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Selection of Engagements in Sports Sponsoring

In: Sports Sponsoring

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

The selection of Sponsoringssports sponsoringSelection of sports sponsorings in sports sponsoring is both a strategic and a tactical decision. Initially, a strategic process of rough selection of sports is described, in which connection lines to the product, to the target group, and to the desired image are sought according to the affinity concept. The fine selection involves the choice of specific sponsorings in sports. For this decision, the company provides selection criteria, which are often also documented in guidelines and principles. The chapter includes a case study of Mercedes-Benz on the termination of the sponsoring with the DFB, as well as numerous practical examples from the companies Homeday, Deutsche Telekom, AOK, Skinfit, Gazprom, Rewe, and the IOC.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2024. "Selection of Engagements in Sports Sponsoring," Springer Books, in: Sports Sponsoring, chapter 0, pages 277-305, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-44171-5_8
    DOI: 10.1007/978-3-658-44171-5_8
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