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[{"key": "dc.contributor.author", "value": "Rapola, Juha", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-08-22T11:51:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-08-22T11:51:14Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/65274", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsorointi on elint\u00e4rke\u00e4 tulonl\u00e4hde useimmille urheiluorganisaatioille.\nSponsorointi on siirtynyt jatkuvasti enemm\u00e4n kohti yhteisty\u00f6suhdetta, jossa\nsponsoroinnin arvo luodaan yhteisty\u00f6n\u00e4. Sponsorointitulojen takaamiseksi\nmy\u00f6s tulevaisuudessa, urheiluorganisaatioiden t\u00e4ytyy kehitt\u00e4\u00e4 ja uusia tapoja\nsponsoroinnin arvon kasvattamiseksi. Teknologian ja digitaalisen median kehitys tarjoaa sponsoreille ja sponsoroiduille organisaatioille jatkuvasti uusia\nmahdollisuuksia sponsoroinnin hy\u00f6dynt\u00e4miseksi. Sponsoroinnin tehokas hy\u00f6dynt\u00e4minen vaatii sponsoreilta tarkkaan suunniteltuja tavoitteita sek\u00e4 ymm\u00e4rryst\u00e4 digitaalisen median kanavista. T\u00e4m\u00e4n tutkimuksen tarkoituksena oli\ntuottaa tietoa, jota voidaan hy\u00f6dynt\u00e4\u00e4 sponsoroinnin kehitt\u00e4miseksi ja auttaa\nurheiluorganisaatioita kasvattamaan sponsoroinnin arvoa. T\u00e4st\u00e4 syyst\u00e4 tutkimuksessa selvitettiin sponsoreiden sponsoroinnille asettamia odotuksia ja tavoitteita. Lis\u00e4ksi tutkimuksen avulla pyrittiin tuottamaan tietoa sponsoreiden\nn\u00e4kemyksist\u00e4 digitaalisen median mahdollisuuksista sponsoroinnille sek\u00e4 t\u00e4m\u00e4nhetkisi\u00e4 digitaalisen median hy\u00f6dynt\u00e4misen tapoja sponsoroinnissa. Tutkimuksen tulokset perustuvat kuuteen Liiga Oy:n sponsoreille toteutettuun\nhaastatteluun. Tulokset osoittivat, ett\u00e4 sponsoreiden odotukset ja tavoitteet\nolivat yleisesti melko pinnallisella tasolla ja sponsoroinnin p\u00e4\u00e4tavoitteena pidettiin yrityksen n\u00e4kyvyyden lis\u00e4\u00e4mist\u00e4. Kaikki sponsorit pitiv\u00e4t digitaalista\nmediaa ja digitaalisen markkinoinnin mahdollisuuksia eritt\u00e4in t\u00e4rkein\u00e4, mutta\ndigitaalisen median hy\u00f6dynt\u00e4misen edistyneisyys vaihteli yritysten v\u00e4lill\u00e4\nhuomattavasti. Resurssien puutos koettiin useissa yrityksiss\u00e4 suurimmaksi\nhaasteeksi sponsoroinnille. Tulevaisuudessa sponsoroidut organisaatiot voisivat pyrki\u00e4 informoimaan sponsoreita erilaisista hy\u00f6dynt\u00e4mismahdollisuuksista. Yhteiset suunnittelutapaamiset ja yhteisty\u00f6 hy\u00f6dynt\u00e4mistoimissa voisi kasvattaa sponsoroinnin arvoa molemmille osapuolille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sport sponsorship is an essential source of revenue for professional sport organizations. The nature of the sponsorship relationship has shifted towards a collaborative approach where both parties are expected to provide value for the relationship. To be able to attract sponsorship investments in the future, sponsored organizations need to develop ways to provide more value to the sponsoring organizations. Technological developments and the emergence of digital media provides various new opportunities for sponsors and sponsoring companies. Effective leveraging of sponsorship requires developing specific sponsorship objectives and understanding the nature of new digital outlets. The purpose of this study was set out to provide information that would help to develop sponsorship relationships and help organizations to increase the value of the sponsorships. Thus, this research set out to explore the expectations and objectives of the sponsoring companies for their sponsorship. Additionally this study aimed to acquire information sponsors\u2019 perceptions and utilization of digital media. The study was conducted by interviewing six sponsor companies of Liiga Oy. The results showed that the expectations and objectives of the sponsorship were relatively superficial and the main objective of sponsorship was often limited to increasing brand exposure and visibility. Sponsors perceived digital media and digital marketing opportunities as very important for sponsorship. However, the sophistication in the utilization of digital media varied significantly between organizations. The lack of human and financial resources were identified as the most significant challenges in their sponsorships. In the future, sponsored organizations could educate sponsoring companies about the possible ways to leverage the sponsorship more effectively. Joint planning sessions and increasing collaboration in leveraging activities could provide significant value for both parties in the sponsorship relationship.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-08-22T11:51:14Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-08-22T11:51:14Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "sport sponsorship", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Expectations, objectives and use of digital marketing in Finnish ice hockey sponsorship - Case Liiga Oy", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201908223876", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikunnan yhteiskuntatieteet", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Social Sciences of Sport", "language": "", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "5032", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorship", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "social media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": 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