Date: 22/01/12
Level: Bachelor Thesis in Business Administration, 15 cr
Institution: School of Business, Society and Engineering, Mälardalen University
Authors: Amelia Seeholm Sohrab Haidari Viktor Nilsson
(95/11/02) (93/01/08) (96/02/26)
Title: The relationship between sports marketing and consumer purchase intention.
Supervisor: Noushan Memar
Keywords: Sports Marketing, Strategic Alliances, Consumer Purchase Intent,
Marketing Funnel
Research Question: What generates a positive attitude in the consumers towards brands at
sponsored events?
Purpose: Explore the sports marketing at sponsoring events and investigating whether the
result of strategic alliances such as sponsorship activities at events are leading the
consumer of the event into becoming consumers of the companies’ brands.
Method: Quantitative, deductive approach, cross tabulation analysis
Conclusion: Companies could generate a positive attitude towards their brand through
sponsorship and sports marketing.
2022. , p. 75