Goals and Target Groups of Sports Sponsoring

The situation analysis in sports sponsoring serves to identify the economic and non-economic problems for the involved parties. From the sponsor’s perspective, the question arises as to what specific contribution sports sponsoring can make to solve the particularly communicative problem. The specific competitive advantages of sports sponsoring over other communication tools include, among other things, that involvement in sports can convey attractive and emotional image dimensions (e.g., performance, competence, dynamism), the media can contribute to the multiplication of reach for message transmission, and the sporting environment can offer opportunities for contact maintenance in a pleasant leisure atmosphere. The case study of Hypovereinsbank clearly shows a stringent orientation towards sales targets.