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Budgeting of Sports Sponsoring

In: Sports Sponsoring

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

Engagement in sports sponsoring often involves a significant financial commitment. This not only refers to the agreed funds for the sponsored party, but also to the costs that the sponsor has to incur to achieve the desired effects. These are costs that are not always precisely calculated and where the sponsor can quickly face a situation that arises when entering into a planned commitment too carelessly: The budget is not sufficient, savings must be made, success is only partially or difficult to measure, and often other departments such as sales, personnel or production complain about disproportionate marketing costs. Starting the activities without a well-planned sponsoring budget and promising goals does not correspond to professional planning. This chapter provides the necessary guidance for calculating and budgeting sports sponsoring.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2024. "Budgeting of Sports Sponsoring," Springer Books, in: Sports Sponsoring, chapter 0, pages 257-275, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-44171-5_7
    DOI: 10.1007/978-3-658-44171-5_7
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