Strategic Orientation of Sports Sponsoring

Companies sports sponsoringdevelopment of a strategystrategy developmentsports sponsoring face the challenge of strategically using sponsoring commitments to achieve their communicative targets. The individual elements and types of a sponsoring strategy characterize the communicative problem that the companies face. On the other hand, the specific communication objectives and the target groups to be addressed must be taken into account in strategy development. The chapter presents both the strategy dimensions and the strategy types and forms of sports sponsoring. They form the basis for formulating guidelines for sports sponsoring, in which the cornerstones of the sports sponsoring strategy are written down and bindingly recorded. In addition to the case studies from the Bell Food Group, DKB, Penny and Warsteiner, other sponsoring examples from Rakuten, Homeday, regional banks, Bitbucompaniesregional banksrger, BMW, Lotto, Melitta, Roche and the Stadtwerke Tübingen are also discussed.