Grönvit Hållbarhet – En Grönvit Betydelse? : En kvalitativ och kvantitativ analys av Rögle BK:s CSR-organ Grönvit Hållbarhet påverkar sponsorernas sponsringssamarbete med klubben.

• Main Authors: Multan, Filip, Trulsson, Oliver
• Format: Others
• Language: Swedish
• Published: Malmö universitet, Malmö högskola, Institutionen Idrottsvetenskap (IDV) 2021
• Subjects: CSR; Brand Image Transfer; Sport and Fitness Sciences; Idrottsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-42914

This study aims to evaluate how Rögle BK:s work with CSR affects their sponsors relation to their sponsorship cooperation.  We do this via a quantitative and qualitative analysis of the club’s sponsors. Since Rögle BK have many sponsors, we put the limit to be included in this study at 90 000 SEK in sponsorship-money per year. Out of 158 possible survey respondents we received 73 answers. Out of the 73 respondents, 4 of them were selected to an interview. The selection for interview participants was chosen from the type of business they operated in, as we looked for variation of companies in the interviews.  We used the theory Brand Image Transfer in order to understand the reasons for companies to enter a sponsorship coorperation with Rögle BK and if Rögle BK:s work with CSR had any impact on this. The study found that Rögle BK:s work with CSR is appreciated by the sponsors but it is not the main reason for their decision to enter a sponsorship cooperation with the club. This could be because Rögle BK:s business network (which is available for all sponsors who have a sponsorship deal worth 90 000 SEK or more) is very appreciated and is believed to increase the business for the companies that are in the network. Another reason why Rögle BK:s work with CSR don’t seem to be the  one of the most important reasons for sponsorship cooperation could be the lack of communication related to it or that CSR in sport is a relative new phenomenon. However, Rögle BK:s work with CSR have had some impact, as most sponsors like the initiative and one sponsor would have left if it hadn’t happened and another sponsor joined because of it. Our assumption based on the accumulated knowledge from previous researches and this study is that Rögle BK:s work with CSR will be of a greater dignity later on, as more companies are getting more aware of the importance of sustainability.