Publicação
Examining the drivers of women´s football sponsorship. An examination of the German football market
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Brinca, Pedro | |
| dc.contributor.advisor | Biscaia, Rui | |
| dc.contributor.author | Schlipf, Jale | |
| dc.date.accessioned | 2024-12-02T09:22:44Z | |
| dc.date.available | 2024-12-02T09:22:44Z | |
| dc.date.issued | 2024-01-26 | |
| dc.date.submitted | 2023-05-17 | |
| dc.description.abstract | Sports sponsorship in football is crucial in providing financial support to sports entities in return for advertising opportunities and brand exposure. However, women's football still faces challenges in terms of relevance and accessibility. This study utilizes interviews with sponsor ship market experts and football fans to explore the potential benefits and challenges of spon sorships in women's football in Germany, and effective ways for firms to leverage them. Anal ysis categorizes statements into investment benefits, effective utilization, challenges, and fan perceptions. Results suggest investing in women's football can yield positive attributes and achieve marketing objectives on a lower budget. The study highlights the growing market of women's football in Germany and calls for further research in this area. | pt_PT |
| dc.identifier.tid | 203680065 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176088 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Sponsorship | pt_PT |
| dc.subject | Sports sponsorship | pt_PT |
| dc.subject | Women´s football | pt_PT |
| dc.subject | Sponsorship objectives | pt_PT |
| dc.subject | Sponsorship awareness | pt_PT |
| dc.title | Examining the drivers of women´s football sponsorship. An examination of the German football market | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management, from the Nova School of Business and Economics. | pt_PT |