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Messi vs Martens: researching the landscape of sport sponsoring : do company sponsoring motives differ for sponsoring FC Twente men or FC Twente women?

Roetgering, Maud (2020) Messi vs Martens: researching the landscape of sport sponsoring : do company sponsoring motives differ for sponsoring FC Twente men or FC Twente women?

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Abstract:Description of objectives: For FC Twente Men, it is quite “easy” to find sponsors. In contrast to FC Twente women, who find it difficult to attract sponsors. The central research question of this thesis is therefore: What are the motives of firm’s regarding sponsorship, and do firm’s motives differ in sponsoring men soccer or women soccer at FC Twente? Description of methods: A (quantitative) Q-Sort methodology sorting task was conducted online, in combination with a follow-up interview (qualitative). Thirty respondents were purposively selected for the Q-sort. Five out of the original thirty respondents were randomly selected for the follow-up interview. Description of results: Company sponsoring motives for FC Twente men and FC Twente women differ. Motives for FC Twente men were more opportunistic and economically oriented whereas motives to sponsor FC Twente women were more altruistic and emotionally oriented. Description of conclusions: More specifically sponsoring motives for FC Twente men are more related to Market and Bond categories, whereas company sponsoring motives for FC Twente women are more related to the society category of the Sponsor Motive Matrix. Description of practical implications: FC Twente should bear in mind the unique and different values and aspects FC Twente women has in comparison with FC Twente men. In addition, FC Twente women has a completely different audience then FC Twente men. Values such as; collectivism, easy accessible and being more united are typical for FC Twente women. To eventually gain more sponsors for FC Twente women, FC Twente should emphasize those specific and unique values more and take them into account when “designing: sponsor deals.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:76 recreation, leisure
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81643
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