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Sportsponsoring im Bereich Fußball

Sportsponsoring im Bereich Fußball


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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule (IOM), Veranstaltung: Betriebswirtschaftslehre - Marketing, Sprache: Deutsch, Abstract: Sportsponsoring ist zu einem ganz wesentlichen Bestandteil des Sports geworden. In einer Zeit, in der es für Unternehmen immer schwieriger wird, sich auf Märkten zu etablieren und sich von der Konkurrenz abzusetzen, werden immer neue Möglichkeiten und Maßnahmen gesucht, um den Bekanntheitsgrad und das Image der Unternehmen zu erhöhen. Ziel der Arbeit soll es sein, Sponsoring im Bereich Fußball von anderen kommunikationspolitischen Instrumenten abzugrenzen und Anhaltspunkte für den Nutzen von Sportsponsoring für Sponsoren und Sport zu gewinnen. Dabei sollen Möglichkeiten der Optimierung deutlich werden. Ausgehend vom Begriff des Sponsoring im Allgemeinen soll im 2. Kapitel dieser Arbeit die Bedeutung des Sponsoring in der Kommunikationspolitik eines Unternehmens erläutert werden, wobei hier weniger auf die Kostenfrage des Sponsoringengagements, sondern vielmehr auf das Zusammenwirken der einzelnen Kommunikationsinstrumente eingegangen wird. Das 3. Kapitel grenzt generelle Ziele des Sponsoring von den speziellen Zielen des Sportsponsoring ab und erläutert die einzelnen Zielarten und Zielgruppen des Sportsponsoring. Kapitel 4 beinhaltet sowohl die Vorstellung der einzelnen Akteure des Sportsponsoring, deren Stellung und Zusammenwirken in einem Sponsoringsystem, als auch die Formen und Maßnahmen, die sich aus dem Zusammenwirken der Hauptakteure Sponsor und Sport ergeben. Diverse Erläuterungen werden anhand von aktuellen Beispielen aus dem Fußballsport dargestellt. Im abschließenden Fazit wird auf Grundlage der beschriebenen Aspekte auf die Bedeutung der Partnerschaft zwischen den Hauptakteuren im Sportsponsoring eingegangen.


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Product Details
  • ISBN-13: 9783638647694
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3638647692
  • Publisher Date: 21 Jun 2007
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 136 gr


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