Searching for sponsors for four national rugby teams in Finland
Ylönen, Niina (2017)
Ylönen, Niina
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702031953
https://urn.fi/URN:NBN:fi:amk-201702031953
Tiivistelmä
How to get more sponsors to four national rugby teams in Finland?
Finnish Rugby Federation and its four national teams are in the need of new long lasting sponsorship deals to fund the national teams’ tournaments in Finland and abroad. Since rugby is quite unknown sports in Finland it faces challenges in getting new sponsorship deals and also its visibility is currently very low. The purpose of this thesis is to analyse the current situation of rugby, sponsorship contracts Finnish rugby Federation now has and how the contacting of the possible sponsors is now done. The goal of this thesis is to analyse and give suggestions in how to get more sponsors more efficiently and engage them for longer time, so that both parties feel they benefit from this deal. Suggestions in improving digital marketing are also given, which helps to increase the visibility of rugby in Finland.
This thesis starts with theory about sport marketing, brand management, sponsorship and what it is, how to get sponsors, in that section of thesis is also discussed sponsorship from the company’s point of view, which is important since the sponsorship target needs to under-stand what the company wants to have from the deal. Theory concentrates in how to get sponsors, how to choose the correct sponsors with joining factors and what is rugby globally and in Finland. From theory the study continues to analyse the current situation of sponsor-ship the Finnish Rugby Federation and the four national teams now has and how the contact-ing of the sponsors are done currently. In this section of the study the national teams are presented more in detail and where they now get their money. The model for getting more sponsors and engaging them is gotten from ex-Finnish footballers and current manager of Finnish athletes Erkki Alaja. With Alaja’s matching model in gaining new sponsors new possible sponsor companies are introduced and the matching process is presented in more details with its benefits. After the matching is important to go through how to present the national teams in the meeting with possible sponsor companies. In the end of the study there are recommendations in how to get more visibility by improving Finnish Rugby Federation’s digital marketing.
Conclusion of this study is that even though rugby is among the 10 most popular sports in the world, in Finland it still struggles to gain popularity because the visibility is still low. Being one of the Olympic sports has increased rugby’s popularity all around the world, which will eventually also show in Finland. Possible new sponsor companies are visionary if they start a cooperation partnership with Finnish Rugby Federation, since they take the first step in increasing rugby visibility and can be creating together with the national teams rugby more famous in Finland and help the Finnish Women’s teams enter the 2020 Tokyo Olympics.
Finnish Rugby Federation and its four national teams are in the need of new long lasting sponsorship deals to fund the national teams’ tournaments in Finland and abroad. Since rugby is quite unknown sports in Finland it faces challenges in getting new sponsorship deals and also its visibility is currently very low. The purpose of this thesis is to analyse the current situation of rugby, sponsorship contracts Finnish rugby Federation now has and how the contacting of the possible sponsors is now done. The goal of this thesis is to analyse and give suggestions in how to get more sponsors more efficiently and engage them for longer time, so that both parties feel they benefit from this deal. Suggestions in improving digital marketing are also given, which helps to increase the visibility of rugby in Finland.
This thesis starts with theory about sport marketing, brand management, sponsorship and what it is, how to get sponsors, in that section of thesis is also discussed sponsorship from the company’s point of view, which is important since the sponsorship target needs to under-stand what the company wants to have from the deal. Theory concentrates in how to get sponsors, how to choose the correct sponsors with joining factors and what is rugby globally and in Finland. From theory the study continues to analyse the current situation of sponsor-ship the Finnish Rugby Federation and the four national teams now has and how the contact-ing of the sponsors are done currently. In this section of the study the national teams are presented more in detail and where they now get their money. The model for getting more sponsors and engaging them is gotten from ex-Finnish footballers and current manager of Finnish athletes Erkki Alaja. With Alaja’s matching model in gaining new sponsors new possible sponsor companies are introduced and the matching process is presented in more details with its benefits. After the matching is important to go through how to present the national teams in the meeting with possible sponsor companies. In the end of the study there are recommendations in how to get more visibility by improving Finnish Rugby Federation’s digital marketing.
Conclusion of this study is that even though rugby is among the 10 most popular sports in the world, in Finland it still struggles to gain popularity because the visibility is still low. Being one of the Olympic sports has increased rugby’s popularity all around the world, which will eventually also show in Finland. Possible new sponsor companies are visionary if they start a cooperation partnership with Finnish Rugby Federation, since they take the first step in increasing rugby visibility and can be creating together with the national teams rugby more famous in Finland and help the Finnish Women’s teams enter the 2020 Tokyo Olympics.