Sports Sponsorship As An International Marketing Communications Tool A Multiple Case Study Of Finnish Companies
Research Objectives
Sponsorship as a marketing communications tool increasingly attracts academic interest; however, the international aspect of the practice of sponsorship has not yet been extensively studied. The purpose of this study is to examine how sports sponsorship is utilizable as an instrument of international marketing communications in an effective manner in context of companies’ international operations. The theoretical part of the study aims to isolate the characteristics of effective international sports sponsorship, and on the basis of the theoretical review, a theoretical framework is proposed. In the empirical part, the case companies’ international sponsorship activities are examined and interpretations on the effectiveness of sports sponsorship as a method of international promotion are made resulting in a modified framework.