umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The role of athlete's sponsorship on the marketing strategy of a sports brand: A qualitative study conducted at HEAD France
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Athletes sponsorship has become an important part of the marketing communication mix for sports brands today. We know that athletes are major celebrities within the mass media in modern society and they can use their image and the power they have directly through their network to interact with customers. Their level of fame and popularity is still increasing, and many star athletes have million dollars’ endorsement contracts with brands who want to be associated with the athlete’s image.

The purpose of this thesis is to provide a better understanding of the use of sponsored athletes as a marketing communication tool by the analysis of the traditional tools companies have but also how a brand can use social medias nowadays to maximise their impact on the customers. More specifically, our research focuses on the growth of social media's importance in marketing strategies and how this variable impact the behaviour of athlete’s, brands, and customers. We answer to the research question:

How do sports brands support their corporate marketing strategy                                                through the sponsorship of athletes?

The study was conducted at HEAD France (division of HEAD NV), manufacturer and marketer specialised in sports equipment and apparel for: Winter sports, racquet sports, diving, sportswear, and licensing. They are well-known thanks to the famous and successful athletes they sponsored like Lindsey Vonn and Alexis Pinturault (ski) and Novak Djokovic and Maria Sharapova (tennis).

To conduct our research, we used a qualitative method along with an interpretivist approach. This was in accordance to highlight social, cultural, and managerial facts by analysing consumer, athletes, and brand’s behaviour. We conducted twelve in-depth interviews on French consumers, HEAD’s employees and athletes’ based on the theoretical framework studied in the report.

The findings include good advice and insights that sport-brands could use to improve their marketing strategy using the image of athlete’s and make it a better fit to the consumer’s expectations.

Place, publisher, year, edition, pages
2017. , 70 p.
Keyword [en]
Athlete, brand, brand awareness, communication, consumer, consumer behaviour, digital, distribution, marketing strategy, influence marketing, sales, social media, social network, sport, sponsorship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-137171OAI: oai:DiVA.org:umu-137171DiVA: diva2:1115842
External cooperation
HEAD France
Educational program
Master's program in Business Development and Internationalisation; Master's Programme in Management
Presentation
2017-05-24, 13:38 (English)
Supervisors
Examiners
Available from: 2017-06-27 Created: 2017-06-27 Last updated: 2017-06-27Bibliographically approved

Open Access in DiVA

The role of athlete's sponsorship on the marketing strategy of a sports brand(1325 kB)30 downloads
File information
File name FULLTEXT01.pdfFile size 1325 kBChecksum SHA-512
53efb3ae883a21e2bafbf37c97193cdc761d64ada6980fa9fea1986553743eaae2e6b47a98adc425b9b539d857805b92be69280b51202250d5a0042ed4f2aa2f
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 30 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 35 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf