International sponsorship campaigns in Finnish MNCs: a multiple case study

Abstract

Despite the increased commercial and academic interest in sponsorship, the knowledge of its utilization in the context of companies’ international operations remains rather limited. This study focuses on analyzing how Finnish MNCs plan and execute their international sponsorship campaigns and the factors that have an impact on this process. Based on the literature review, a theoretical framework is presented, suggesting that the stages and components of international sponsorship campaigns are 1) setting objectives 2) choosing the sponsorship target 3) forming a sponsorship portfolio 4) sponsorship implementation and 5) sponsorship evaluation. Moreover, it is proposed that standardization, adaptation and the corresponding internal and external contingencies that define the decision between the two, and the network approach to sponsorships have an impact on planning and executing the international sponsorship campaign.

The empirical part of the thesis uses the multiple-case study method, the data being collected through the usage of semi-structured interviews and secondary material, such as company releases from three Finnish MNCs. The empirical results indicate the relevance of all the stages of the sponsorship campaign highlighted in the literature. Furthermore, companies need to consider a number of factors when deciding what extent to standardize and adapt their international sponsorship campaigns. The relevance of the network approach to sponsorships is acknowledged, but it appears to be more applicable to companies with explicit characteristics.