Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. Furthermore, previous literature has highlighted the importance of implementing clear objectives into the overall strategic marketing plan to respond to difficulties in tracing and evaluating sponsorship. The lack of existing literature on individual sponsorship and the need for clear objectives raises questions about managerial motivations behind the implementation of sponsorship. Purpose: The purpose of this study is to investigate the underlying managerial motivations behind the implementation of individual sponsorship in outdoor recreation businesses in Sweden. In doing so, this study aims to reduce existing literature gaps within sponsorship. Method: A qualitative collective case study with an abductive approach was conducted utilizing semi- structured interviews with 5 relevant participants who are working in outdoor recreation brands within the Swedish market. Conclusion: Findings of this study revealed that building credibility through the use of individual sponsorship was found to be a highly desired outcome, and strong motivation behind implementation. By transferring meaning, such as credibility, from well known and2 trusted athletes to the brand through associations, the brand in question wished to achieve increased strength of communicated brand messages. The development and strengthening of the brand community was identified as another key motivation behind individual sponsorship. Through the use of individual athletes' mix of properties such as performance, social ability, and own network was believed to strengthen brand community. Another finding was the motivation to achieve brand awareness-through high media exposure using leveraging as a tool. Lastly, the research found that except for implementing sponsored athletes in the marketing activities, utilizing the athletes in the product development process was the motivation behind implementation of individual sponsorship