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Integration des Sportsponsoring in die Marketing- und Unternehmenskommunikation

In: Sportsponsoring

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

Zusammenfassung Neben der Planung der Einzelmaßnahmen besteht ein Hauptanliegen des Sponsoringplaners darin, eine Integration der Sportsponsoringstrategie in die Kommunikations- und Marketingstrategie zu erreichen. Nur bei einer strategischen und operativen Verklammerung der verschiedenen Kommunikationsinstrumente lassen sich Synergiewirkungen erzielen. Insbesondere der Einsatz von Sportsponsoring bietet vielfältige Möglichkeiten einer systematischen Vernetzung mit weiteren Instrumenten der Marketing- und Unternehmenskommunikation. Dies macht es erforderlich, die Möglichkeiten der Integration im Einzelnen zu prüfen und verschiedene Abstimmungen in der Marketing- und Unternehmenskommunikation vorzunehmen. Dies wird neben der ausführlichen Fallstudie der Deutschen Telekom auch an weiteren Firmenbeispielen wie ABB, BMW, Coca-Cola, Commerzbank, Mercedes-Benz, Milka u. a. deutlich.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2024. "Integration des Sportsponsoring in die Marketing- und Unternehmenskommunikation," Springer Books, in: Sportsponsoring, chapter 9, pages 291-322, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41562-4_9
    DOI: 10.1007/978-3-658-41562-4_9
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