The Significance of Sponsorship as a
Marketing Tool in Sport Events
Oladunni Roselyn Abiodun
Degree Programme: International Business
Author: Oladunni Roselyn Abiodun
Title: The significance of sponsorship as a marketing tool in sport
Supervisor (Arcada): Sveinn Eldon
Commissioned by: -
Sports sponsorship is a marketing tool that is frequently used by companies to reach a
wide audience on a global basis so as to be placed higher than their competitors and to
create awareness as well as make a higher profit margin. Through this platform, specific
target audience alongside potential customers are reached as it able to penetrate through
quite effectively in the promotional mix and as such, is a significant method being used
by many organisations.
The aim of this thesis was to gain a deeper understanding of how companies use
sponsorship in sport events as a strategic tool in their marketing program. In order to
achieve this purpose, the thesis describes and explains companies objectives with sport
sponsorship, the threats being encountered by its usage and the reasons why companies
decide to sponsor.
The theory of the thesis was collected from various sponsorship literatures that included
both books and article journals. Additional information was obtained from marketing and
The empirical study was conducted by interviews. A company’s personnel, the city of
Helsinki event office. Interview questions were based on the theory used in the project
and the interviews provided information on the reasons why companies decide to go into
sponsorship agreement with a sport event.
The findings showed that companies are not too keen on taking risks unnecessarily and
are willing to sponsor various target segments because of the good image and a wider
The conclusions were based on the...