Sports Sponsoring Requirements and Practical Examples for Successful Partnerships
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- Hardcover ausgewählt
- Taschenbuch
- eBook
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Sprache:Englisch
123,99 €
UVP
139,09 €
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
04.06.2024
Abbildungen
XXIII, 553 p. 258 illus., 256 illus. in color.
Verlag
Springer Fachmedien Wiesbaden GmbHSeitenzahl
553
Maße (L/B/H)
24,6/17,3/3,5 cm
Gewicht
1253 g
Originaltitel
SportsponsoringSprache
Englisch
ISBN
978-3-658-44170-8
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.
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