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Sponsorships in the highest Dutch Football League : an exploratory study of the motives/goals of sponsors in the highest Dutch professional football league and the degree of their involvement

Dogan, Marcus (2015) Sponsorships in the highest Dutch Football League : an exploratory study of the motives/goals of sponsors in the highest Dutch professional football league and the degree of their involvement.

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Abstract:The last few years the football industry is struggling with professional football clubs which are in financial distress. For that reason, it is important to know in which area revenues of professional football clubs could be improved. In the selection of the topic for this study took into account an essential source of income of professional football clubs, namely sponsorship. This study investigated motives that sponsors have to sponsor a professional football organization, based on the literature and the data obtained from the field. This is done to find out why most organizations want to become a sponsor of a professional football organization. Due to responding better on customer’s demand sponsor income should increase. Also there is examined what the clubs, participatin in this study, can offer their potential and current sponsors to achieve their sponsorship goals. Empirically research has shown that participating sponsors usually have brand recognition as main motive in sponsoring a football club. This is in line with the literature. Additionally, customer relationship management and networking are also mentioned several times by particapating clubs as important motive entering into a sponsorship. This study also measured the level of involvement of sponsors in the sponsorship policy of clubs and to what extent clubs and sponsors encourage this involvement. This study has revealed that all participating clubs will encourage more involvement. It is also found that sponsors who are very satisfied with the current sponsor collaboration also the sponsors are which are currently much involved in the sponsorship policy of clubs. Conversely the sponsors who are satisfied to a lesser extent compared with the very satisfied sponsors are less currently involved.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/67754
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