Sponsoring in Men’s Professional Ice Hockey : Case Oulun Kärpät
Kaarela, Julia (2020)
Kaarela, Julia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060216139
https://urn.fi/URN:NBN:fi:amk-2020060216139
Tiivistelmä
This thesis studies sponsoring in men’s professional ice hockey. The aim of the research was to suggest improvements for sponsoring management of Oulun Kärpät and the Finnish League. Oulun Kärpät plays in the Finnish League. Finnish League is a professional men’s ice hockey league. Oulun Kärpät is one of the biggest ad most successful ice hockey clubs in Finland. This research is from the viewpoint of the sponsored party, Oulun Kärpät. The results of the research are exploited by designing development suggestions for sponsorship for Oulun Kärpät.
The research was made by using qualitative research methods. Theme survey was created for three Finnish League ice hockey clubs. The survey was sent to the interviewees via email. Two ice hockey clubs answered the survey. Interviewees were contacted to get objective results about sponsor management. The interview answers were transcribed and downloaded to iCloud.
The research indicated the main problems in sponsorships in men’s ice hockey are the large number of sponsors which has a negative affect on the overall image of Finnish League and the rules set by Finnish League concerning sponsoring. Lowering the number of sponsors and having main sponsors who are sharing most of the financial responsibilities was found as a solution. This would bring Finnish League its much needed change and get the Finnish League back to being one of the top ice hockey leagues in Europe. By improving communication and creating specific sponsorship packages to offer the sponsors can help to develop already existing relationships between the sponsored party and the sponsor.
By having a larger number of interviews with sponsor organizations and sponsored parties more generalizations can be made. Comparing sponsorships in the Finnish League to the National Hockey League new development possibilities can be found. An interesting view point for further research would be from sponsor organizations.
The research was made by using qualitative research methods. Theme survey was created for three Finnish League ice hockey clubs. The survey was sent to the interviewees via email. Two ice hockey clubs answered the survey. Interviewees were contacted to get objective results about sponsor management. The interview answers were transcribed and downloaded to iCloud.
The research indicated the main problems in sponsorships in men’s ice hockey are the large number of sponsors which has a negative affect on the overall image of Finnish League and the rules set by Finnish League concerning sponsoring. Lowering the number of sponsors and having main sponsors who are sharing most of the financial responsibilities was found as a solution. This would bring Finnish League its much needed change and get the Finnish League back to being one of the top ice hockey leagues in Europe. By improving communication and creating specific sponsorship packages to offer the sponsors can help to develop already existing relationships between the sponsored party and the sponsor.
By having a larger number of interviews with sponsor organizations and sponsored parties more generalizations can be made. Comparing sponsorships in the Finnish League to the National Hockey League new development possibilities can be found. An interesting view point for further research would be from sponsor organizations.