Det sportsliga resultatets påverkan på sponsorskap : En explorativ studie om sponsorgivarens inställning till det sportsliga resultatets påverkan på sponsorskapet

Sponsorship is one of the most effective marketing strategies for corporations to communicate with their target audience as well as improving their brand. The most common sponsorship is sports related, despite this there is a lack of research regarding the on-field performance effect on sponsorship. The aim of this study is to investigate the importance of the on-field performances and their effects on the team’s sponsorships. The following marketing model and marketing theories have been used: A-ERIC Model, Brand Equity and Brand Image Transfer. All of these have previously been used in different scientific studies and has, because of this, been chosen to act as the foundation of this study. A qualitative data collecting method has been used in this study to be able to work towards the aim of it and fulfil the ambition to answer the scientific questions asked. With an interview guide as support, five semi structured interviews have been created and completed. The result of this study show that the on-field performances has an indirect effect on the sponsorships. Poor performances can result in worse exposure for the sponsorships and affect them negatively. On the other hand, the fact that sponsorgiver show their support can give them a positive effect because they appear loyal to the sport organization. It also became clear that communication had a major impact and depending on how the sport organization chooses to communicate its goals, it will determine the expectations for sponsorship. Additionally, the study has also shown that communication has a big effect on how important the on-field performances are for the sponsors. The communication between the sponsorgiver and sponsortaker, also has a big effect on how important the on-field performance is for the sponsor