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Analyse der Auswirkungen von Sponsoring auf den Erfolg von Unternehmen

  • The primary purpose of this thesis is to gain a deeper understanding of how factors influence sport sponsorship, especially in football. In order to fulfill this purpose the thesis identifies, describes and tries to explain sponsorship in general as a non-classical communication instrument, the selection of sponsorship objects, companies´ objectives of sport sponsorship activities. In addition, the thesis considers companies´ planning process of sport sponsorship and finally, an identification of several factors, which may have an impact on sport sponsorship. Two examples of application of a company in the telecommunication industry and of a company in the automobile industry are pointed out, where the aspects of sponsorship of the German Fußball Bundesliga respectively the German national team, are studied. The paper makes use of studies which shows how respondents remembered sponsorship activities. It is possible to conclude from the thesis that many factors will have an effect on sport sponsorship. The paper demonstrates that image, memorizing, duration and the fit between sponsor and event or sponsor and sponsee are relevant criteria. Finally, the thesis summarizes the results and outlines of the possible future of football sponsorship.

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Author:Myriam Kristin Heß
Advisor:Marc Peter Radke
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing