Integration of Sports Sponsoring into Marketing and Corporate Communication

In addition to planning individual measures, a major concern of the sponsoring planner is to achieve an integration of the sports sponsoring strategy into the communication and marketing strategy. Synergistic effects can only be achieved through a strategic and operational interlocking of the various communication instruments. In particular, the use of sports sponsoring offers a multitude of possibilities for a systematic networking with other instruments of marketing and corporate communication. This necessitates examining the possibilities of integration in detail and making various adjustments in marketing and corporate communication. This is evident not only from the detailed case study of Deutsche Telekom, but also from other company examples such as ABB, BMW, Coca-Cola, Commerzbank, Mercedes-Benz, Milka and others.