IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-44171-5_2.html
   My bibliography  Save this book chapter

Forms of Sports Sponsoring

In: Sports Sponsoring

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

Sports is an event that is associated with a multitude of emotions for both active athletes and spectators of sporting events. Companies try to use this emotional environment to achieve communication policy targets through a sponsoring appearance. The focus of these efforts is the transfer of various image components of sports to the company or a brand and the achievement of specific target groups. In addition, more and more companies are using their activities in sports sponsoring to carry out targeted customer care, promote customer loyalty, and create additional value. In addition to the detailed case study of ING Bank and Allianz, there are further practical examples of the German Olympic Sports Confederation, Football World Cups, the Football Bundesliga and Olympic Games, various clubs (e.g. Bayern Munich, Borussia Dortmund, VfL Bochum, Hertha BSC, Schalke 04, VfB Stuttgart), some individual athletes (including Roger Federer, Lionel Messi, Dirk Nowitzki) and other sponsoring actors such as Adidas, Audi, Hugo Boss, Deutsche Bahn, DKB, Mercedes-Benz and others.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2024. "Forms of Sports Sponsoring," Springer Books, in: Sports Sponsoring, chapter 0, pages 59-125, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-44171-5_2
    DOI: 10.1007/978-3-658-44171-5_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-44171-5_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.