Sportsponsoring als Instrument zur Erhöhung der monetären Mittel im Profifußball

Author: Joannis Paul Schweres

Publisher: Diplomica Verlag

ISBN: 3842871821

Category: Business & Economics

Page: 84

View: 4882

Das Sportsponsoring hat sich für die Fußball-Bundesligisten zu einem Haupt-Einnahmemittel entwickelt. Die Anzahl der Sponsoring betreibenden Unternehmen steigt seit Jahren kontinuierlich. Die hohen Einnahmen aus diesem Segment tragen ihren Teil dazu bei, dass das heutige Profifußballgeschäft ein Millionengeschäft geworden ist, in dem enorme Summen bewegt werden. Doch wie sehen die Resultate dieser Entwicklungen in der Gesamtheit aus? Welche Vereine sind die Profiteure von immer höheren Einnahmen auf dem inländischen Sponsoring-Markt? Und welche Vereine passen sich am besten auf die neuesten, für das Sponsoring relevanten, Entwicklungen an, der Digitalisierung und der Internationalisierung? Diese Studie setzt es sich zum Ziel, Antworten auf diese Fragen liefern zu können und somit einen vorher nicht behandelten Forschungsgegenstand zu bearbeiten.

Sponsoring im internationalen Profi-Fuáball: Mannschafts- oder Veranstaltungssponsoring am Beispiel der Automobilwirtschaft

Author: Michael Bachner

Publisher: Diplomica Verlag

ISBN: 3842884966

Category: Business & Economics

Page: 108

View: 4984

Die FIFA Fussball Weltmeisterschaft 2006 in Deutschland wurde nach Angaben der FIFA weltweit in 214 L„ndern bertragen. Insgesamt verfolgten dieses sportliche Groáereignis ber 26 Milliarden Zuschauer vor dem Fernseher. Diese unglaublich groáe Begeisterung und Faszination fr den Fuáball wird zunehmend von Automobilherstellern genutzt, um in einem positiven Umfeld bzw. auf der Plattform Fuáball ihre Marke zu pr„sentieren. Sportsponsoring stellt dabei im Rahmen einer erlebnisorientierten Markenfhrung fr einen Automobilhersteller ein sehr gutes Kommunikationsinstrument dar. Neben dem reinen funktionalen Nutzen, spielt der symbolische Nutzen bzw. die Marke eines Autos beim Automobilkauf eine sehr groáe Rolle. Daher ist es fr einen Automobilhersteller wichtig, den symbolischen Nutzen und die Markenwerte fr den Kunden ber die Plattform Sponsoring erlebbar zu machen und emotional aufzuladen. Vor allem im Fuáball sind die Sponsoring-M”glichkeiten sehr vielf„ltig. Sie reichen vom Breitensport bis zum Profisport, vom Einzelsportler bis zum Spitzenverband. Doch worin unterscheiden sich diese beiden Sponsoringformen und warum sponsert ein Automobilhersteller eine Fuáballveranstaltung und warum ein anderer eine Fuáballmannschaft? Zielsetzung dieser Studie ist die Untersuchung dieser Forschungsfrage. Dazu werden haupts„chlich die Auswahlkriterien, die Erfolgsfaktoren und die Kommunikationsziele der jeweiligen Sponsoringformen untersucht. Darauf aufbauend werden die Chancen und Risiken des Veranstaltungssponsorings und des Mannschaftssponsorings gegenbergestellt, analysiert und bewertet. Zun„chst werden in dieser Studie die Grundlagen der Sponsoring- und der Sportsponsoring-Theorie beschrieben. Danach erfolgt die Vorstellung einzelner ausgew„hlter Sponsoring-M”glichkeiten aus dem Veranstaltungs- und Mannschaftssponsoring im internationalen Profi-Fuáball, zum Beispiel der FIFA WM, der UEFA EM, der UEFA Champions League, der deutsche Nationalmannschaft und des FC Bayern Mnchens, und deren spezifische Besonderheiten. Die jeweiligen Sponsoring-M”glichkeiten werden anhand verschiedener Bewertungskriterien analysiert und verglichen. Darauf aufbauend werden die Chancen und Risiken des Veranstaltungs- und Mannschaftssponsorings im Allgemeinen analysiert, gegenbergestellt und mittels einer Potenzialanalyse bewertet. Die Ergebnisse werden anhand mehrerer Fallstudien und Expertengespr„chen, unter anderem mit Experten von Bayern Mnchen, Audi, Volkswagen und Seat, verifiziert. Die sich daraus ergebenden einzelnen Sponsoringstrategien werden mittels Potenzialanalyse bewertet und nach Markentypen miteinander verglichen. Anhand dieser Untersuchung k”nnen die Grnde bzw. Motive fr ein Mannschafts- bzw. Veranstaltungssponsoring im internationalen Profi-Fuáball mit dieser Studie beantwortet werden.

