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[{"key": "dc.contributor.advisor", "value": "Itkonen, Hannu.", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Salmij\u00e4rvi, Salla", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-04-07T14:14:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-04-07T14:14:08Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1525337", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/49283", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Salmij\u00e4rvi, S. 2016. Taitoluistelu mahdollisena sponsoroinnin kohteena. Liikuntakasvatuksen \nlaitos, Jyv\u00e4skyl\u00e4n yliopisto, liikunnan yhteiskuntatieteiden pro gradu -tutkielma, 115 s., 1 \nliite.\n\nTutkielmassa tarkasteltiin urheilun sponsorointia yhden lajin, taitoluistelun, n\u00e4k\u00f6kulmasta. \nTutkielmassa selvitettiin, millainen mahdollinen sponsoroinnin kohde taitoluistelu on ja \nmiksi. Tavoitteena oli tuottaa urheilusponsorointiin liittyv\u00e4\u00e4 tieteellist\u00e4 tietoa uudenlaisesta n\u00e4k\u00f6kulmasta ja tarjota samalla Suomen Taitoluisteluliitto ry:lle hy\u00f6dyllinen katsaus taitoluistelun tilanteeseen.\n \nTutkielmassa perehdyttiin aiempaan kirjallisuuteen niin sponsoroinnin kuin taitoluistelunkin \nosalta sek\u00e4 selvitettiin, mik\u00e4 aiemman tutkimuksen mukaan tekee sponsoroinnin kohteesta \nsopivan. Tutkielman empiirinen osuus toteutettiin laadullisena haastattelututkimuksena. \nHaastatteluihin valittiin kahdeksan yrityst\u00e4, joilla oletettiin olevan samansuuntainen kohderyhm\u00e4 taitoluistelun kanssa ja joiden n\u00e4htiin n\u00e4in olevan lajin potentiaalisia sponsoreita. Yrityksilt\u00e4 tiedusteltiin yleisesti sponsoroinnin merkityst\u00e4 ja tavoitteita sek\u00e4 ajatuksia taitoluistelusta. P\u00e4\u00e4asiallisena teht\u00e4v\u00e4n\u00e4 oli ker\u00e4t\u00e4 tietoa siit\u00e4, kuinka taitoluistelu mahdollisena kohteena vastaa heid\u00e4n tavoitteisiinsa. \n\nTutkimuksen perusteella taitoluistelu on imagonsa puolesta sopiva sponsoroinnin kohde, \nmutta sen n\u00e4kyvyys ei riit\u00e4 vastaamaan yritysten tarpeisiin. Lajin uusien sukupolvien \ntuntemus on heikkoa, eik\u00e4 lajin uskota tavoittavan riitt\u00e4v\u00e4n suuria massoja. Taitoluistelun \ntavoittamia kohderyhmi\u00e4 ei tiedet\u00e4 riitt\u00e4v\u00e4n tarkasti. K\u00e4yt\u00e4nn\u00f6n mahdollisuuksien osalta \ntaitoluistelu n\u00e4hd\u00e4\u00e4n positiivisessa valossa, mutta konkreettisen yhteisty\u00f6n sis\u00e4ll\u00f6n \nsuunnittelussa tarvitaan lajin edustajien aktiivista otetta.\n \nKokonaisuudessa taitoluistelulla on viel\u00e4 kehitett\u00e4v\u00e4\u00e4 ollakseen monipuolisesti sopiva spon-\nsoroinnin kohde. Lis\u00e4ksi jokaisella yrityksell\u00e4 on omanlaisensa tavoitteet sponsoroinnin \nsuhteen, mik\u00e4 on otettava huomioon yhteisty\u00f6n sis\u00e4lt\u00f6j\u00e4 suunniteltaessa. Hy\u00f6dynt\u00e4m\u00e4ll\u00e4 esiin \nnousseita vahvuuksia ja kehitt\u00e4m\u00e4ll\u00e4 heikkouksia mahdollisuuksien mukaan on taitoluistelulla \nhyv\u00e4t edellytykset viel\u00e4 paremmaksi sponsoroinnin kohteeksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Salmij\u00e4rvi, S. 2016. Figure skating as a possible sponsee. Department of Spot Sciences, \nUniversity of Jyv\u00e4skyl\u00e4, Master\u2019s thesis in Social Sciences of Sport, 115 p., 1 appendix.\n \nThis study concentrates on sports sponsorship from a perspective of figure skating. The \npurpose of this study was to figure out, what kind of possible sponsee figure skating is in \nsponsorship and why. The study aimed to produce academic information from a new \nperspective and offer useful knowledge about figure skating to Finnish Figure Skating \nAssociation. \n\nThe theoretical background of this study was based on previous literature of sponsorship and \nfigure skating and the aim was to figure out, what makes sport or other party a good sponsee. The empirical part was conducted as a qualitative research with interviews. As the \ninterviewees it was chosen eight companies, which were supposed to have similar target \naudience as figure skating has and so assumed to be potential sponsors of the sport. The \ncompanies were asked about the meaning and objectives of sponsoring and thoughts about \nfigure skating. The main aim was to gather information about how well figure skating as a \npossible sponsee corresponds to the objectives of the companies. \n\nResults of this study revealed that figure skating is a convenient sponsee by its image, but its visibility does not apply to the needs of companies. Potential sponsors think that figure skating reaches too small amount of people and recognition of the new generation within the sport is weak. Companies do not have precise knowledge of the target audiences of figure skating. In terms of practical opportunities figure skating as a sponsorship partner is seen in positive light, but active actions from the actors within the sport are needed for planning the concrete content of sponsorship. \n\nAs a whole figure skating still has steps to take in order to be a diversely convenient sponsee. \nIn addition, every company has its own objectives in sponsoring, which must be taken in to \naccount when planning contents of sponsorship. By utilizing strengths appeared and turning \nweaknesses as opportunities figure skating has good prerequisitions for being even better \npartner in sponsorship.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Salla Salmij\u00e4rvi (sapasalm) on 2016-04-07 14:14:07.590168. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). 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"value": "urheilu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "taitoluistelu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteisty\u00f6", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sponsorship", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sports", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "figure skating", "language": null, "element": "subject", "qualifier": 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