Hur bedriver en förening i Damallsvenskan en funktionell organisation : En studie inom marknadsföring, sponsring och organisationsbyggnad inom OBOS Damallsvenskan

Football clubs have become more commercialized during the last decades and because of that their work with marketing and sponsorship has developed rapidly. Because of this, some football clubs, especially some women's football clubs, has had struggled with keeping up with the development. The purpose of this study is to review how women's football clubs and multi-section clubs (clubs with both women’s and men’s football teams) work with marketing, how they obtain sponsorships, and the differences, workwise, between these two types of organizations.The study is based on interviews with people from five different football clubs that play inOBOS Damallsvenskan, the top-tier division in Sweden. The interviews are focused on how the football clubs work with marketing and sponsorship but also the interviewee’s thoughts on how their organization stands out from other football clubs in OBOS Damallsvenskan.The result of the study shows that all football clubs work with the 7P marketing mix model,some clubs more than others. It also shows that all football clubs work with various ways of getting contracts with sponsors, thus all the football clubs work with sustainability to create interest from companies. Within different organizations, every woman’s football club believes that they must work harder than the multi-section clubs when it comes to gaining revenue, marketing, and reaching out to sponsors. The multi-section clubs confirm this. A difficulty within this matter is that studies have shown that football clubs develop rapidly both with marketing and sponsorship strategies, thus the geographical location must also be taken into consideration when one is trying to answer these questions accurately. A future study could include all the football clubs in OBOS Damallsvenskan or Elitettan. A study like that would answer the question more accurately since it would be based on answers from all the football clubs in the Swedens’ two top-tier divisions