Commercial Sponsorships as Source of Competitive Advantage: From the Perspective of a Non-profit Organisation

Mathias Nylev Vestergaard

Student thesis: Master thesis

Abstract

Sponsorship has become a highly prominent element of today’s marketing communication in which firms seeks out to gain strategic benefits in return for a sponsorship investment. Likewise, an increased attention has been towards sponsorship in non-profit organisations as a mean to obtain strategic value. The development has caused increased demands to non-profit sport properties who shall demonstrate the strategic value their organisation may be able to provide. Yet, scholars have tended to overlook the role of the sport property in the sponsorship relation which has caused this area to be under-researched. Thus, this thesis takes the stance of the non-profit sport property, DGI, and aims to explore how a sponsorship may be perceived a strategic resource that holds the potential to become a source of competitive advantage for the sponsor.
The study was conducted as a deductive single case study with an interpretivism stance to the subject. Selected representatives from both DGI and their partners were interviewed during the research process in order to collect insights and personal perceptions of the subject.
Two conceptual perspectives of sources of competitive advantage, the Resource Based View and Relational View, constituted the theoretical framework of the study. The findings indicated that DGI holds a unique set of resources and capabilities which collectively constitutes the sponsorship as a strategic resource. In addition, the findings indicated that close collaboration between the parties involved becomes value enhancing drivers of the sponsorship relation. Concludingly, the study provides a discussion on the empirical findings in relation to the theoretical framework and suggests a set of managerial implications for other sport managers. The study is limited by its single case study and lack of empirical data. Hence, the findings should be validated in future studies. Finally, due to the lack of previous focus on the topic, directions for future research is proposed to expand the field of knowledge.

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages108
SupervisorsSven Junghagen