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Sponsorship research |
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Research to sponsorship is being performed at the moment by Maarten Lammers. He's doing this as his graduation internship of the master Science & Business Management at Utrecht University. The research will finally result in a masters thesis, besides of several outputs for internal Incubate usage.
Sponsorship is one of the most important income generators of the cultural sector, but also for the sports and other non-direct commercial entities. Private parties donate money or in-kind for cultural and sport events already for ages, both without any return and as a marketing tool. However, in the past decennia companies more and more start to implement sponsorship as an important marketing tool in their business model. In times of increasing competition for both the sponsors and the sponsees the marketing tool of sponsorship is getting to a higher level to stay in advance of their competitors. Sponsorship evolves in a professional entity which can be seen as a long-term co-marketing alliance where the sponsor and the sponsee both invest in a structural relationship to gain maximum result. A case study will be done at the current sponsor deals of the Tilburg, Netherlands, based independent culture festival Incubate. In this case study will be looked into the development new sponsorship model.
See the attachment for the research proposal written at the start of the internship.
The thesis will be written at Social Festival Model. Any comment is welcome.
Sponsorship is one of the most important income generators of the cultural sector, but also for the sports and other non-direct commercial entities. Private parties donate money or in-kind for cultural and sport events already for ages, both without any return and as a marketing tool. However, in the past decennia companies more and more start to implement sponsorship as an important marketing tool in their business model. In times of increasing competition for both the sponsors and the sponsees the marketing tool of sponsorship is getting to a higher level to stay in advance of their competitors. Sponsorship evolves in a professional entity which can be seen as a long-term co-marketing alliance where the sponsor and the sponsee both invest in a structural relationship to gain maximum result. A case study will be done at the current sponsor deals of the Tilburg, Netherlands, based independent culture festival Incubate. In this case study will be looked into the development new sponsorship model.
See the attachment for the research proposal written at the start of the internship.
The thesis will be written at Social Festival Model. Any comment is welcome.
