Sponsoring im Amateursport Book by Kai Schneeweiss
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Sponsoring im Amateursport

Sponsoring im Amateursport


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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,7, Hochschule für angewandtes Management GmbH (Sportmanagement), Sprache: Deutsch, Abstract: Das Sportsponsoring ist eine Erscheinung, die nun seit gut zwanzig Jahren das Bild des Spitzensports prägt und zu einem festen Bestandteil dessen geworden ist. Firmenlogos auf Kleidung und Utensilien von Sportlern sind mittlerweile so selbstverständlich, wie die Sportausrüstung selbst. Die Auswüchse des Sportsponsorings gehen heutzutage jedoch weit über die bloße Präsentation solcher Logos hinaus. In ganzheitlichen und aufeinander abgestimmten Sponsoringkampagnen nutzen Unternehmen die Plattform des Spitzensports, um besonders eindringliche und überzeugende Botschaften an ihre Zielgruppen zu übermitteln. Das Kommunikationsinstrument des Sportsponsorings hat sich auf Seiten der Unternehmen nicht nur etabliert, sondern nimmt einen Stellenwert ein, der es ihnen Wert ist, Millionensummen darin zu investieren. Diese Millionensummen sind es, die einen erheblichen Teil der Finanzierung des Spitzensports ausmachen. Seine mögliche Existenz ohne diese Finanzierungsquelle ist kaum mehr vorstellbar. Aufgrund der Stärken und Vorteile, die das Sportsponsoring den Unternehmen aber bietet, ist diese Symbiose zwischen Spitzensport und Wirtschaft fest fundamentiert. Vergleichbare, bestehende Relationen auf der Ebene des Breiten- und Amateursports können währenddessen jedoch nicht angenommen werden. Im ganzen Gegenteil spielte die Finanzierungsmöglichkeit des Sponsorings hier bislang eine untergeordnete Rolle, da sich die Vereine auf Grundlage von Mitgliedsbeiträgen, Aufnahmegebühren, Spenden und öffentlichen Geldern finanziell aufrecht erhalten konnten. (vgl. Altmann, 2008, S. 1) Doch angesichts der zunehmenden Konkurrenz der kommerziellen Sportanabieter und der Rückläufigkeit von Mitgliederzahlen und öffentlichen Zuschüssen sowie der gleichzeitig steigenden Kosten, sehen sich die Vereine der Herausf


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Product Details
  • ISBN-13: 9783656896371
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 204 gr
  • ISBN-10: 3656896372
  • Publisher Date: 06 Mar 2015
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Bedeutung, Analyse und Trends der Vermarktung im Breitensport am Beispiel von Berliner Vereinen
  • Width: 148 mm


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