The Intersection of Sport and Business : Sponsorship and Branding
Phan, Le Nhat Huy; Pham, Thi Phuong Dung (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121938543
https://urn.fi/URN:NBN:fi:amk-2023121938543
Tiivistelmä
The thesis explores the complex convergence of business and sport, focusing on the symbiotic relationship between sponsorship and branding. The research dives into the strategic relevance of corporate sponsorship in the athletic sphere and its significant influence on brand development through a thorough assessment of case studies, industry trends, and theoretical frameworks. The thesis aims to understand the incentives for firms to invest in sports sponsorship by examining the mutual advantages gained by both sides. The research seeks to provide valuable insights for marketers, business leaders, and sports professionals by investigating examples and shedding light on the strategic considerations that underpin effective sponsorship and branding.
The theory of the thesis was compiled from a variety of sponsored literature, which included both books and article journals. Marketing and branding literature was used to supplement the content. Secondary data analysis will be the main method used to analyze the thesis. In addition, content analysts and case studies are used to illustrate theory in practice as well as answer research questions.
According to the key findings, sports, and business are always intertwined to grow together through mutual profits by giving sponsorship and receiving effective branding in return. Finally, the thesis not only provides to the academic discourse on the intersection of business and sport, but it also has practical implications for businesses looking to optimize their sponsorship strategies and strengthen their brand positioning in the dynamic and competitive sports industry.
The theory of the thesis was compiled from a variety of sponsored literature, which included both books and article journals. Marketing and branding literature was used to supplement the content. Secondary data analysis will be the main method used to analyze the thesis. In addition, content analysts and case studies are used to illustrate theory in practice as well as answer research questions.
According to the key findings, sports, and business are always intertwined to grow together through mutual profits by giving sponsorship and receiving effective branding in return. Finally, the thesis not only provides to the academic discourse on the intersection of business and sport, but it also has practical implications for businesses looking to optimize their sponsorship strategies and strengthen their brand positioning in the dynamic and competitive sports industry.