Hva er bedrifters motiver for sponsing

Abstract

Our bachelor thesis reflects around the topic sponsorship. The main approach being to disclose what motives companies have for sponsorship. To ease our job finding answers, we made three questions: What does our informants look for in a sponsor object, What do our informants think about value-based sponsorship and how to succeed with value-based sponsorship, and; What are the possible effects of sponsoring a sport event. This thesis was written on behalf of Lillehammer Youth Olympic Games Organising Committee.

To find answers to our research questions, we chose an exploratory, qualitative method, using depth interviews with carefully selected informants. We interviewed three companies, and three experts on the field. In the interviews, we focused on the above issues and the initial model.

The results of our research are that companies use sponsorship to move or change the position of the companies brand in customers mind, and to influence the brand equity. In addition, companies focus on exposure and visibility, possibility for association transfers (corresponding values), possibilities for internal marketing and an attractive sponsor pool when using sponsorship. It turns out that companies are not particularly interested in value-based sponsorship, as they often demand something in return. We can summarize our thesis with a quote from one of our informants, Arne Lambech; “Sponsorship is not charity, but business”.