Overview
- Provides basic knowledge ("basics") for the professionalization of sports sponsoring
- Outlines the special features, strategies and use of marketing instruments in sports sponsorship
- Numerous examples and practical suggestions for sports stakeholders and companies
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About this book
This book provides basic knowledge and understanding for successful sports sponsorship. The structure of the book is based on the individual phases of analysis, planning, implementation and monitoring of sponsorship concepts. The planning process with its individual phases is presented as an introduction to the classification of sponsorship as an element of sports marketing and the various forms of sports sponsorship. Building on this, the situation analysis, target definition, target group planning, strategic orientation, budgeting, selection of sponsorships, integration into the communication and sponsorship mix, design of sponsorships, success control, legal aspects, services of sports agencies and trends in the use of sports sponsorship are the subject of detailed treatment. In a concluding chapter, the 2022 FIFA World Cup is used as an opportunity to highlight the critical points of contention in the discussion about sports sponsorship of major events. The question of conclusions for future sporting events is also raised.
In order to not only propagate a tangible practical relevance, but to have it underpinned by experts, the authors have agreed to cooperate with the sponsorship association S20 - The Sponsors' Voice with regard to the inclusion of case studies in the book. Swiss companies also took part in the case studies. Numerous examples - such as Allianz SE, Bell Food Group AG, Deutsche Kreditbank AG (DKB), Deutsche Telekom AG, HypoVereinsbank/UniCredit Bank AG, ING Deutschland, Mercedes-Benz AG, Novartis International AG, Penny Markt GmbH (REWE Group), Raiffeisen Schweiz, Viessmann Climate Solutions SE, Warsteiner Brauerei Haus Cramer KG - illustrate what successful sports sponsorship can look like and provide concrete suggestions for its implementation in everyday life.
Keywords
Table of contents (15 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the authors
Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel, Switzerland).
Dr. Peter Rohlmann is the owner of PR MARKETING, a consulting agency in strategic policy issues, especially sports business, in Rheine/Münsterland (Germany).
Bibliographic Information
Book Title: Sports Sponsoring
Book Subtitle: Requirements and Practical Examples for Successful Partnerships
Authors: Manfred Bruhn, Peter Rohlmann
DOI: https://doi.org/10.1007/978-3-658-44171-5
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2024
Hardcover ISBN: 978-3-658-44170-8Published: 04 June 2024
Softcover ISBN: 978-3-658-44173-9Due: 05 July 2024
eBook ISBN: 978-3-658-44171-5Published: 03 June 2024
Edition Number: 1
Number of Pages: XXIII, 553
Number of Illustrations: 2 b/w illustrations, 256 illustrations in colour
Topics: Marketing, Business Finance