Success Control in Sports Sponsorsing

Success monitoring plays a crucial role in the planning process of sponsoring. The outlined processes of strategic alignment, budgeting, the selection of specific sponsorings, the integration into the communication mix, and the operational design of sports sponsoring are essential prerequisites for an evaluation of the deployment to take place at the end of the planning process. Numerous methods of success monitoring are available for this purpose in science and practice. It will be of decisive importance which data basis a success monitoring can refer to in order to carry out a sponsoring evaluation. The following will show the possibilities and limitations of various methods. This chapter will present examples of the sponsors Rockets, Indeed, and Deutsche Telekom AG.