Communication Topics in Sports Marketing

Manfred Bruhn () and Peter Rohlmann ()
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Manfred Bruhn: University of Basel
Peter Rohlmann: PR MARKETING

Chapter Chapter 6 in Sports Marketing, 2023, pp 59-66 from Springer

Abstract: Abstract This chapter deals with communication policy in sports marketing. From the perspective of the marketer or the sponsored party, sponsoring is a marketing tool, from the perspective of the company or the sponsor, a communication tool alongside other marketing and corporate communication tools. When it comes to communication in sports marketing, on the one hand, the means and ways of sports actors to address/establish contact and maintain contact with their stakeholders are of great importance, on the other hand, how sponsoring organizations implement their use of communication rights so that a successful cooperation actually results from the partnership agreement. The basis for this is the consideration of the possibilities of communication and advertising rights in sports marketing. This applies to sports marketing and sports sponsorship alike. Particular attention is paid to the perspective of sports sponsorship from a corporate perspective in order to clearly recognize the perspective of the partner.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39122-5_6

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DOI: 10.1007/978-3-658-39122-5_6

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