Essays about: "sponsorship-linked marketing"

Found 2 essays containing the words sponsorship-linked marketing.

1. 1. Unveiling Athlete Sponsorship: A Multi-method Qualitative Study of the Evolving Roles of Athletes in the Digital Era Sponsorship Agreements

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Andrea Birgersson; Helena Rapaport; [2023]
   Keywords : Sports marketing; Sponsorship; Athletes; Social media marketing; Empirical Typology;

   Abstract : The sports industry has undergone a profound transformation due to digitalization. Within this shifting landscape, one key aspect of sports marketing that has experienced significant changes is sponsorship. READ MORE

3. 2. Individual sponsorship implementation and its managerial motivations : A collective case study of the managerial motivations behind the implementation of individual sponsorship in Swedish outdoor recreation sports

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Olle Lagerqvist; Daniel Carlsson; [2022]
   Keywords : Sponsorship; sport sponsorship; individual sponsorship; leveraging; congruence; sponsorship-linked marketing;

   Abstract : Background: In recent years, sponsorship has become an important and heavily implemented marketing communications tool, and the significance of sponsorship is especially seen within the context of sports. Despite the heavy implementation of sponsorship, both in a team context and on an individual level, existing sponsorship literature has been strongly focused on sponsorship in a team context, thus neglecting the individual aspect of sponsorship. READ MORE