Exploring Social Media Metrics and Sponsorship Relationships of KuPS Football Club
Chistiakov, Arsenii (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2024052033203
https://urn.fi/URN:NBN:fi-fe2024052033203
Tiivistelmä
The aim of the thesis was to explore the social media engagement and partnership-building strategies used by KuPS Football Club. For teams such as KuPS, looking to increase revenue streams and fan interaction, it is imperative that they recognize the connections between social media metrics and sponsorship relationships in the current sports marketing. Using a thorough methodology, the goal of the study was to investigate sponsorship deals and social media strategies of KuPS Football Club in an effort to find trends and insights that can guide strategic decision-making.
In order to obtain the necessary results in this thesis, research work was carried out. The research methods used were online interviews using a survey and benchmarking. The target audience of this survey were representatives of companies that are partners of KuPS Football Club. This study primarily investigated the partnership process and examined the reason to partnership, the advantages and disadvantages of this cooperation, the effectiveness of marketing as well as increasing of brand awareness through cooperation. In addition, the survey revealed which social networks were the main ones for partners.
Benchmarking was used for a detailed study of companies that are partners as well as their social networks. This method allowed to create an in-depth portfolio for each of the club’s main partners. The portfolio contained information about the main activities of the companies as well as the level of their activity on social networks, namely the number of subscribers and information about the regularity of updating posts. Based on the data obtained during the benchmarking, a suggestion was put forward about the media activity of each of the partners.
The research's conclusions offer useful guidance for navigating the digital environment and sponsorship relationships for sports organizations like KuPS Football Club. The findings presented in this thesis will become the basis for optimization and restructuring of marketing activities, and are also an opportunity to introduce new strategies for promoting partners through marketing communication channels. Thanks to this research work, KuPS Football Club can opt for the best partner promotion platform, which will allow to develop existing partnerships and also attract new businesses for cooperation.
In order to obtain the necessary results in this thesis, research work was carried out. The research methods used were online interviews using a survey and benchmarking. The target audience of this survey were representatives of companies that are partners of KuPS Football Club. This study primarily investigated the partnership process and examined the reason to partnership, the advantages and disadvantages of this cooperation, the effectiveness of marketing as well as increasing of brand awareness through cooperation. In addition, the survey revealed which social networks were the main ones for partners.
Benchmarking was used for a detailed study of companies that are partners as well as their social networks. This method allowed to create an in-depth portfolio for each of the club’s main partners. The portfolio contained information about the main activities of the companies as well as the level of their activity on social networks, namely the number of subscribers and information about the regularity of updating posts. Based on the data obtained during the benchmarking, a suggestion was put forward about the media activity of each of the partners.
The research's conclusions offer useful guidance for navigating the digital environment and sponsorship relationships for sports organizations like KuPS Football Club. The findings presented in this thesis will become the basis for optimization and restructuring of marketing activities, and are also an opportunity to introduce new strategies for promoting partners through marketing communication channels. Thanks to this research work, KuPS Football Club can opt for the best partner promotion platform, which will allow to develop existing partnerships and also attract new businesses for cooperation.