From Sponsorships to Strategic Partnerships, Case: Finnish Ski Association
Kainulainen, Suvi (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121937610
https://urn.fi/URN:NBN:fi:amk-2024121937610
Tiivistelmä
The study examined the transition of sports sponsorship from traditional logo placement to strategic partnerships, using the Finnish Ski Association as a case study. As global economic challenges reshape the marketing landscape, companies increasingly demand measurable outcomes from sponsorship investments. This shift emphasizes long-term collaborations that deliver strategic value and align with corporate goals and values.
The objective was to explore the motivations and objectives of companies sponsoring the Finnish Ski Association's national teams and to identify how partnerships create added value and support shared objectives. Qualitative data was collected through thematic interviews with representatives of five major sponsors, focusing on key themes such as the longevity of partnerships, brand alignment, corporate social responsibility (CSR), and the measurement of sponsorship effectiveness. The data were analyzed using a theory-bound approach, identifying patterns and insights to inform practical strategies.
The findings highlighted the importance of long-term sponsorships, with shared values, particularly those related to winter sports, Finnish identity, and sustainability, serving as central drivers of collaboration. Companies valued the emotional and strategic connection with their target audiences, facilitated through unique experiences, storytelling, and the alignment of brand values. CSR emerged as an influential factor, reinforcing the image of sponsors as socially responsible actors. Additionally, the study underscored the necessity of robust measurement tools to assess sponsorship effectiveness.
The research concluded that strategic partnerships rooted in mutual benefits, shared values, and measurable outcomes offer significant potential for both sponsors and the Finnish Ski Association. Recommendations included strengthening value alignment, leveraging exclusive experiences, and enhancing measurement frameworks to optimize sponsorship strategies. These insights provide a foundation for the Finnish Ski Association’s partnership strategy, supporting its goal of fostering sustainable and impactful collaborations in a competitive sponsorship landscape.
The objective was to explore the motivations and objectives of companies sponsoring the Finnish Ski Association's national teams and to identify how partnerships create added value and support shared objectives. Qualitative data was collected through thematic interviews with representatives of five major sponsors, focusing on key themes such as the longevity of partnerships, brand alignment, corporate social responsibility (CSR), and the measurement of sponsorship effectiveness. The data were analyzed using a theory-bound approach, identifying patterns and insights to inform practical strategies.
The findings highlighted the importance of long-term sponsorships, with shared values, particularly those related to winter sports, Finnish identity, and sustainability, serving as central drivers of collaboration. Companies valued the emotional and strategic connection with their target audiences, facilitated through unique experiences, storytelling, and the alignment of brand values. CSR emerged as an influential factor, reinforcing the image of sponsors as socially responsible actors. Additionally, the study underscored the necessity of robust measurement tools to assess sponsorship effectiveness.
The research concluded that strategic partnerships rooted in mutual benefits, shared values, and measurable outcomes offer significant potential for both sponsors and the Finnish Ski Association. Recommendations included strengthening value alignment, leveraging exclusive experiences, and enhancing measurement frameworks to optimize sponsorship strategies. These insights provide a foundation for the Finnish Ski Association’s partnership strategy, supporting its goal of fostering sustainable and impactful collaborations in a competitive sponsorship landscape.