Budgeting of Sports Sponsoring

Engagement in sports sponsoring often involves a significant financial commitment. This not only refers to the agreed funds for the sponsored party, but also to the costs that the sponsor has to incur to achieve the desired effects. These are costs that are not always precisely calculated and where the sponsor can quickly face a situation that arises when entering into a planned commitment too carelessly: The budget is not sufficient, savings must be made, success is only partially or difficult to measure, and often other departments such as sales, personnel or production complain about disproportionate marketing costs. Starting the activities without a well-planned sponsoring budget and promising goals does not correspond to professional planning. This chapter provides the necessary guidance for calculating and budgeting sports sponsoring.