App 3 Thesis Template

POTENTIAL SOURCES TO OBTAIN PRIVATE FUNDING FOR THE NATIONAL OLYMPIC TRAINING CENTER HELSINKI AND THE METROPOL AREA SPORTS ACADEMY URHEA Bachelor’s thesis Valkeakoski, International business Spring 2021 Sini Forsblom TIIVISTELMÄ International business Valkeakoski Author Sini Forsblom Year 2021 Title Potential sources to obtain private funding for the National Olympic Training Center Helsinki and the metropol area sports academy Urhea Supervisor(s) Victor de Bruin TIIVISTELMÄ Tämän laadullisen tutkimuksen tavoite on löytää mahdollisia yksityisen rahoituksen lähteitä Olympiavalmennuskeskus Helsingille ja Pääkaupunkiseudun urheiluakatemialle Urhealle. Kahdesta erillisestä nimestään huolimatta organisaatiot ovat toisistaan riippuvaisia ja niitä johdetaan saman konsernin alla. Suomalaisen urheilun rahoitus perustuu laajalti julkiseen, Opetus- ja kulttuuriministeriön rahoitukseen, joka puolestaan saa rahoituksen Veikkaus Oy:ltä. Yhteiskunnan arvojen muutokset ja globalisaatio ovat johtaneet siihen, että julkinen rahoitus tullee pienemään lähivuosina. Tähän organisaatioiden on sopeuduttava ja löydettävä rahoitusta myös muista lähteistä. Tämä tutkimus koostuu haastatteluista, verkkosivujen analyysistä sekä kirjoittajan havainnoista, jotka on analysoitu käyttäen markkinointimixin 7 P -teoriaa. Analyysi osoitti, että Olympiavalmennuskeskus Helsingin ja Urhean kilpailuetuja sekä urheilun että liike-elämän kontekstissa ovat huippu-urheilijat sekä uudet harjoitteluolosuhteet. Kohderyhmien kiinnostuksen kohteet kuitenkin vaihtelevat riippuen siitä, ovatko ihmiset urheilun sisältä vai ulkopuolelta tulevia. Liike-elämän ja markkinoinnin ymmärrystä sekä monipuolisempaa tunnettuuden lisäämistä tarvitaan, jotta Olympiavalmennuskeskus Helsinki ja Urhea voisivat saada taloudellista tukea yksityishenkilöiltä tai yrityksiltä. Työn toimeksiantaja on Urhea-säätiö sr. Avainsanat Urheilumarkkinointi, brändäys, markkinointimix Sivut 58 sivua, joista liitteitä 6 sivua ABSTRACT International business Valkeakoski Author Sini Forsblom Year 2021 Title Potential sources to obtain private funding for the National Olympic Training Center Helsinki and the metropol area sports academy Urhea Supervisor(s) Victor de Bruin ABSTRACT The aim of this qualitative research is to find potential sources to obtain private funding for the National Olympic Training Center Helsinki and the metropol area sports academy Urhea. Despite of the two different names the organizations are interdependent of each other and originate from the same enterprise. The funding of sports in Finland is largely based on the public funding from the Ministry of Education and Culture, to which the funds are mainly originated through the national gaming company Veikkaus Oy. Due to the changes in the values of the surrounding society and globalization it is likely that the public funding will reduce during the upcoming years, to which the sport organizations are forced to adjust and find funding from other sources. The research consists of interviews, website analysis and writer’s observations which all were concluded as an analysis through the marketing mix and the seven P’s of marketing. The analysis projected that the NOTC Helsinki and Urhea have the high-performance athletes and the new training facilities, that create the competitive advantage to both the sports context as well as the business side. However, the interests of target groups differ depending on whether people come from sports or outside sports. To create interest and get financial support from individuals or companies, business and marketing expertise as well as more promotion is needed. The commissioning organization of the research is the Urhea Foundation. Keywords Sport marketing, branding, marketing mix Pages 58 pages including appendices 6 pages CONTENTS 1 INTRODUCTION............................................................................................................ 1 2 ENVIRONMENTAL ANALYSIS ........................................................................................ 2 2.1 The beginning of organized sport in Finland ....................................................... 2 2.2 Funding structures .............................................................................................. 4 2.2.1 The complex political nature of sport ..................................................... 5 2.2.2 Public funding .......................................................................................... 7 2.2.3 Private funding ........................................................................................ 7 2.2.4 Non-profit nature of a foundation in terms of taxation ......................... 8 2.3 The organizational design of Urhea and the National Olympic Training Center Helsinki................................................................................................ 9 2.3.1 Harmonious missions ............................................................................ 10 2.3.2 National Olympic Training Center ......................................................... 11 2.3.3 The requirements of a NOTC ................................................................. 11 3 THEORETICAL BACKGROUND .................................................................................... 11 3.1 SWOT analysis of NOTC Helsinki ....................................................................... 12 3.2 Background for marketing analysis ................................................................... 12 4 RESEARCH METHOD AND IMPLICATIONS.................................................................. 14 4.1 Methodology ..................................................................................................... 14 4.1.1 About benchmarking ............................................................................. 14 4.2 Implications ....................................................................................................... 15 4.2.1 The choice of the peer organizations for the observation .................... 15 4.2.2 The nature of the interviews ................................................................. 16 4.2.3 Conducting the interviews..................................................................... 17 4.2.4 The interviewees ................................................................................... 17 4.2.5 Processing of the data from the interviews .......................................... 18 4.2.6 Website observation ............................................................................. 18 4.2.7 Researcher’s observations..................................................................... 19 4.3 Reliability of the research ................................................................................. 19 5 RESULTS: CASE: POTENTIAL SOURCES TO OBTAIN PRIVATE FUNDING FOR THE NOTC HELSINKI AND THE METROPOL AREA SPORT ACADEMY URHEA ................................... 19 5.1 The basic information of the facilities ............................................................... 20 5.1.1 Independence of the training centers ................................................... 20 5.1.2 Human resources ................................................................................... 21 5.1.3 Marketing and communications staff ................................................... 22 5.1.4 Operative partnerships .......................................................................... 23 5.1.5 Commercial partnerships ...................................................................... 23 5.2 The seven P’s: Product ...................................................................................... 24 5.2.1 Current state .......................................................................................... 24 5.2.2 Issues to develop ................................................................................... 24 5.2.3 For consideration ................................................................................... 25 5.3 The seven P’s: Price ........................................................................................... 26 5.3.1 Current state .......................................................................................... 26 5.3.2 Issues to develop ................................................................................... 26 5.3.3 For consideration ................................................................................... 27 5.4 The seven P’s: Place .......................................................................................... 27 5.4.1 Current state .......................................................................................... 27 5.4.2 Issues to develop ................................................................................... 28 5.4.3 For consideration ................................................................................... 29 5.5 The seven P’s: Promotion .................................................................................. 29 5.5.1 Current state .......................................................................................... 29 5.5.2 Issues to develop ................................................................................... 30 5.5.3 For consideration ................................................................................... 32 5.5.3.1. Branding .......................................................................................... 32 5.6 The seven P’s: People .......................................................................................

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