Kommunikationspolitische Instrumente der klassischen Werbung im Vergleich zum Sportsponsoring am Beispiel der Fußball Bundesliga und FIFA Events

Author: Bastian Engelhardt-Köppen

Publisher: GRIN Verlag

ISBN: 3668680795

Category: Sports & Recreation

Page: 59

View: 4883

Bachelorarbeit aus dem Jahr 2016 im Fachbereich Sport - Medien und Kommunikation, Note: 1,3, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel , Sprache: Deutsch, Abstract: Durch die anstehende digitale Transformation wird allein für Deutschland ein zusätzliches Wertschöpfungspotenzial prognostiziert. Dies zeigt deutlich, dass die Digitalisierung von Tag zu Tag stetig zunimmt. Dieser Trend spiegelt sich ebenfalls im Kommunikationsmix der Unternehmen wieder. In dieser Arbeit soll ein Blick auf die klassische Werbung im Vergleich zum Sportsponsoring gegeben werden. Im Speziellen wird der Bezug auf die Fußball Bundesliga und FIFA Events eingegangen. Denn besonders die klassischen Werbemaßnahmen in der Sportberichterstattung entwickeln sich kontinuierlich weiter. Besonders in der klassischen Werbung als auch im Sportsponsoring müssen diese Potenziale, welche durch die Digitalisierung entstehen, ausgeschöpft werden. Virtuelle Darstellungen eines Sportevents oder die Repräsentation des Produktes mit einer bekannten Persönlichkeit, eines Testimonials, zeigen nur einige Vorteile für die Sponsoring und Werbewelt auf. Doch die Digitalisierung bringt nicht nur positive Facetten mit sich, welche in dieser Arbeit abschließend ebenfalls betrachtet werden.

Sponsoringmanagement im Hinblick auf Imagezielsetzungen vor dem Hintergrund der Fussball WM 2006

Author: Malte Steinbrink

Publisher: GRIN Verlag

ISBN: 3638453766

Category: Sports & Recreation

Page: 95

View: 2482

Diplomarbeit aus dem Jahr 2004 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,0, Deutsche Sporthochschule Köln, 82 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Nachdem in der Einleitung zunächst der Gegenstand und die Problemstellung dargestellt wurden, beschäftigt sich das zweite Kapitel mit den Grundlagen, wobei zuerst eine kurze und präzise Einführung in den Bereich des Sponsorings erfolgt. Ein wichtiger Punkt in diesem Kapitel ist die Darstellung der beiden wesentlichen Ziele: Bekanntheitssteigerung und Imagetransfer. Dabei soll zunächst auf den Zusammenhang der beiden Ziele eingegangen werden, später werden diese dann isoliert voneinander betrachtet. Das dritte Kapitel setzt sich mit dem Image auseinander. Zuerst wird der Aufbau des Images genauer untersucht. Nachdem Möglichkeiten beschrieben werden, mit denen das Image über einen Meinungsgegenstand gemessen werden kann, erfolgt eine Betrachtung über die Bedeutung des Images anhand von mehreren Funktionen. Unterschieden wird dabei in die Bedeutung, die das Image für Unternehmen und für Individuen hat. Am Ende des Kapitels schließt sich die Darstellung an, inwiefern Unternehmen Einfluss auf das Image nehmen können, d.h. der Handlungsraum der Imagebeeinflussung wird mittels des Corporate-Identity-Ansatzes erläutert. Im darauf folgenden Abschnitt steht der Imagetransfer im Vordergrund. Nach einer inhaltlichen Auseinandersetzung mit dem Begriff, werden die Ziele genannt, die mit Hilfe des Imagetransfers umgesetzt werden können. Es folgt eine Analyse der Vorgänge, die bei dem Phänomen stattfinden. Das Ergebnis dieser Untersuchung ist die Vorstellung und Bewertung unterschiedliche Imagetransfermodelle, die dann im Sponsoringmanagement berücksichtigt werden sollten. Das fünfte Kapitel beschäftigt sich mit der Planungssystematik und der Strategieentwicklung im Sponsoring. Dabei wird zunächst der Managementansatz auf das Sponsoring übertragen. Unter der Berücksichtigung von Imagezielsetzungen findet dann die Neustrukturierung des allgemeinen Planungsprozesses statt. Ergebnis dieses Abschnittes ist ein Sponsoringmanagement, das im Hinblick auf Imagezielsetzungen optimiert worden ist. Im abschließenden Kapitel findet das entwickelte Sponsoringmanagement Anwendung in der Praxis. Mit Hilfe des erstellten Instruments erfolgt eine Analyse der Fußball Weltmeisterschaft (WM) 2006. Es wird der Frage nachgegangen, ob sich der Event als Sponsoringobjekt dazu eignet, das Image eines Unternehmens oder einer Marke zu ändern bzw. zu stärken. Am Ende sollen sowohl Chancen und Risiken als auch Stärken und Schwächen eines Sponsoringengagements bei einer WM verdeutlicht werden.

