Ökonomisierung des Sports. Bedeutung und Wirkungen des Sportsponsorings
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Ökonomisierung des Sports. Bedeutung und Wirkungen des Sportsponsorings

Ökonomisierung des Sports. Bedeutung und Wirkungen des Sportsponsorings


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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich Sport - Sportsoziologie, Note: 2,3, Westfälische Wilhelms-Universität Münster, Sprache: Deutsch, Abstract: Das primäre Ziel dieser Arbeit besteht darin, die Ökonomisierungsprozesse im Sport am Beispiel der Bundeschampionate 2016 herauszustellen. Hierfür werden die Wahrnehmung und Entwicklung eines Sportsponsoring-Engagements mit Hilfe einer empirischen Analyse exemplarisch für die genannte Veranstaltung analysiert. Im Fokus steht hierbei das Engagement des Hauptsponsors DKB, welches beispielhaft für eine Ökonomisierung des Sports untersucht wird. Sekundäres Ziel ist es, die Bedeutung des Sponsorings für den Veranstalter sowie den Stellenwert der Veranstaltung auf dem Markt herauszustellen. Die Ergebnisse sollen dem Organisationsteam zur Verfügung gestellt werden, um auch in Zukunft den Erwartungen und Anforderungen der Sponsoren gerecht zu werden. Zudem sollen die Ergebnisse dieser Arbeit sowohl der Sponsorenbindung, als auch der Neugewinnung von Förderern dienen. Im ersten Teil dieser Arbeit (Kapitel 2) werden die theoretischen Grundlagen erläutert. Hierzu werden zunächst die zentralen Begriffe der Ökonomisierung, des Sport und des Sponsorings definiert. Des Weiteren wird die Verknüpfung von Sport und Wirtschaft anhand der gesellschaftlichen Veränderungen und einer Darstellung aktueller Trends erörtert. In einem weiteren Teilkapitel wird ein Überblick über die Kommerzialisierung und Professionalisierung auf verschiedenen Ebenen des Sports gegeben. Der Bereich des Sponsorings wird hier explizit herausgegriffen. So werden die Entwicklung und die zentralen Ziele von Sponsoring erläutert. In Kapitel 3 werden die Bundeschampionate als Forschungsobjekt vorgestellt. Dabei liegt der Fokus auf dem Aspekt des Sponsorings und des Hauptsponsors DKB. Im darauffolgenden empirischen Teil der Arbeit (Kapitel 4) werden zunächst die Planung und Durchführung der Analyse beschrieben und anschließend die Ergebnisse dargestellt. Diese w


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Product Details
  • ISBN-13: 9783668440944
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine empirische Analyse
  • Width: 148 mm
  • ISBN-10: 3668440948
  • Publisher Date: 17 May 2017
  • Height: 210 mm
  • No of Pages: 102
  • Spine Width: 6 mm
  • Weight: 195 gr


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Ökonomisierung des Sports. Bedeutung und Wirkungen des Sportsponsorings
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