Planning Process of Sports Sponsoring

Manfred Bruhn () and Peter Rohlmann ()
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Manfred Bruhn: Universität Basel
Peter Rohlmann: PR MARKETING

Chapter Chapter 3 in Sports Sponsoring, 2024, pp 127-155 from Springer

Abstract: Abstract Sports sponsoring has developed since the 1980s into a communication tool that has increasingly emancipated itself compared to other tools of corporate and marketing communication and has become a significant economic factor in the sports market. The demonstrated forms of sports sponsoring illustrate that there is also an increasing differentiation in sponsorings, which are increasingly undergoing a systematic decision-making process. An extensive case study of Novartis vividly illustrates the associated processes and procedures.

Date: 2024
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DOI: 10.1007/978-3-658-44171-5_3

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