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Sponsring av elitidrottsföreningar: En jämförelse mellan dam- och herridrottsföreningar
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sponsorship of elite sports associations : A comparison between women's and men's sports associations (English)
Abstract [sv]

Bakgrund: Idrotten blir allt mer kommersialiserad och företagen söker sig till idrottsföreningar med ett kommersiellt syfte i beaktande. Företagens sponsring av idrottsföreningar ökar men likaså skillnaderna mellan kvinnliga och manliga idrottsföreningar. Fördelningen av resurserna är snedfördelade och medför eventuella problem hos de svenska kvinnliga idrottsföreningar som huserar på elitnivå. Företagens sponsring samt andra aktörer såsom media och lagstiftande organ behöver leda in idrotten i en mer jämställd riktning med tanke på de resurser och den makt dessa aktörer förfogar över.

Syfte: Denna studie syftar att beskriva vilka motiv företag har med sin sponsring av dam- och herridrottsföreningar.

Metod: Den forskningsdesign som användes utgick ifrån den enskilde respondentens svar med vissa undantag. Dessa undantag bestod av förbindelser mellan företag och idrottsföreningar som ingick i vår studie. En kvalitativ metod med intervjuer användes som angreppssätt.

Slutsats: Vi ser att företagens vilja att sponsra damidrottsföreningar primärt beror på åtaganden som är CSR-baserade. Socialt ansvar är otvivelaktigt den viktigaste faktorn i ett samarbete mellan företag och damidrottsförening. Medial exponering som anses vara en bidragande orsak till företagens intresse av att sponsra idrotten visade sig vara av sekundär art, likt som det kommersiella syftet inom damidrott.

Abstract [en]

Background: Sport is becoming increasingly commercialized and the companies are looking for sports associations with a commercial purpose in mind. Corporate sponsorship of sports associations is increasing, but also the differences between female and male sports associations. The distribution of the resources is obliquely distributed and entails possible problems with the Swedish female sports associations that are at the elite level. Corporate sponsorship, as well as other actors such as the media and legislative bodies, need to lead sport in a more equitable direction, given the resources and power available to them.

Purpose: This study aims to describe which motives companies have with their sponsorship of women's and men's sports associations.

Method: The research design used was based on the individual respondent's response with some exceptions. These exemptions consisted of relations between companies and sports associations that were part of our study. A qualitative method with interviews was used as an approach

Findings: We see that the companies' willingness to sponsor women's sports associations depends primarily on commitments that are CSR-based. Social responsibility is undoubtedly the most important factor in cooperation between companies and women's sports associations. Medial exposure, which is considered a contributing factor to the companies' interest in sponsoring sport, proved to be secondary, similar to the commercial purpose of women's sports.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Sponsorship, CSR, Sport Association, Corporate
Keywords [sv]
Sponsring, CSR, Idrottsförening, Företag
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-30296OAI: oai:DiVA.org:du-30296DiVA, id: diva2:1327252
Available from: 2019-06-19 Created: 2019-06-19

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
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  • nn-NB
  • sv-SE
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Output format
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