Forms of Sports Sponsoring

Sports is an event that is associated with a multitude of emotions for both active athletes and spectators of sporting events. Companies try to use this emotional environment to achieve communication policy targets through a sponsoring appearance. The focus of these efforts is the transfer of various image components of sports to the company or a brand and the achievement of specific target groups. In addition, more and more companies are using their activities in sports sponsoring to carry out targeted customer care, promote customer loyalty, and create additional value. In addition to the detailed case study of ING Bank and Allianz, there are further practical examples of the German Olympic Sports Confederation, Football World Cups, the Football Bundesliga and Olympic Games, various clubs (e.g. Bayern Munich, Borussia Dortmund, VfL Bochum, Hertha BSC, Schalke 04, VfB Stuttgart), some individual athletes (including Roger Federer, Lionel Messi, Dirk Nowitzki) and other sponsoring actors such as Adidas, Audi, Hugo Boss, Deutsche Bahn, DKB, Mercedes-Benz and others.