Improving sponsorship sales for Jukurit HC Oy
Välisaari, Eelis (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052513336
https://urn.fi/URN:NBN:fi:amk-2020052513336
Tiivistelmä
The objective of this thesis is to find out what sponsors are looking for in the sponsorship with Jukurit and how they are measuring the results of the sponsorship. The purpose of this study is to provide Jukurit with suggestions on how the sponsorship communication can be improved in order to increase the satisfaction of the current sponsors as well as enhance the sponsor acquisition process for new sponsors.
Jukurit is an ice hockey team that competes in Liiga, the top ice hockey level in Finland. By player budget and turnover, it is the smallest team in Liiga which has encouraged the organization to seek further growth in the sponsorship sales. In order to do so, the current sponsorship deals need to be studied in order to gain an insight of the sponsoring companies’ motives and objectives so that the sponsorship sales process could be made more efficient.
This thesis was carried out as a case study. The concepts relevant for the study were researched and explained in the theoretical part. For the empirical part of the study, qualitative research approach was used and current sponsors of Jukurit were interviewed. The interviews were analyzed, and suggestions were made based on the findings. The companies that were interviewed are not disclosed by names due to sponsorship deals being confidential in nature.
There were several notable findings done from the interviews. Overall, thus far the sponsors have in general been satisfied with their sponsorship with Jukurit but also, concerning issues were found. Many of the sponsors have had trouble setting clear objectives for the sponsorship and as a result of that, it has been very difficult to measure the results of the sponsorship. On the other hand, the communication between Jukurit and the sponsors has not been sufficient enough resulting in problems concerning the suitable contents for the sponsorships. It was brought up by several sponsors, that their main motive for sponsoring Jukurit is the desire to support a local sports team. In case Jukurit cannot provide the sponsors with tangible results from the sponsorship, the likeliness of the sponsorship relationship falling through is relatively higher that it would be if the sponsors gained satisfactory commercial results.
In order to increase the sponsorship sales, Jukurit needs to improve proving tools to measuring results so that the objectives set for the sponsorship are matched.
Jukurit is an ice hockey team that competes in Liiga, the top ice hockey level in Finland. By player budget and turnover, it is the smallest team in Liiga which has encouraged the organization to seek further growth in the sponsorship sales. In order to do so, the current sponsorship deals need to be studied in order to gain an insight of the sponsoring companies’ motives and objectives so that the sponsorship sales process could be made more efficient.
This thesis was carried out as a case study. The concepts relevant for the study were researched and explained in the theoretical part. For the empirical part of the study, qualitative research approach was used and current sponsors of Jukurit were interviewed. The interviews were analyzed, and suggestions were made based on the findings. The companies that were interviewed are not disclosed by names due to sponsorship deals being confidential in nature.
There were several notable findings done from the interviews. Overall, thus far the sponsors have in general been satisfied with their sponsorship with Jukurit but also, concerning issues were found. Many of the sponsors have had trouble setting clear objectives for the sponsorship and as a result of that, it has been very difficult to measure the results of the sponsorship. On the other hand, the communication between Jukurit and the sponsors has not been sufficient enough resulting in problems concerning the suitable contents for the sponsorships. It was brought up by several sponsors, that their main motive for sponsoring Jukurit is the desire to support a local sports team. In case Jukurit cannot provide the sponsors with tangible results from the sponsorship, the likeliness of the sponsorship relationship falling through is relatively higher that it would be if the sponsors gained satisfactory commercial results.
In order to increase the sponsorship sales, Jukurit needs to improve proving tools to measuring results so that the objectives set for the sponsorship are matched.