Sport sponsorship: as a promotional tool

Abstract: The highly cluttered market environment has forced companies to find new
media in order to become more effective in their market communication.
Corporate sponsorship of sports and other events is one of the fastest
growing areas in market communications The purpose of this study is to
investigate how sport sponsorship is used as a promotional tool. To reach
this purpose we have conducted a single case study of Vattenfall AB. We
have investigated the objectives with sport sponsorship, the selects of a
sports sponsorship, and the evaluation of sport sponsorship effectiveness.

The study shows that the most important objectives with sport sponsorship
are to increase the public awareness of the company, affect the company
image, create goodwill and to achieve media coverage. Further there are
several criteria taken into consideration when selecting an event such as
the image association potential and media coverage of a sport sponsorship.
Further it was found that the evaluation of the sport sponsorship was
carried out in three stages and that it was conducted through media and
consumers.