Sponsoring im Profifußball Book by Andreas Heiden
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Sponsoring im Profifußball

Sponsoring im Profifußball


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About the Book

"Football is absolutely the heart and soul of our brand. We are the number one globally and have a huge heritage in football" Dieser Ausspruch von Eric Liedtke, dem "Head of Performance" von adidas, zeigt eindrucksvoll, welche Bedeutung der Konzern dem Fußball als zentrales Element im Rahmen seiner Unternehmensphilosophie einräumt. Adidas, ein Kind des Fußballs - so oder so ähnlich könnte die Geburt der Marke, dessen Markenzeichen die drei Streifen sind, beschreiben werden. Bis in die Gegenwart sind adidas und der Fußball untrennbar miteinander verbunden. Fußball gilt als Volkssportart Nummer eins auf der Welt und zieht alle Altersgruppen in seinen Bann. Die besten Fußballer der Welt verdienen Millionen und Vereine, die einst gegründet wurden, damit Jung und Alt ihrer gemeinsamen Leidenschaft in der Freizeit frönen konnten, sind zu Multimillionen Euro Unternehmen gewachsen, die an der Börse gehandelt werden. Die Professionalisierung ist in den letzten 100 Jahren unaufhaltsam vorangeschritten. Einen wesentlichen Beitrag zu dieser Professionalisierung haben Geldgeber aus der Wirtschaft geleistet. Diese treten als Sponsoren auf und investieren horrende Summen in den Fußball. Natürlich geschieht das nicht ganz ohne Hintergedanken, sondern ist Teil einer umfangreichen Marketingstrategie, die dem jeweiligen Unternehmen dabei helfen soll, seinen Gewinn zu erhöhen. In der vorliegenden Arbeit werden folgende Fragen beantwortet: Welche Rolle nimmt adidas als Sportartikelhersteller im Sponsoring ein? Welche Sponsoringaktivitäten unternimmt das Unternehmen im Fußball? Was ist das Besondere an den Sponsoringaktivitäten von adidas im Fußball? Welche Ziele verfolgt das Unternehmen mit seinen Sponsoringaktivitäten? Sind die Sponsoringaktivitäten von adidas erfolgreich? Um diese Fragen beantworten zu können, werden im theoretischen Teil der Arbeit die Begrifflichkeiten und verschiedenen Facetten des Sponsorings erklärt. Dazu gehören die verschiedenen Sponsoringformen, die Sponsor
About the Author: Andreas Heiden, B.A., wurde 1982 in Ludwigslust geboren. Sein Studium Sport- und Freizeitmanagement an der Hochschule für Gesundheit und Sport in Berlin schloss der Autor im Jahre 2013 mit dem akademischen Grad des Bachelors of Science erfolgreich ab. Bereits während des Studiums sammelte der Autor umfassende praktische Erfahrungen im Sportmanagement. Fasziniert von der Welt des Sports engagierte er sich als Volunteer bei verschiedenen Großevents in Deutschland. Seine Tätigkeit bei verschiedenen Agenturen vertiefte das Wissen über die Zusammenhänge im Sportbusiness. Diese wurden im vorliegenden Buch ausgeführt.


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Product Details
  • ISBN-13: 9783956844607
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 154 gr
  • ISBN-10: 3956844602
  • Publisher Date: 08 May 2014
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Sub Title: Das Beispiel adidas
  • Width: 148 mm


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