Sponsorship Deals Within Women's Football in Finland
Koski, Eelis (2022)
Koski, Eelis
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205067578
https://urn.fi/URN:NBN:fi:amk-202205067578
Tiivistelmä
The purpose of this thesis was to research the level that Finnish sponsorship is at with women’s football in Finland, and how to improve the situation. It was also important for the author to be able to help women’s football with the conclusions made from the research. Women’s football is in a rise all over the world and Finland is no exception to that. It is a current topic that the author wanted to adress.
The theoretical framework was based on literature about sports sponsorship, sports marketing, marketing, women’s football, athlete sponsorship and sport sponsorships in Finland. The theoretical framework was done to further understand the topics that are covered in this thesis.
The study was done with the use of interviews, more spesifically semi-structured interviews, as the author came to the conclusion that this would serve the purpose of this thesis the best. The interviewees were chosen due to their status when regarding the thesis topic. Both of the interviewees have a succesful career around the topic and thus the author felt that no more interviewees were needed to conduct this research. The thesis interviews were also thoroughly analyzed after transcription in comparative and thematic analysis.
Based on the data from the interviews and the analysis of them and the conclusions of the theoretical framework, the key findings were composed. The findings revealed that to grow the ammount of sponsorship deals in women’s football, the deals need to be based on solid value and ethical base. There also is unlimited potential when it comes to women’s football in Finland excluding financial barriers. Finland is behind in sponsorship deals when it comes to comparing with other countries. However this is the result of starting the process later than others, having smaller resources available and having a more men’s sports driven audience for now.
The theoretical framework was based on literature about sports sponsorship, sports marketing, marketing, women’s football, athlete sponsorship and sport sponsorships in Finland. The theoretical framework was done to further understand the topics that are covered in this thesis.
The study was done with the use of interviews, more spesifically semi-structured interviews, as the author came to the conclusion that this would serve the purpose of this thesis the best. The interviewees were chosen due to their status when regarding the thesis topic. Both of the interviewees have a succesful career around the topic and thus the author felt that no more interviewees were needed to conduct this research. The thesis interviews were also thoroughly analyzed after transcription in comparative and thematic analysis.
Based on the data from the interviews and the analysis of them and the conclusions of the theoretical framework, the key findings were composed. The findings revealed that to grow the ammount of sponsorship deals in women’s football, the deals need to be based on solid value and ethical base. There also is unlimited potential when it comes to women’s football in Finland excluding financial barriers. Finland is behind in sponsorship deals when it comes to comparing with other countries. However this is the result of starting the process later than others, having smaller resources available and having a more men’s sports driven audience for now.