Corporate sponsorship for non-profit art organisations in Finland : criterion of success
Vernigorova, Julia (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020122830000
https://urn.fi/URN:NBN:fi:amk-2020122830000
Tiivistelmä
Nowadays art sponsorship is the intensively developing, complex and potentially huge sphere of relations between art organisations and corporate business. The central bodies in any sponsorship relations are the sponsor and the sponsee. The corporate business already increased the financial investments in art sponsorship; thus, they require exact outcome, such as brand awareness, consumer loyalty and evaluation of results and grow.
The main objective of the study was to explore potential sponsor’s motivation, main criteria of choice and object of interest before and in the process of sponsoring. The study was commissioned by Black and White Theatre Festival (Mustan ja Valkoisen Teatterifestivaali). Annual festival, taking place in Imatra, Finland.
This thesis work begins with a review of the different types of definitions of the term sponsorship, objectives of the participants, stakeholders, and construction of general framework. It discusses the variety of perspectives and objectives in the mainstream sponsorship literature. Secondly, it is proposed a framework for categorising sponsorship motives of effective sponsorship relations.
The empirical part aims to determine the important criterion of success and potential of exactly case company to increase sponsorship financing. Case study was chosen as qualitative research method. And the data for this study was collected by interviewing responsible people from 3 potential corporate sponsors.
The main criterion of success in getting sponsorship relations were identified and checked in practice. The main difficulties and opportunities were identified for the case company for entering the corporate sponsorship relations. Significant gap was identified among big corporate companies and small and medium-sized companies in awareness and usage of sponsorship as effective marketing and relational tool. Thus, further research is necessary.
The main objective of the study was to explore potential sponsor’s motivation, main criteria of choice and object of interest before and in the process of sponsoring. The study was commissioned by Black and White Theatre Festival (Mustan ja Valkoisen Teatterifestivaali). Annual festival, taking place in Imatra, Finland.
This thesis work begins with a review of the different types of definitions of the term sponsorship, objectives of the participants, stakeholders, and construction of general framework. It discusses the variety of perspectives and objectives in the mainstream sponsorship literature. Secondly, it is proposed a framework for categorising sponsorship motives of effective sponsorship relations.
The empirical part aims to determine the important criterion of success and potential of exactly case company to increase sponsorship financing. Case study was chosen as qualitative research method. And the data for this study was collected by interviewing responsible people from 3 potential corporate sponsors.
The main criterion of success in getting sponsorship relations were identified and checked in practice. The main difficulties and opportunities were identified for the case company for entering the corporate sponsorship relations. Significant gap was identified among big corporate companies and small and medium-sized companies in awareness and usage of sponsorship as effective marketing and relational tool. Thus, further research is necessary.