Sports sponsorship and Internet: case studies of Ericsson and Volvo

Abstract: Sponsorship field is constantly growing and changing. Sports sponsorship is
an investment in a sports entity (athlete, league, team, event) to support
overall organizational goals, marketing objectives, and/or promotional
objectives. The purpose of this research was to gain a deeper understanding
of sports sponsorship and how companies with regard to sponsorship process
are using Internet. This research was an exploratory and descriptive
research. Qualitative research approach was used to carry out this
research. The research strategy used for this research was case study.
Ericsson and Volvo were selected as samples for the case studies. Data was
collected by conducting telephone interviews. Validity and reliability were
the main concern through out the research. The findings of the research
showed that relationship marketing, image building and employees motivation
are the objectives of companies related to sports sponsorship. Companies
have a simple structure for sports sponsorship budgeting. Companies have
different criteria for sports sponsorship selection. Sports sponsorship
evaluation is done by using bench marking and setting milestones. Internet
for sports sponsorship is used in shape of e-mail, chat channels and
websites. This study enabled us to gain the purpose of research i.e. deeper
understanding of sports sponsorship and how Internet is being used by
companies with regard to sponsorship process.