Seeking sponsorships - Finnish combat sports athletes

Abstract

The purpose of this thesis was to study how Finnish combat sports athletes can market themselves to successfully attract, seek, and obtain sponsorships. The process of a combat sports athlete marketing him/herself to successfully attract sponsors including methods, content, and used platforms were studied to answer the research question of the thesis. Moreover, the differences between the marketing activities used by Finnish and foreign combat sports athletes to seek sponsorships were studied. Lastly, the thesis tried to determine why companies decide to sponsor combat sports athletes by studying the motives and goals of companies sponsoring combat sports athletes.

The theoretical framework was based on literature about sponsorships, sports sponsorships from the viewpoints of sponsees and sponsors, sponsorship in Finland, sponsorship contracts, the use of social media marketing, social media platforms, and athlete branding when seeking sponsorship. The theoretical framework was drafted to better understand the topics covered in this thesis.

The study was carried out with the use of semi-structured interviews. Three Finnish and three foreign combat sports athletes that were sponsored at the time of the study or had been sponsored in the past were interviewed. In addition to the athletes, two Finnish companies that were sponsoring a Finnish combat sports athlete at the time of the study were interviewed. The interviews were analyzed qualitatively using comparative and thematic analysis.

Based on the analyzed interview data and conclusions of the theoretical framework the key findings of this thesis were drafted. The findings revealed that content creation on social media channels, especially on Facebook and Instagram had been the main marketing activity that both Finnish and foreign athletes had used to attract and acquire sponsors. Finn ish combat sports athletes were found to be more active and have a more strategic approach to their marketing activities. Furthermore, the research found that companies were sponsoring Finnish combat sports athletes because of a personal connection to and shared values with combat sports. Companies were looking to get positive visibility out of sponsoring a Finnish combat sports athlete. The results also indicated an athlete’s brand, image, social media following, and reach and achievements in the represented sport to have an effect when the choice is being made by companies on who to sponsor.

Recommendations for Finnish combat sports athletes were given based on the key findings and conclusions of this thesis. The recommendations included recommended marketing activities, content, platforms, and other actions that Finnish combat sports athletes should utilize while seeking sponsors.