Sponsorship Development Plan for Porvoon Salibandyseura's Women's Team
Takala, Erna; Pietilä, Päivi (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201203123250
https://urn.fi/URN:NBN:fi:amk-201203123250
Tiivistelmä
This research was conducted as a comission for Porvoon Salibandyseura’s Women’s Team (PSS.) The aim was to find ways to improve their sponsorship situation, as due to the overall financial difficulties it is challenging to fund the operation. The research method used was a qualitative research and the objective was to gain a detailed perspective of organizations sponsorship co-operation. The material was gathered by interviewing six different companies which were able to provide us with detailed information on their sponsorship operations.
Sponsorship is a broad concept that is part of the marketing communications plan. In this research, marketing communication is presented briefly and sponsorship as its own marketing promotional tool.
The validity and reliability of this research were effected by the fact that we were able to gather only six interviews, therefore the results could not be generalized. Despite that, the results provided the research with an effective base to demonstrate sufficient conclusions for the comissioner and concrete examples of different co-operation possibilities.
This research demonstated that planning, communication and follow-up are crucial for an effective and functional co-operation. Even though the basic aims for organizations in sponsorship co-operation would be the same, there are slight differences. Therefore, all sponsorship agreements should be individually formed according to the needs and wants of both parties.Thus, the team should focus on communication with the current and possible future sponsors.
Sponsorship is a broad concept that is part of the marketing communications plan. In this research, marketing communication is presented briefly and sponsorship as its own marketing promotional tool.
The validity and reliability of this research were effected by the fact that we were able to gather only six interviews, therefore the results could not be generalized. Despite that, the results provided the research with an effective base to demonstrate sufficient conclusions for the comissioner and concrete examples of different co-operation possibilities.
This research demonstated that planning, communication and follow-up are crucial for an effective and functional co-operation. Even though the basic aims for organizations in sponsorship co-operation would be the same, there are slight differences. Therefore, all sponsorship agreements should be individually formed according to the needs and wants of both parties.Thus, the team should focus on communication with the current and possible future sponsors.