Sponsorship- from an internal perspective

Abstract: The purpose of this study is to gain a better understanding of how sponsorship affects a company’s internal staff, and how it can be used to enhance its motivation. Therefore, the intentions will be to publish the results of our research of two companies, and how their sponsorship activities at the event Swedish Open have affected their employees’ motivation. The conclusion states that sponsorship activities could be a useful and advantageous tool for companies in terms of leveraging employee motivation. We suggest that sponsorship managers should use the recoil-effect from sponsorship activities, by intentionally increasing the attention for the employees in terms of leveraging employee empowerment, affiliation and commitment.