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The Effect of a Pandemic and Lacking Live Sporting Event Attendance on Perceived Sponsorship Value

Bjerkelund, Jonas; Knudsen, Ole-Jacob Winther
Master thesis
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URI
https://hdl.handle.net/11250/2823835
Date
2021
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  • Master of Science [1116]
Abstract
Sponsorship as marketing communication measures increased rapidly in popularity

over the last three decades before the turn of the millennium, together with a more

sophisticated marketing industry (Meenaghan, 1998). After that, sponsorship was

viewed as an alternative to more traditional advertising and have taken many different

forms (Lardinoit & Derbaix, 2001; Cornwell, 2019). Since then, sports have been the

dominating domain of the growing market of sponsorship agreements (Woisetschläger,

Backhaus, & Cornwell, 2017). These agreements have been applied by corporate

organizations to reach specific, diverse, and large target audiences with objectives of

creating brand awareness, enhanced brand images, and sales (Lardinoit & Derbaix,

2001; Cornwell & Maignan, 1998). In widely accepted definitions of sponsorship, the

commercial potential of sport entities is accessed and utilized to achieve these

objectives in exchange of rights fees of cash or in-kind (Yang & Ha, 2014; Wakefield,

Wakefield, & Keller, 2020). This study seeks to examine the effect of the impact related

to the pandemic outbreak of a new type of coronavirus in late 2019, with the associated

decease COVID-19, on the sports domain of sponsorship value in Norway. The sport

industry here, was among other industries worldwide, highly affected by this pandemic.

The impact involved several governmental rules, restrictions, and recommendations to

minimize, map, and control spread of the virus, but it also involved the fear of infection

among people (Ahorsu, et al., 2020). For the sport industry, this mainly led to

cancellations and postponements of planned sporting events, closed gyms and training

facilities, and the lack of live sporting event attendance (Donthu & Gustafsson, 2020).
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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