The Youth Olympic Games

Author: Dag Vidar Hanstad,Milena M. Parent,Barrie Houlihan

Publisher: Routledge

ISBN: 1134471335

Category: Sports & Recreation

Page: 270

View: 9748

The first summer Youth Olympic Games (YOG) were held in Singapore in 2010 and the first winter Youth Olympic Games in Innsbruck in 2012. The IOC hopes that the YOG will encourage young people to be more active and that they will bring the Olympic movement closer to its original founding values. This is the first book to be published on the Youth Olympic Games. It critically examines the origins of the Games and the motives of the Games organisers, as well as the organisation and management of the Games and their wider impact and significance. The first part of the book discusses the relationship between the YOG and the ideology of Olympism, in the context of broader developments in youth sport competitions. The second part investigates a wide range of managerial aspects including the bidding process, finance, the prominent role of young people on the organising committees and as volunteers, the role of media and sponsors, and the distinctive competition structure. The final part of the book assesses the current and likely future impact of the YOG on the host cities and countries, the IOC and on national youth sport policies. The Youth Olympic Games is essential reading for any researcher, advanced student or policy maker with an interest in Olympic Studies, sports development, sport policy, youth sport or event management.

Ambush Marketing in Sports

Theory and Practice

Author: Gerd Nufer

Publisher: Routledge

ISBN: 0415626781

Category: Business & Economics

Page: 157

View: 7057

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.

Company Analysis of Red Bull

Author: Bernd Bodner

Publisher: GRIN Verlag

ISBN: 3640892720

Category: Business & Economics

Page: 14

View: 1002

Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, Griffith University, language: English, abstract: "Red Bull gives you wings!" Nearly nobody never heard this slogan in his life or saw it somewhere or at least tried a sip of Red Bull. The Austrian company polarizes: Its taste, its marketing or the supposed health harming ingredients in this drink. Red Bull is the world’s leading manufacturer of energy drinks through its Red Bull brand. Its energy drink is exclusively produced in Austria and consumed in more than 100 countries worldwide - throughout Europe and many parts of North and South America, Africa and Australia. (Datamonitor, 2004) The drink made the founder of the company Dietrich Mateschitz to the 2nd richest Austrian and the number 208 in the world. (Forbes, 2010) This paper will have a look on a short history of the company of Red Bull and the core sources of innovation. Secondly it will try to identify and discuss the individual skillset of Red Bull. Furthermore it will go on with the writers analysis of the company and end with the external factors which the company must react on in the future. This section will also address the writers recommendations to the management of the company.

Routledge Handbook of Sports Marketing

Author: Simon Chadwick,Nicolas Chanavat,Michel Desbordes

Publisher: Routledge

ISBN: 1317584910

Category: Business & Economics

Page: 424

View: 3747

Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as: consumer behaviour marketing communications strategic marketing international marketing experiential marketing and marketing and digital media Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.

