Improving Sponsorship Value of Sports Property

Abstract

The purpose of this Master’s Thesis was to gain in-depth understanding of how to improve the value of sports property for sponsorship purposes. The study aimed to find the key points of factors which improve the value of sports property with their sponsorships. Another objective was to understand the importance of brand and brand image and how Key Performance Indicators (KPI) can be adopted and turned to value add to sponsorship business.

Theoretical part of the study is based on existing academic publications about sports sponsorship, sponsorship value evaluation, branding and KPI definition. Data for this study is gathered through interviews of sport property and their sponsors. Received data was then analyzed by using qualitative method.

As a result of this thesis sports property owners understand how sponsorship value can be estimated, importance of branding of their sport property, how KPIs can be adapted to sponsorship business and why.

As a conclusion, the thesis provides key factors about how to improve sponsorship value and proposal how KPIs can be used in sponsorship between sport property and sponsor.