Trends in the Use of Sports Sponsoring

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

Chapter Chapter 14 in Sports Sponsoring, 2024, pp 445-484 from Springer

Abstract: Abstract The framework conditions of recent years have repeatedly made it clear how quickly changes in the environment and new topics arise that have a high impact on sports sponsoring activities. These and other topics, which have also been confirmed in a Delphi study, become relevant at different levels and must be taken into account in their entirety in future sponsoring decisions. Corresponding developments and trends are viewed from the perspective of the sponsoring participants, i.e., trends from the perspective of sports, companies, media, and agencies. In addition, trends among so-called “Sponvestors” are highlighted when companies engage as both investors and sponsors in sports. Concrete examples from sports clubs (FC St. Pauli, 1. FC Köln) and companies (Deutsche Telekom) as well as case studies from Viessmann and Red Bull illustrate the explanations.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44171-5_14

Ordering information: This item can be ordered from
http://www.springer.com/9783658441715

DOI: 10.1007/978-3-658-44171-5_14

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().