University of Twente Student Theses


Relationship Marketing in Sports – Retention of Sponsors

Vries, Rutger de (2013) Relationship Marketing in Sports – Retention of Sponsors.

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Abstract:Problem: Sponsorship is an important source of revenue for professional sporting organisations. Indeed, professional sports would not be possible without the money generated from Sponsorship deals these days. For Heracles Almelo it is important to retain their existing Sponsors. In such way, to decrease the change an existing sponsor will reject the Sponsorship at Heracles Almelo for the future. Purpose: The purpose of this study is to identify different sponsors based on their level of loyalty towards Heracles Almelo. For the management of Heracles Almelo this report is an advice and provides an overview of the positions of existing sponsors based on their loyalty level. Methodology: The Methodology that has been used for this study are depth-interviews. This study is based on qualitative measurement. A model was used by Alrubaiee, L. & Al-Naer, N. (2010) for testing the theoretical framework that was necessary to identify the level of loyalty among Sponsors of Heracles Almelo. Besides this model that has been used to test the theoretical framework, several factors were added in order to identify the sponsors loyalty and demographic variables. Fifteen sponsors of Heracles Almelo were approached for a depth interview. Finally, ten depth interviews were organized with the sponsors and took place at Heracles Almelo or at the office of the sponsor. Conclusion: Recommendations have emerged in the in-depth interviews with Sponsors of Heracles Almelo to improve their relationship with Heracles Almelo. A side from that key-concepts are discussed where the focus of Heracles Almelo should be in order to retain a good relationship with their sponsors. . This thesis provides descriptive evidence of the relationship marketing orientation on customer; sponsorship loyalty. There are several concepts in sports management that can identify the level of loyalty from a sponsor towards Heracles Almelo and in general professional sporting organisations. Relationship Marketing is one of the key strategic issues for the managers of Heracles Almelo for establishing and maintaining long-term relationships with their sponsors.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
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