The Untold Story of the Sponsee - A Study of the Sponsorship Strategy of Swedish Elite Football Clubs

Abstract: Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap. Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. A qualitative research strategy with an abductive approach was chosen, due to the exploratory nature of the study as it aims to establish an understanding of the sponsee sponsorship strategy. Theoretical perspective: Sponsorship, sport sponsorship, brand management Empirical data: Qualitative semi-structured interviews with seven Swedish men’s elite football clubs Conclusion: The study is establishing an understanding of the sponsee sponsorship strategy and is expanding on the academic understanding within the field of sponsorship. The research question of this study is answered by an establishment of three main strategies that explain how the sponsees strategically engage in sponsorships. Firstly, the study found that the sponsees strategically engage in sponsorships by building relationships with the sponsors. Secondly, the sponsee strategically consider the impact of a sponsorship on their brand image when engaging in sponsorships. Lastly, the sponsees utilize the sponsorships by the strategy of citizenship. Aside from the research question being answered, the results of the study contribute with a comprehensive understanding of the sponsee perspective in a sponsorship relationship and, more specifically, the sponsee sponsorship strategy. As presented in a conceptual framework.