Finnish Olympic Athletes’ Perceptions of Sponsorship and Value Creation – a cross-sectional study on Finnish Olympic athletes’ perceptions of sponsorship and how they create value for their sponsors

Abstract: Sponsorship of athletes is rarely researched from the point of view of the athlete. This thesis, thus, investigates Finnish Olympic athletes’ perceptions of sponsorship and how athletes create value for their sponsors. The research takes a qualitative approach. The employed data analysis method is a thematic analysis with an inductive and semantic approach. A literature review was done after which semi-structured interviews were conducted with three participants. The analysis shows motivational factors in athlete decision-making, the role of managers in the sponsorship equation, how athletes deal with companies, athlete perceptions on why they are sponsored, and what activities athletes undertake to create value. I conclude that athletes are value-orientated in their decision-making, guidance and feedback on athlete work is not on a sufficient level, and a proactive role in communication is beneficial for relationship building. Additionally, the analysis offers several key takeaways for aspiring athletes in their sponsorship endeavors.