4) increase image/goodwill, (5) employees involvement in a given club, (6) worries about a club and (7) increase sales. The next theory firm buying behaviour, have I looked at the Buy Grid model. It shows how firms in different stages act when they are buying objectives. I looked at two firms in to different stages and analysed what they did and which stages they went through. It looks like firms that have experience with sponsorships are following the Buy Grid model. Firms with no experience are not following the model continuous and are only using some of the stages. The last theory is Relationship Marketing. Here I investigate how sponsorship rights holders should get and keep sponsors in the long run. First they should try strategic to contact sponsors who gain most value for the members of the club and second who gives most value for the other sponsors of the club. In my analysis it looks like B93 (Danish football club) isn’t using RM. The only criterion they have are which company that would put the most money in the club. My recommendations are to implement the following five elements: (1) Find businesses strategic who gain most value to members. (2) Choose the company in the business that has the best sponsor fit. (3) Make sure that the sponsors goals a measureable. (4) Measure, maybe together with sponsor, the goals. (5) Tell that a sponsorship should be activated.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2011
Number of pages163