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[{"key": "dc.contributor.author", "value": "Heino, Jere", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-03-07T06:32:46Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-03-07T06:32:46Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/85788", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena oli selvitt\u00e4\u00e4 urheilusponsoroinnin merkityksi\u00e4 suomalaisten yksil\u00f6urheilijoiden itsetuntoon. Tarkempana tavoitteena oli saada tietoa mink\u00e4laiset tekij\u00e4t urheilusponsoroinnissa ovat olleet merkityksellisi\u00e4 urheilijoiden itsetunnon kannalta. Lis\u00e4ksi urheilijoiden kokemuksia onnistuneiden tai ep\u00e4onnistuneiden sponsorointisopimuksien merkityksest\u00e4 itsetuntoon tarkasteltiin tutkimuksessa. \n\nTutkimus toteutettiin kvalitatiivisella eli laadullisella tutkimusmenetelm\u00e4ll\u00e4, jossa k\u00e4ytettiin puolistrukturoitua teemahaastattelua. Aineisto koostui nelj\u00e4st\u00e4 OKM apuraha urheilijasta, joiden lajit olivat: uinti, judo, yleisurheilu ja painonnosto. Keskim\u00e4\u00e4r\u00e4inen haastattelun pituus oli 40 minuuttia (31-53min) ja litteroitua aineistoa haastatteluista muodostui yhteens\u00e4 47 sivua. Tutkimuksessa k\u00e4ytettiin teoriasidonnaista sis\u00e4ll\u00f6nanalyysimenetelm\u00e4\u00e4 ja fenomenologis-hermeneuttista tutkimusotetta, jonka avulla tutkittavien henkil\u00f6iden kokemukset olivat keski\u00f6ss\u00e4. \n\nTutkimus osoitti, ett\u00e4 urheilusponsoroinnissa esiintyvi\u00e4 tekij\u00f6it\u00e4 voidaan pit\u00e4\u00e4 urheilijoiden keskuudessa itsetunnon kannalta merkityksellisin\u00e4. Itsetuntoa kohottavina tekij\u00f6in\u00e4 korostuivat yhteisty\u00f6n jatkuvuus sek\u00e4 yrityksen tuki, kiinnostus ja l\u00e4hestyminen urheilijoita kohtaan. Tutkimuksessa ilmeni my\u00f6s muita urheilijoiden itsetunnon kannalta positiivisia tekij\u00f6it\u00e4. Itsetunnon kannalta negatiivisia tekij\u00f6it\u00e4 tutkimuksessa havaittiin menestysriippuvaisuus, sosiaalisen median vaatimukset, itsens\u00e4 markkinointi, arvomaailmasta luopuminen ja yrityksen kiinnostuksen puute. Sponsorien hakuprosessissa korostuivat niin onnistumiset uusien yhteisty\u00f6sopimusten johdosta, kuin pettymykset hyl\u00e4ttyjen yhteisty\u00f6sopimusten osalta. Tutkimukseen osallistuneet urheilijat olivat eri lajien edustajia ja hyvin eri vaiheissa omaa urheilu-uraansa, mutta heill\u00e4 oli monesti samanlaisia kokemuksia urheilusponsoroinnista. Kirjallisuudesta voitiin havaita tutkimuksen tuloksia tukevaa aineistoa, mutta my\u00f6s riste\u00e4vi\u00e4 tuloksia saatiin.\n\nTutkimuksen johtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan painottaa urheilusponsoroinnin molemminpuolisen yhteisty\u00f6n merkityst\u00e4. Toimivat yhteisty\u00f6sopimukset ovat olleet merkitt\u00e4vin\u00e4 tekij\u00f6in\u00e4 urheilijoiden uralla ja tukeneet heid\u00e4n itsetuntoaan uran eri vaiheissa. Urheilusponsorointi n\u00e4htiin urheilijoiden uran jatkuvuuden kannalta t\u00e4rke\u00e4n\u00e4 tekij\u00e4n\u00e4. Vaikka urheilusponsoroinnissa esiintyi my\u00f6s negatiivisia tekij\u00f6it\u00e4, n\u00e4htiin se silti p\u00e4\u00e4asiallisesti positiivisena ja t\u00e4rke\u00e4n\u00e4 urheilu-uran osa-alueena.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this master's thesis was to determine the meanings of sports sponsorship on the self-esteem of the Finnish individual athletes. The more specific goal was to identify factors in sports sponsorship that are relevant for the athletes\u2019 self-esteem. In addition, the athletes' experiences of the importance of successful or unsuccessful sponsorship contracts to their self-esteem were examined in the study.\n\nThe research was conducted by using a qualitative research method, which included a semi-structured thematic interview. The data consisted of four MEC grant athletes whose sports were: swimming, judo, athletics and weightlifting. The average length of the interview was 40 minutes (range from 31 to 53 minutes) and the transcribed material from the interviews consisted of a total of 47 pages. The research used a theory-bound content analysis method and a phenomenological-hermeneutic research approach, which focused on the experiences of the athletes interviewed in this study.\n\nThe study showed that certain factors present in sports sponsorship can be considered relevant in terms of the athletes\u2019 self-esteem. Factors that were found to support athletes\u2019 self-esteem were continuity of cooperation as well as companies support, interest and approach towards athletes. The study also found other positive factors affecting athletes\u2019 self-esteem. In terms of self-esteem, identified negative factors in the study were: expectations of success, demands of social media, self-marketing, giving up own values and lack of interest from the company. In the sponsorship application process, both success due to new cooperation agreements and disappointments regarding rejected cooperation agreements were emphasized. The athletes who participated in the study were representatives of different sports and at very different stages of their own sports careers, but they often had similar experiences about sports sponsorship. Supporting the results could be found in the previous literature, but conflicting results were also obtained.\n\nAs the conclusion for this study the importance of mutual cooperation in sports sponsorship can be emphasized. Effective sponsorship agreements have been significant factors in the careers of athletes and supported their self-esteem at different stages of their careers. Sports sponsorship was seen as an important factor for the continuity of athletes' careers. Even though there were negative factors in sports sponsorship, nevertheless it could be mainly seen as positive and important factor in athlete\u2019s career.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-03-07T06:32:46Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-03-07T06:32:46Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "97", "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": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "OKM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilija-apuraha", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilusponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "merkitykset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Valmennus- ja harjoitteluapuraha (OKM) : yksil\u00f6urheilijoiden kokemuksia sponsoroinnin merkityksist\u00e4 itsetuntoon", "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-202303072045", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "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.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": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Liikuntapedagogiikka", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Physical Education Teacher Education", "language": "en", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "502", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilijat", "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": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "itsetunto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "huippu-urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kokemukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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