A comparative investigation into the corporate sponsorship strategies of two national sports bodies in Wales – a case study of the Welsh Rugby Union and the Football Association of Wales
Cardiff Metropolitan University
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The aim of the research project was to identify the corporate sponsorship strategies used by two sports bodies in Wales, and how these strategies are used to retain existing sponsors, but also to attract new business partnerships. Specific focus was given to the Welsh Rugby Union, and the Football Association of Wales in order to explore comparisons in strategies across two different sports bodies. To effectively fulfil the aim research project, the student set specific objectives in order to provide structure and purpose to the primary and secondary data that was to be collected. Primary data was collected in the form of a qualitative research method, and included interviews with sponsorship managers within the Welsh Rugby Union and the Football Association of Wales, as well as focus groups with participants who had previously been event attendees at any WRU or FAW sports events. Secondary research was used as a method of critically analysing the current literature surrounding the research topic using academic textbooks, journals and databases. The qualitative research results were presented in the form of thematic analysis to identify to re-occurring themes that emerged from both the interviews and the focus groups. From both the primary and secondary research, the student was able to provide a conclusion for the overall outcome of the research and identify the similarities and differences of the corporate strategies within each sports body
BA (Hons) Event Management
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