Situation Analysis in Sports Sponsoring

The starting point for engagement in sports sponsoring is a systematic situation analysis on various levels. This includes the level of relevant markets, the position of marketing and the company’s brand in the industry, the company’s appearance in communication and in sponsoring—this requires thorough analyses. In order to create the best conditions for success for all participants in a sports sponsoring project, a compilation of a number of information is necessary. Internal variables of the sponsoring partners are just as important as external factors, i.e. those from the environment of the participants. In order to capture the diverse situation variables that influence the strategic sponsoring orientation and the use of individual sponsoring instruments in as much detail as possible, a structured approach is recommended.