Social Motivation, Justice, and the Moral Emotions

An Attributional Approach

Author: Bernard Weiner

Publisher: Psychology Press

ISBN: 1135601674

Category: Family & Relationships

Page: 344

View: 6610

Social Motivation, Justice, and the Moral Emotions proposes an attribution theory of interpersonal or social motivation that distinguishes between the role of thinking and feeling in determining action. The place of this theory within the larger fields of motivation and attributional analyses is explored. It features new thoughts concerning social motivation on such topics as help giving, aggression, achievement evaluation, compliance to commit a transgression, as well as new contributions to the understanding of social justice. Included also is material on moral emotions, with discussions of admiration, contempt, envy, gratitude, and other affects not considered in Professor Weiner's prior work. The text also contains previously unexamined topics regarding social inferences of arrogance and modesty. Divided into five chapters, this book: *considers the logical development and structure of a proposed theory of social motivation and justice; *reviews meta-analytic tests of the theory within the contexts of help giving and aggression and examines issues related to cultural and individual differences; *focuses on moral emotions including an analysis of admiration, envy, gratitude, jealousy, scorn, and others; *discusses conditions where reward decreases motivation while punishment augments strivings; and *provides applications that are beneficial in the classroom, in therapy, and in training programs. This book appeals to practicing and research psychologists and advanced students in social, educational, personality, political/legal, health, and clinical psychology. It will also serve as a supplement in courses on motivational psychology, emotion and motivation, altruism and/or pro-social behavior, aggression, social judgment, and morality. Also included is the raw material for 13 experiments relating to core predictions of the proposed attribution theory.

The Female Nude

Art, Obscenity and Sexuality

Author: Lynda Nead

Publisher: Routledge

ISBN: 113497275X

Category: Art

Page: 184

View: 4867

Anyone who examines the history of Western art must be struck by the prevalence of images of the female body. More than any other subject, the female nude connotes `art'. The framed image of a female body, hung on the walls of an art gallery, is an icon of Western culture, a symbol of civilization and accomplishment. But how and why did the female nude acquire this status? The Female Nude brings together, in an entirely new way, analysis of the historical tradition of the female nude and discussion of recent feminist art, and by exploring the ways in which acceptable and unacceptable images of the female body are produced and maintained, renews recent debates on high culture and pornography. The Female Nude represents the first feminist survey of the most significant subject in Western art. It reveals how the female nude is now both at the centre and at the margins of high culture. At the centre, and within art historical discourse, the female nude is seen as the visual culmination of enlightenment aesthetics; at the edge, it risks losing its repectability and spilling over into the obscene.

Ethics, Money and Sport

This Sporting Mammon

Author: Adrian Walsh,Richard Giulianotti

Publisher: Routledge

ISBN: 1134317271

Category: Business & Economics

Page: 162

View: 7790

Written from the contrasting yet complementary perspectives of sociology and philosophy, this book explores the far-reaching ethical consequences of the runaway commodification of sport, focusing on those instances where commodification gives rise to morally undesirable consequences. The authors consider three main areas of concern for participators and observers alike: the corrosion of the core meanings and values of sport, the increasing elitism of access to sporting commodities, and the undermining of social conditions that support sporting communities. Unique in its focus on the ethical dimension of the powerful economics of today’s sport, this book will be of interest, not only to those in the fields of sports studies and ethics of sport, but also to academics, researchers and students in philosophy of morality, sociology, and the ethics of globalization as viewed through the ultimate globalized phenomenon of modern sport.

The Economics of Football

Author: Stephen Dobson,John Goddard

Publisher: Cambridge University Press

ISBN: 1139496301

Category: Business & Economics

Page: N.A

View: 9253

The second edition of this popular book presents a detailed economic analysis of professional football at club level, with new material included to reflect the development of the economics of professional football over the past ten years. Using a combination of economic reasoning and statistical and econometric analysis, the authors build upon the successes and strengths of the first edition to guide readers through the economic complexities and peculiarities of English club football. It uses a wide range of international comparisons to help emphasize both the broader relevance as well as the unique characteristics of the English experience. Topics covered include some of the most hotly debated issues currently surrounding professional football, including player salaries, the effects of management on team performance, betting on football, racial discrimination and the performance of football referees. This edition also features new chapters on the economics of international football, including the World Cup.

