Sponsoring is today a more common form for corporation in the trade of culture. This has led to a situation, in which companies and institutions of culture, must be more versed in Sponsorship. In this essay, we aim at understand and give an account for how the corporation, in a Sponsorship relationship might work.A Sponsorship relationship also means that a lot of knowledge is needed in other doctrines. The law aspect is one of these, which we also will concern in this essay, another aspect is the integrity of the culture.The main purpose with this essay is to find information, which might work recommendingly, for organizations that works with Sponsorship. Mainly we will considerate Sponsorship as a source for the financing of culture.In this essay we have discovered that sponsoring has become increasingly important for financing cultural activities, and a good corporation demands a great deal of commitment from both parties.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the Sponsorship view of the development of the brand, because of the Sponsorship power to help the association to build and strengthen the brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few Sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their Sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the Sponsorship partners.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the Sponsorship view of the development of the brand, because of the Sponsorship power to help the association to build and strengthen the brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few Sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their Sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the Sponsorship partners.

The purpose to this study is to find an understanding of the effects of how Sponsorship can affect companies and their business and at the same time get a better understanding of how Sponsorship is or can be used as a marketing tool in today?s marketing. By using a quality research method we have chosen to use a half structured research method to make it possible to find out how Sponsorship as a marketing tool can be used from a company perspective in relation to our chosen thesis. To enhance the readers understanding we describe the base of Sponsorship and principals for Sponsorship, after that describes a deeper perspective of Sponsorship, what Sponsorship is, and what factors are needed to be taken into consideration. Further on we illustrate the figure that later on will constitute the analysis with attributes like: association, exposure, relations and integrated communication.

Problem. Sponsorship has increased continuously during the 21st century, however, at the same time the public interest of traditional promotion has been diminishing. The meaning of Sponsorship is a very diffuse and therefore the concept needs to be investigated. Due to the multitude of Sponsorship and its impreciseness about its financial value, it is difficult to evaluate Sponsorship for companies, especially when there is a difficulty in choosing a decent method for evaluation.Purpose. The purpose of this thesis is to investigate the concept of Sponsorship, motives for Sponsorship and evaluation of Sponsorship according to the theory and give empirical examples of how these areas are being managed by companies.Method.

Time changes, so also in sport. The small venues become larger and more modernized. As stadiums grows, so also does Sponsorship and its popularity, around them. Is it enough as a sponsor only to expose yourself these days, or does the new times require more creativity to stand out from all the media?This work is done for Stadium AB in Norrköping, and treats questions such as; what type of sposnorcummunication that is proper to use around the soccer stadium, and if it is possible for new ideas in the future when Stadium is hosting a game? To answer these questions theory has been read about Sponsorship and data has been gathered through qualitative interviewswith soccer clubs and Sponsorship consultants.The work result shows that there are some general rules that the company should follow tosucceess when hosting a game.

This essay concerns Sponsorship of libraries within Sweden. It takes its starting-point in the libraries economical situation where resources are decreasing. The main purpose of the essay is to investigate how Sponsorship is used in public libraries. The main questions are:o Why are Sponsorships appealing to libraries? o What does the processes of sponsoring look like? o What are the possible risks concerning sponsor-ships ? could it endanger libraries democratic role? o How does library staff reflect on the role of libraries in contemporary society? In our study we chose to investigate the Sponsorship issue from the sponsored libraries perspective.

There are countless methods for companies to use as marketing tools and one method that has become more and more popular is sponsoring. Reasons for companies to use sponsoring as a marketing tool is to be exposed and associated in connection with the sponsored item. Companies also use Sponsorship to create relationships with the company's target audience. The use of Internet and Internet marketing has also increased during the last years and this paper examines the combination of these two areas, Sponsorship and Internet marketing. A survey that examines the websites owned by companies who also are sponsors, answers the following problem:How do companies communicate their Sponsorship on their own homepages?The purpose of this study is to describe how companies use their homepage to communicate their Sponsorship.

The purpose of this bachelor thesis is to study cultural Sponsorshipof cultural institutions and cultural events in some particular pointsof views. Namely, how do the Moderate party look at culturalSponsorship based on their motions and how these motions havebeen received by the Swedish parliament. The aim has beenbroken down into three questions. Firstly, how does the Moderateparty look at Sponsorship of cultural institutions and culturalevents based on their motions on the subject. Secondly, whatviews have been existed in parliament both in committee andplenary, against the motions? Thirdly, what are the most relatingparagraphs for the different material groups.

As public libraries in Sweden receive the bulk of their budget from local government funding, which has stayed static or, at best, seen small increases, libraries have been faced with inadequate resources with which to satisfy increasing expectations from users. As few libraries are over-funded in the first place, ways may have to be found to combat this situation. The aim of this Masters thesis is to examine alternative sources of funding for Swedish public libraries, and my main focus of interest is that of Sponsorship. The method used is a literature study combined with an empirical study, in which interviews were conducted with five persons each with long experience of working with public libraries. The literary study deals with the concept of Sponsorship, and the motivations for companies to sponsor are also examined.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through Sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the Sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

The aim of this Masters thesis is to examine the view of funding and Sponsorship of culture within Swedish governmental cultural policy. The main issue is to discover changes in attitude towards funding and Sponsorship of culture by comparing the discourse of cultural policy in the 1970s with the discourse of cultural policy in the 1990s. The theoretical and methological starting point is Ernesto Laclaus and Chantal Mouffes discourse theory. Another theoretical starting point is Danish cultural policy reasearcher Dorte Skot-Hansens theories of the development of cultural policy in the Nordic countries, and Norman Faircloughs, of critical discourse analysis, theory of the marketization of discourse. Four governmental cultural policy documents, two from the 1970s and two from the 1990s, are analysed through a model loosely based on Laclaus and Mouffes idea of nodalpoints and elements constituting a discourse.

Internet and convergence culture has changed the terms of the media landscape. When old media converge and new ones take form, questions about how these should be classified arise, which is accompanied by new challenges in terms of ethics and regulations. One of these newfound mediums is podcasting; an expanding auditive pull-medium available through streaming or downloading on the Internet.This study, which was conducted as a quantitative content analysis, examines the use of Sponsorship in four of the most popular Swedish podcasts. This was done as an attempt to understand how producers of a new and unregulated medium choose to go about presenting their sponsor, without having any ethical guidelines to follow. Traditional media is already regulated and have ethical guidelines, that for example regulate how to address a sponsor, but in the new and expanding world of podcasting there are no ethical rules and guidelines.Our study shows that the placements of the Sponsorship messages tend to vary and that there is very little consensus regarding how these podcasts choose to present their sponsor.

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is Sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

Syfte: Att identifiera de problem och/eller svårigheter som uppstått efter införandet av IAS 39 och dess krav på att finansiella instrument ska värderas till verkligt värde. Metod: Uppsatsen har genomförts med hjälpa av en induktiv metod. Primärdata har samlats in genom kvalitativa intervjuer. Sekundärdata består av facklitteratur och vetenskapliga artiklar. Teoretiska perspektiv: Teorin om det institutionella tänkandet har använts samt Streek & Schmitters modell.