Strategic sports sponsorship in practice

Within the field of sports marketing, this thesis primarily deals with the decision-making process that companies use to select the most suitable clubs for sponsorship. It analyses the motives that lead companies to sponsor professional football. Based on current specialist literature, a decision-making process is developed and then illustrated using the case study of Wiesenhof/Werder Bremen. Finally, mistakes are identified and recommendations for improvement are developed.

Autorentext

Patrick Vital is a graduate of Mittweida University of Applied Sciences, where he studied Applied Media. This book was written as part of his final thesis for his degree in Sports, Media and Event Management.