International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

Author: Markus Meierer

Publisher: Springer Science & Business Media

ISBN: 3834963194

Category: Business & Economics

Page: 206

View: 5925

Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.

Architectural Branding

Understanding and Measuring Its Relevance for Brand Communication

Author: Ursula Raffelt

Publisher: BoD – Books on Demand

ISBN: 394026024X

Category: Architecture

Page: 208

View: 3438

Zaha Hadid, Norman Foster, Frank Gehry, Daniel Libeskind, Rem Kolhaas-their buildings are stunning, world famous, and direct our attention to a new trend in marketing: Architectural Branding. Companies continuously demonstrate worldwide with high investments in architecture that they believe in the power of building design. Even though, over time, function and meaning of such buildings may change, architectural branding is a promising way for companies to represent their brand, their values, and their identity in an authentic and sustainable form. Corporate buildings are omnipresent in our daily lives. We encounter these buildings by sight, in the media and at times by visiting them. They are the physical manifestation of an organization, often for decades, and one of their most valuable material assets. They shape and define our landscapes and the skylines of our cities-and, might increase a brand's value.

Human Resource Management in Europe

Author: Christian Scholz,Hans Böhm

Publisher: Routledge

ISBN: 1134062052

Category: Business & Economics

Page: 448

View: 8080

The European Union is expanding. Wide cultural, political and economic differences within the Union have a significant impact on the management of human resources, so crucial to the success of any enterprise. Businesses within the EU have regularly tried to re-evaluate the context in which they work, and for investors from other continents, notably the US and Asia, the potential for expensive mistakes is only too real. In this comprehensive new book, the varied and particular challenges for human resource management in the EU are fully explored. Written in conjunction with the European Association for Personal Management (EAPM), the book offers country-by-country analysis from native authors, assessing the contexts faced by businesses working in thirteen different states: from founding EU members like France and Germany, to relatively new entrants like Latvia and Poland. The book also includes a chapter on Turkey, an emerging economy currently outside the Union. The key issues are addressed from both theoretical and practical perspectives, whilst each chapter is also complimented by best practice case studies.

Commercial Culture

The Media System and the Public Interest

Author: Leo Bogart

Publisher: Oxford University Press on Demand

ISBN: 0195090985

Category: Psychology

Page: 384

View: 6110

This critique of the American commercial media comes from a writer who has wide experience in both the media business and in academia. Bogart explores how commercial demands affect the substance and form of American media, and argues that the future of the

Relationship Marketing in Sports

Author: Andre Buhler,Gerd Nufer

Publisher: Routledge

ISBN: 1136436154

Category: Business & Economics

Page: 208

View: 1248

Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.

European Commission Decisions on Competition

Economic Perspectives on Landmark Antitrust and Merger Cases

Author: Francesco Russo,Maarten Pieter Schinkel,Andrea Günster,Martin Carree

Publisher: Cambridge University Press

ISBN: 1139487787

Category: Business & Economics

Page: N.A

View: 5495

European Commission Decisions on Competition provides a comprehensive economic classification and analysis of all European Commission decisions adopted pursuant to Articles 101, 102 and 106 of the FEU Treaty from 1962 to 2009. It also includes a sample of landmark European merger cases. The decisions are organised according to the principal economic theory applied in the case. For each economic category, the seminal Commission decision that became a reference point for that type of anticompetitive behaviour is described. For this, a fixed template format is used throughout the book. All subsequent decisions in which the same economic principle was applied are listed chronologically. It complements the most widely used textbooks in industrial organisation, competition economics and competition law, to which detailed references are offered. The book contains source material for teachers and students, scholars of competition law and economics, as well as practising competition lawyers and officials.

The Economics of Clusters

Lessons from the French Experience

Author: Gilles Duranton,Philippe Martin,Thierry Mayer,Florian Mayneris

Publisher: OUP Oxford

ISBN: 0199592209

Category: Business & Economics

Page: 192

View: 7105

Clusters policies have become a key focus for policy makers in recent years. This book looks at the development of clusters of economic activity and their importance in shaping industrial and public policy. It examines the success and failures of policy in France and extrapolates its findings to the rest of the world.