Planning Process of Sports Sponsoring

Sports sponsoring has developed since the 1980s into a communication tool that has increasingly emancipated itself compared to other tools of corporate and marketing communication and has become a significant economic factor in the sports market. The demonstrated forms of sports sponsoring illustrate that there is also an increasing differentiation in sponsorings, which are increasingly undergoing a systematic decision-making process. An extensive case study of Novartis vividly illustrates the associated processes and procedures.