Sports Sponsoring : Requirements and Practical Examples for Successful Partnerships

• Autore: Bruhn Manfred
• Pubblicazione: Wiesbaden : , : Springer Vieweg. in Springer Fachmedien Wiesbaden GmbH, , 2024; ©2024
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (563 pages)
• Altri autori: RohlmannPeter
• Nota di contenuto: Intro -- Preface -- Acknowledgment -- Contents -- List of Figures -- 1 Sponsoring as an Element of Sports Marketing -- Abstract -- 1.1 Concept of Sponsoring and Distinctions -- 1.2 Development Phases of Sponsoring in Practice and Science -- Development of sponsoring in practice -- Development of Sponsoring in Science -- 1.3 Structure of the Sponsoring Market -- 1.4 Importance of Sponsoring Rights (incl. Case Study Raiffeisen Switzerland) -- Case Study Raiffeisen Switzerland-digital and sales-oriented sponsoring activation in sports -- Review and Initial Situation -- Core goals of national sponsoring and integration into overall marketing strategy of Raiffeisen Switzerland -- National Snow Sports Strategy -- Activation Strategy Raiffeisen Snow Sports Commitment -- Expansion of a digital and sales-oriented activation strategy in snow sports engagement -- The strategy of the future: welovesnow.ch-editorial owned media content platform -- 1.5 Key Points -- References -- 2 Forms of Sports Sponsoring -- Abstract -- 2.1 Overview of Classifications -- Classification by Recipients (sponsored parties) and Givers (sponsors) in Sports Sponsoring -- Classification According to the Scope of the Sponsoring Commitment -- Classification according to the measures of a sponsoring -- Classification according to the sponsoring object -- Classification by Organizational Units -- 2.2 Sponsoring of Individual Athletes (incl. Case Study ING) -- Fame and Athletic Performance of the Athlete -- Athlete's Sympathy -- Athlete's Image Profile -- Athlete's Credibility and Industry Affinity -- Case Study ING-Long-term focused sponsoring on a sports -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for Selecting Sponsorings -- Activation of Sponsorings -- Success Measurement, Selected Insights and Parameters -- 2.3 Sponsoring of Sports Teams. ; 2.4 Sponsoring of sports events (incl. Allianz case study) -- International Sporting Events -- Selection Criteria for Sporting Events -- Marketing Rights for Sporting Events -- Use of Event Rights -- Sponsoring with Predicates -- Case Study Allianz-Olympic and Paralympic Commitment -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 2.5 Virtual sponsoring -- Sponsoring at virtual events -- Use of virtual tools for the presentation of companies and products -- Virtual implementation of sponsoring -- 2.6 Equipment Sponsoring as a Special Case of Sports Sponsoring -- 2.7 Ambush Marketing in Sports Sponsoring -- Ambush Marketing within a "Subcategory" of a Sports Event -- Ambush Marketing through Outdoor Advertising -- Ambush Marketing through Television Advertising -- Ambush Marketing by Concealing Sponsors' Communicative Measures -- Ambush Marketing through Program Sponsoring -- 2.8 Key Points -- References -- 3 Planning Process of Sports Sponsoring -- Abstract -- 3.1 Task Definition -- 3.2 Analysis Phase of Sports Sponsoring -- 3.3 Planning Phase of Sports Sponsoring -- Determination of the goals of the sponsoring -- Identification and selection of the target groups of sports sponsoring -- Defining the Sponsoring Strategy -- 3.4 Implementation Phase of Sports Sponsoring -- Calculation of the Budget for Sports Sponsoring -- Selection of Sponsorings in Sports Sponsoring -- Implementation of Individual Measures in Sports Sponsoring -- Collaboration with Agencies in Sports Sponsoring -- 3.5 Control Phase of Sports Sponsoring (incl. Novartis Case Study) -- Case Study: Sports Sponsoring by Novartis -- Initial Situation -- Targets -- Novartis as Leading Partner of FC Basel 1893 -- Novartis as Main Sponsor and Official Health Care Partner of EV Zug -- Key Learnings -- 3.6 Key Points. ; References -- 4 Situation Analysis in Sports Sponsoring -- Abstract -- 4.1 Necessity of a Systematic Situation Analysis -- 4.2 Analysis Fields and Methods of a Sponsoring-Related Situation Analysis -- 4.3 Internal Situation Analysis in Practice -- Self-analysis of the Sponsored Party -- Sponsor's Self-Analysis -- 4.4 External Situation Analysis in Practice -- External Analysis of the Sponsored -- External Analysis of the Sponsor -- 4.5 Interdependencies in External and Internal Situation Analysis -- 4.6 Key Points -- References -- 5 Goals and Target Groups of Sports Sponsoring -- Abstract -- 5.1 Setting the Goals and Motives of Sports Sponsoring -- Economic Goals of Sports Sponsoring -- Psychological Goals of Sports Sponsoring -- 5.2 Target