The motivational factors driving athlete crowdfunding investments

Abstract: This thesis contributes with understanding of a previously scarcely researched part of an industry. Adding market-specific knowledge and insights will create the foundation for building upon further understanding of not only athlete-based crowdfunding investment decisions, but can also function as a base for crowdfunding research within other specific markets. Additionally, we create a practical contribution in two parts. Firstly, the athletes seeking funding for pursuing their careers gain insight in what their potential financiers are motivated by, and can thereby increase their chances of funding through presenting themselves in an informed and attractive way. Secondly, the platforms functioning as intermediaries between athlete crowdfunders and crowdfundees can better present their athletes and match them to athlete investors in order to increase the likelihood of investments.