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Increasing the Commercial Value of Women's Football Through A Increasing the Commercial Value of Women’s Football Through a Holistic View on Sponsorship A Case Study of Women’s Football in Sweden BACHELOR’S THESIS WITHIN BUSINESS ADMINISTRATION Author: Felicia Havik Pernilla Elardt Linnéa Hasselgren Tutor: Johan Larsson Jönköping May 2015 Acknowledgements We would like to express our gratitude to all the people who devoted time and effort into this thesis. We would like to express special thanks to: Camilla Hagman Head of Department Communications and Marketing at the Swedish Football Association Susanne Erlandsson Chairman of the football club IS Halmia in Halmstad, Sweden 1st vice chairman of UEFA’s Women’s Football Committee Member of FIFA’s Committee for Women’s Football and the FIFA Women’s World CupTM Member of the board of The Swedish Sports Confederation. Linda Wijkström General Secretary of Elitfotboll Dam Klas Tjebbes CEO of FC Rosengård Bengt Gustafsson Marketing Manager at Eskilstuna United Hans Kindahl Marketing Manager at Sparbanken Rekarne Sponsor X Anders Lindén CEO and Content Creator at Tango Sponsring We would also like to thank our helpful supervisor Johan Larsson who guided us through the process of im- proving and finalizing this thesis. Last but not least, we would like to thank our opponents, families and friends for their support and feedback dur- ing this process. Felicia Havik, Pernilla Elardt and Linnéa Hasselgren Jönköping International Business School May 2015 Bachelor’s Thesis in Business Administration Title: Increasing the commercial value of women’s football through a holistic view on sponsorship – A case study of women’s football in Sweden Author: Felicia Havik, Pernilla Elardt and Linnéa Hasselgren Tutor: Johan Larsson Date: 2015-05-11 Subject terms: Sports Marketing, Sport Sponsorship, CSR Sponsorship, Women’s Sports, Women’s Football, Sweden Abstract Background Football is the most popular sport in Sweden today, however the in- terest for women’s football is decreasing (Sponsor Insight, 2014, Appendix II). The development of women’s football in Sweden has been remarkable during the last decades. Although, the image and value of women’s football are still perceived to be rather low in to- day’s modern society if looking at the low attendance figures, low exploitation in the media and difficulties with acquiring sponsorship. Sponsoring is the biggest source of income for almost every wom- en’s football club in Sweden in order for women’s football to devel- op there has been a shift in the way clubs acquire sponsorship from the commercial aspect to a more CSR related aspect. Purpose The purpose of this thesis is to develop a model on how to increase the commercial value and total sponsoring of women’s football. Method This thesis is based on a qualitative research approach. The second- ary data was collected through academic, peer-reviewed articles and the primary data was collected through in-depth, semi-structured in- terviews. The data was later on analyzed through a qualitative analy- sis. Conclusion Our study shows that CSR can be a contributing factor to increase the commercial value of women’s football. By using other values of women’s football than merely the commercial value, clubs can at- tract sponsors that want to brand themselves as contributors to so- ciety. The authors have developed a model for women’s football clubs on how to increase the commercial value and total sponsoring of women’s football in Sweden. Furthermore, the thesis contributes academically by providing empirical insights in the field of sport sponsorship and sponsorship relationship. The research expands the view on CSR in relation to sport sponsorship. The thesis also focus- es on sponsorship within women’s football, which has not been ex- tensively investigated in academia, hence, it contributes with a unique context. Table of Contents 1! Introduction ............................................................................. 4! 1.1! Background ...................................................................................... 4! 1.2! Problem Discussion ......................................................................... 4! 1.3! Problem Statement .......................................................................... 5! 1.4! Purpose ............................................................................................ 6! 1.5! Delimitations .................................................................................... 6! 1.6! Dictionary ......................................................................................... 6! 1.7! Thesis Disposition ............................................................................ 8! 2! Frame of Reference ................................................................ 9! 2.1! Sports Marketing .............................................................................. 9! 2.2! Sponsorship and Sport .................................................................. 10! 2.2.1! Traditional Sponsorship ..................................................... 11! 2.2.2! Sponsorship Relationship and Activation .......................... 12! 2.3! Corporate Social Responsibility and Sponsorship ......................... 14! 2.4! Women’s Football and Sweden ..................................................... 16! 3! Methodology and Method .................................................... 18! 3.1! Methodology .................................................................................. 18! 3.1.1! Research Philosophy ........................................................ 18! 3.1.2! Research Approach ........................................................... 18! 3.2! Method ........................................................................................... 19! 3.2.1! Qualitative Method ............................................................ 19! 3.2.2! Selection of Respondents ................................................. 19! 3.2.3! Case Study ........................................................................ 20! 3.2.4! Data Collection .................................................................. 21! 3.3! Qualitative Data Analysis ............................................................... 23! 3.4! Trustworthiness .............................................................................. 24! 4! Empirical Findings ................................................................ 25! 4.1! Key Persons ................................................................................... 25! 4.1.1! The Development of Women’s Football ............................ 25! 4.1.2! The Commercial Value of Women’s Football .................... 26! 4.1.3! The Importance of Sponsoring .......................................... 27! 4.1.4! The Future of Sponsorship within Women’s Football ........ 28! 4.2! Clubs .............................................................................................. 29! 4.2.1! The Clubs’ View on Sponsorship ...................................... 29! 4.2.2! The Commercial Value of Women’s Football .................... 30! 4.2.3! The Future of Sponsorship within Women’s Football ........ 31! 4.2.4! Improvement of the Sponsor Partnership .......................... 32! 4.3! Sponsors ........................................................................................ 32! 4.3.1! The Sponsors’ View on Sponsorship ................................ 32! 4.3.2! The Commercial Value of Women’s Football .................... 33! 4.3.3! Important Factors when Sponsoring a Club ...................... 34! 4.3.4! Factors that Could Increase Sponsors’ Interest ................ 35! 5! Analysis ................................................................................. 36! 5.1! A Model of Increased Commercial Value ....................................... 36! 5.2! Level 1 ........................................................................................... 37! 1 5.2.1! Financial Stability .............................................................. 37! 5.2.2! Organizational Structure .................................................... 37! 5.2.3! Sports Achievements ........................................................ 38! 5.3! Level 2 ........................................................................................... 39! 5.3.1! CSR Sponsorship .............................................................. 39! 5.4! Level 3 ........................................................................................... 41! 5.4.1! Initiative 1 – Recognizing the Values ................................ 41! 5.4.2! Initiative 2 – Branding ........................................................ 42! 5.4.3! Initiative 3 – Activation ....................................................... 43! 5.4.4! Initiative 4 – Forming Relationships with Sponsors ........... 44! 5.5! Level 4, 5 and 6 ............................................................................. 46! 5.5.1! Increased Awareness and Media Coverage Leading to Increased Commercial Value ................................................... 46! 6! Discussion ............................................................................. 47! 6.1! Limitations ...................................................................................... 48! 6.2! Implications .................................................................................... 48! 6.3! Further Research ........................................................................... 48! 7! Conclusion ...........................................................................
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