Trends in the Use of Sports Sponsoring

The framework conditions of recent years have repeatedly made it clear how quickly changes in the environment and new topics arise that have a high impact on sports sponsoring activities. These and other topics, which have also been confirmed in a Delphi study, become relevant at different levels and must be taken into account in their entirety in future sponsoring decisions. Corresponding developments and trends are viewed from the perspective of the sponsoring participants, i.e., trends from the perspective of sports, companies, media, and agencies. In addition, trends among so-called “Sponvestors” are highlighted when companies engage as both investors and sponsors in sports. Concrete examples from sports clubs (FC St. Pauli, 1. FC Köln) and companies (Deutsche Telekom) as well as case studies from Viessmann and Red Bull illustrate the explanations.