Sport sponsorship in Sweden : case studies describing how two Swedish companies decide upon sport sponsorship proposals

The purpose of this thesis is to gain a deeper understanding of how Swedish companies decide upon sport sponsorship proposals. We have explored, described and started to explain the objec-tives with sport sponsorship, depict the design of the sport sponsorship selection process, and determine how the effectiveness of sport sponsorship is assessed. Furthermore, case-studies have been conducted on two Swedish companies in order to reach the stated purpose. Our findings show that the main objectives with sport sponsorship are corporate related, together with generating visibility for the companies. As for the design of the sport sponsorship selection process, companies' selection criteria are inconsistent among themselves, they also follow a systematic process of various numbers of phases, and the buying center consists of five roles. Finally, companies sometimes utilize specific measuring methods in order to assess the effectiveness of sport sponsorship, at times, steps in the sport sponsorship evaluation process can be discerned.Validerat; 20101217 (root