Group Planning of Sports Sponsoring -- Target Groups of the Sponsors -- Target Groups of the Sponsored -- Selection of Target Groups for Sports Sponsoring -- 5.3 Target Group Planning for the Sponsoring Recipients (Including HypoVereinsbank/Unicredit Case Study) -- Case Study HypoVereinsbank/UniCredit-Sales Driven Sponsoring -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for Selection of Sponsorings -- Activation of Sponsorings -- Success Measurement, Selected Insights and Parameters -- Outlook -- 5.4 Key Points -- References -- 6 Strategic Orientation of Sports Sponsoring -- Abstract -- 6.1 Dimensions of Sports Sponsoring Strategy -- 6.2 Types of Strategies in Sports Sponsoring -- 6.3 Forms of Strategies in Sports Sponsoring (Incl. Bell Food Group Case Study) -- Mainstream Sponsoring -- Niche Sponsoring -- Regional Sponsoring -- Case Study Bell Group-Regional sponsoring at FC Basel -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results. ; 6.4 Strategic Principles and Guidelines in Sports Sponsoring (Incl. Case Studies DKB, Penny and Warsteiner) -- Case Study DKB-Sustainable Positioning of DKB -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Criteria for the Selection of Sponsorings -- Activation of Sponsorings in the Area of Social Sustainability -- Measurement of Success, Selected Insights and Parameters -- Case Study Penny-Dominant Sponsoring -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- Case Study Warsteiner-First Mover -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 6.5 Key Points -- References -- 7 Budgeting of Sports Sponsoring -- Abstract -- 7.1 Criteria for Budgeting -- 7.2 Components of the Sponsoring Budget -- 7.3 Determining Budget Size and Budget Allocation -- 7.4 Budgeting Methods in Practice -- 7.5 Budgeting as a Basis for Negotiations -- 7.6 Budgeting of Activation Costs -- 7.7 Sponsoring Volumes in Practice -- 7.8 Key Points -- References -- 8 Selection of Engagements in Sports Sponsoring -- Abstract -- 8.1 Levels of Selection Decisions -- 8.2 Rough Selection of Sports -- 8.3 Fine Selection of Sponsorings -- 8.4 Termination of Sponsorings (Incl. Case Study Mercedes-Benz and DFB) -- Case Study Mercedes-Benz-Termination of the sponsoring with the DFB -- Initial Situation for the Sponsoring and Its End -- Origins of the Sponsoring Termination between Mercedes-Benz and the DFB -- Termination Management by Mercedes-Benz -- 8.5 Key Points -- References -- 9 Integration of Sports Sponsoring into Marketing and Corporate Communication -- Abstract -- 9.1 Integration into the Communication Mix -- 9.2 Integration of Sports Sponsoring into the Sponsoring Mix. ; 9.3 Decision Levels for Sports Sponsoring in the Corporate Hierarchy (Incl. Case Study Deutsche Telekom) -- Case Study Deutsche Telekom-sponsoring and brand communication -- Initial Situation -- Goals and Target Groups -- Strategic Orientation and Selection -- Implementation and Results -- 9.4 Key Points -- References -- 10 Operational Design of Sports Sponsoring -- Abstract -- 10.1 Design Dimensions of Sports Sponsoring -- 10.2 Development of Individual Measures for Sports Sponsoring -- 10.3 Content, Formal and Temporal Design (Incl. Case Study Mercedes-Benz and Laver Cup) -- Sponsoring of Individual Athletes -- Sponsoring of Sports Teams -- Sponsoring of Sports Events -- Case Study Mercedes Benz and Laver Cup for the Activation of Sponsoring -- 10.4 Key Points -- References -- 11 Success Control in Sports Sponsorsing -- Abstract -- 11.1 Methodological Approach to Success Control -- Methods of data collection -- Timing of the measurement -- Type of Measurement -- Type of Test Situation -- 11.2 Forms of Success Control -- 11.3 Methods of Process Control -- Checklists (Checklist) -- Bar Charts and Network Planning Technique -- Point Evaluation Method (Scoring Models) -- Mini-Audit -- Process Audit -- Balanced Sponsoring Scorecard -- Sponsoring Dashboard -- 11.4 Methods of Effectiveness Control -- Measurement of the Perception of Sponsoring Measures -- Measurement of the Memory Effect -- Conducting Image Studies -- Determination of Contact Numbers -- 11.5 Methods of Efficiency Control -- Determination of Cost-Benefit Ratios -- Determination of Cost-Performance Diagrams -- Use of Process Cost Accounting -- Calculation of Thousand Sponsoring Contact Price (TSCP) -- Advertising Value Calculation -- Calculation of PR Value -- Calculation of Target Group Affinity -- Calculation of Index Points -- Calculation of Return on Sponsoring Investment (ROSI). ; Sponsoring Value Analysis (SVA).
• Titolo autorizzato: Sports Sponsoring
• ISBN: 9783658441715; 9783658441708
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910865273603321
• Lo trovi qui: Univ. Federico II