Sport sponsorship: case study of Audi

Abstract: The aim of this thesis is to gain a deeper understanding of how a company
use sponsorship of sporting teams as a strategic tool in its marketing
program. In order to fulfil this purpose the research explores, describes
and tries to explain a company’s objectives with sport sponsorship, the
selection of sponsorship objects and finally a company’s evaluation of
sponsorship activities. A case study of a company in the automobile
industry is conducted where the aspects of their sponsorship of the Swedish
alpine skiing team are studied. Several objectives with sport sponsorship
can be identified. Furthermore, the study shows that companies go through a
certain selection process in order to find a sponsorship that can convey
their message. The research also revealed the useage of different
evaluation methods when measuring sport sponsorship results. Finally, the
research presents our conclusions and implications for theory, management
and future research.