Dachmarken im Spitzensport Book by Christoph Bayerl
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Dachmarken im Spitzensport

Dachmarken im Spitzensport


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About the Book

Die Zersplitterung auf viele Clubs mit einer oder wenigen Sportarten führt, vor allem in kleinen Ländern wie Österreich, zu Schwierigkeiten in der öffentlichen Wahrnehmung und Außendarstellung. Aufgrund dessen wurde in St. Pölten die Idee geboren, mit Fußball und Basketball, österreichweit erstmalig, unter einer einheitlichen Marke nach außen aufzutreten. Das Ziel der vorliegenden Studie ist es, Synergien und Risiken der Verflechtung von Fußball und Basketball in St. Pölten aufzuzeigen. Demzufolge gilt es, sowohl aus wissenschaftlicher als auch aus praktischer Sicht, folgende Forschungsfrage zu untersuchen: Welche Synergien und Risiken können sich durch die Einführung einer Dachmarke für die Spitzensportvereine in Fußball und Basketball in St. Pölten ergeben? Im Rahmen der Forschung stellten sich interessante Ergebnisse heraus: Durch die Adaption der Sportart Basketball steigt nicht nur die Strahlkraft und Reichweite der Gesamtmarke SKN St. Pölten, diese wird zudem aufgrund des sympathischen und beliebten Basketballs auch imagetechnisch aufgewertet. Im Merchandising und Ticketing sollen beide Sparten von gemeinsamen Aktionen profitieren. Mit Hilfe von Basketball und seiner Zielgruppe mit besonderen Eigenschaften können in weiterer Folge die Sponsoren ihre Produkte einem neuen, bisher noch nicht erreichten Publikum präsentieren. Eine Studie, die die Auswirkungen einer gemeinsamen Dachmarke für Fußball und Basketball auf verschiedenste Bereiche beleuchtet.
About the Author: Christoph Bayerl, B.Sc. wurde 1996 in Tulln an der Donau geboren. Sowohl das Diplomstudium "Internationales Sportmanagement" als auch sein Bachelorstudium "Sport- und Eventmanagement" an der Privatuniversität Schloss Seeburg schloss der Autor mit Auszeichnung ab. Bereits während des Studiums sammelte der Dipl. Betriebswirt umfassende praktische Erfahrungen in der Sportmanagement-Branche. Sein Interessens- und Forschungsschwerpunkt konzentriert sich auf Sportmarketing und die Weiterentwicklung von professionellen Sportvereinsmarken. Zudem konnte er sich durch Erfahrungen in der Fußballredaktion des Österreichischen Rundfunks (ORF) und der Mitarbeit an verschiedensten Studien und Sportevents umfangreiche Expertise aneignen. Im Laufe seiner beruflichen Karriere entwickelte der Autor ein besonderes Interesse für die Analyse von Sportvereinsmarken im Zuge der Kommerzialisierung des Spitzensports - was ihn dazu motivierte, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783961467471
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Height: 254 mm
  • No of Pages: 120
  • Spine Width: 6 mm
  • Weight: 272 gr
  • ISBN-10: 3961467471
  • Publisher Date: 23 Jan 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Einführung einer gemeinsamen Marke für die Spitzensportvereine in Fußball und Basketball in St. Pölten
  • Width: 178 mm


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