The Untold Story of the Sponsee - A Study of the Sponsorship Strategy of Swedish Elite Football Clubs
Thesis purpose: This study aims to establish an understanding of the sponsee sponsorship strategy, with the purpose of expanding on the academic understanding and narrowing the identified research gap. Methodology: A qualitative study through semi-structured interviews with Swedish elite football clubs was conducted to answer how the sponsee strategically engage in sponsorships. A qualitative re