Harald Sundgot Borgen

Sport Sponsorship: a Company Resource Harald Sundgot Borgen

The aim of the study was to investigate how the Norwegian sponsors of the FIS Nordic World Ski CHampionships in Oslo 2011 used the sponsorship as a resource to reach external and internal objectives. By using dat analyses, interviews and observation the goal was to determine: motivation for becoming sponsor of the event, sponsorship objectives, the different ways the sponsors would activate their sponsorship, and finaly how the sponsors planned to evaluate their sponsorship and Return on Investment. The study uncovers various ways the sponsorship of an event can be used as a company resource. The book will provide the reader with useful information as to how a sponsorship can be activated and used to reach internal and external objectives for a company.