Operational Design of Sports Sponsoring

Sponsoring requires, above all, a convincing, i.e., widely accepted realization for successful realization. Certain design dimensions play an important role, which can be described with the terms sponsoring quantity and sponsoring quality. Both the relevant factors for the required sponsoring quantity and for the sponsoring quality are explained. Numerous individual measures need to be considered for the activation of sports sponsoring. These are detailed for the sponsor as well as the potential counter-services of the sponsored party. Finally, content, formal, and temporal design issues of sports sponsoring are addressed. The essential points of the operational design of sports sponsoring are summarized in the form of key points. The chapter contains a case study of Mercedes-Benz and the Laver Cup.