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Sponsorship for Women in Motorsport a Study About Which Criteria That Attracts Companies to Sponsor Women in Motorsport

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Sponsorship for Women in Motorsport a Study About Which Criteria That Attracts Companies to Sponsor Women in Motorsport Sponsorship for Women in Motorsport A Study about which Criteria that Attracts Companies to Sponsor Women in Motorsport Jessica Bäckman Carolina Mella Business and Economics, master's level 2020 Luleå University of Technology Department of Business Administration, Technology and Social Sciences Acknowledgements We have now reached the final project as students at Luleå University of Technology, which is the degree project. Therefore, we would like to thank everyone who has helped us complete this project. Not least our supervisor Seyedeh Fatemeh Mostafavi Shirazi who has given us good advice and support along the way. We also feel a lot of gratitude to all the interviewed companies who took their time to accurately and extensively answer our questions. Finally, thanks to Peter Nilsson who has been our opponent and have contributed with feedback along the way to make our degree project as good as possible. Luleå, June 2020 ____________________ Carolina Mella Abstract A sponsorship within sports can be based on different criteria depending on what type of company you ask. Thus, it is important for the athletes to be able to present the most attractive criteria within their sponsorship proposals. The aim of this study is therefore to provide a better understanding on which criteria that attracts companies to sponsor women in motorsport. The result from this study can thereby guide women in motorsport regarding which criteria they should include in their sponsorship proposal. Moreover, the result can help companies who are interested in getting a deeper understanding on the benefits that follows by sponsoring women in motorsport. The study is exploratory with a qualitative approach that has been conducted through case studies, which was based on semi-structured interviews with four companies. These companies were selected since they are currently sponsoring women in motorsport and could therefore explain which criteria, they find attractive with these sponsorships. The main findings of this study show that the criteria that mostly attracts companies to sponsor women in motorsport are media exposure, brand awareness and equality between genders. Keywords: Sponsorship; Women in Motorsport; Selection criteria Sammanfattning Sponsring inom sport kan vara baserat på olika kriterier beroende vilket företag man frågar. Därmed är det viktigt för idrottare att kunna presentera de mest attraktiva kriterierna i sina sponsringsförslag. Av den orsaken är syftet med denna studie att ge en bättre förståelse för vilka kriterier som attraherar företag att sponsra kvinnor i motorsport. Resultatet från denna studie kan därigenom vägleda kvinnor inom motorsporten gällande vilka kriterier de bör inkludera i sina sponsringsförslag. Studien kan även hjälpa företag som vill få en djupare förståelse för fördelarna som resulterar av att sponsra kvinnor inom motorsporten. Den här forskningen är undersökande med en kvalitativ strategi och har genomförts med hjälp av fallstudier, baserade på semistrukturerade intervjuer med fyra stycken företag. Dessa företag valdes ut eftersom de för närvarande sponsrar kvinnor inom motorsporten och de kan därför förklara vilka kriterier de tycker är attraktiva med dessa sponsorskap. Resultatet av denna forskning visar att de kriterier som främst lockar företag att sponsra kvinnor inom motorsporten är medieexponering, varumärkeskännedom samt jämställdhet mellan könen. Nyckelord: Sponsorship; Women in Motorsport; Selection criteria Table of content 1. Introduction .......................................................................................................................................................1 1.1 Background ..................................................................................................................................................................... 1 1.2 Problem discussion ....................................................................................................................................................... 2 1.3 Research purpose and research question ............................................................................................................ 3 1.4 Delimitations .................................................................................................................................................................. 4 2. Literature review..............................................................................................................................................5 2.1 Sponsorship ..................................................................................................................................................................... 5 2.2 Sponsorship in Motorsport ........................................................................................................................................ 7 2.3 Sponsorship selection .................................................................................................................................................. 8 2.3.1 Sponsorship policy ............................................................................................................................................. 8 2.3.2 Sponsorship selection criteria....................................................................................................................... 9 2.4 Women in Motorsport ...............................................................................................................................................11 2.4.1 Sport sponsorship for women .................................................................................................................... 12 2.5 Conceptual framework .............................................................................................................................................14 2.6 Frame of reference .....................................................................................................................................................15 3. Methodology .................................................................................................................................................... 16 3.1 Research purpose and approach ..........................................................................................................................16 3.2 Research strategy .......................................................................................................................................................17 3.3 Sample selection ..........................................................................................................................................................17 3.4 Data collection .............................................................................................................................................................19 3.5 Data analysis ................................................................................................................................................................21 3.6 Data quality ..................................................................................................................................................................22 3.6.1 Reliability ............................................................................................................................................................ 22 3.6.2 Validity.................................................................................................................................................................. 23 4. Empirical data................................................................................................................................................. 26 4.1 Decision-making for sponsorship .........................................................................................................................26 4.2 Selection process and criteria ................................................................................................................................27 4.3 Sponsoring Women in Motorsport .......................................................................................................................29 5. Data Analysis ................................................................................................................................................... 31 5.1 Decision-making for sponsorship .........................................................................................................................31 5.2 Selection process and criteria ................................................................................................................................32 5.3 Sponsoring Women in Motorsport .......................................................................................................................33 6. Conclusions and recommendations ....................................................................................................... 37 6.1 Conclusions ....................................................................................................................................................................37 6.2 Recommendations ......................................................................................................................................................39 6.3 Theoretical contributions ........................................................................................................................................40
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