Abstract:
The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show the growing importance of this 'new' communication tool. By reference to several case studies, the second part will illustrate the effectiveness of different sponsorship activities. Here, focus will be on showing whether or not sponsorship activities work more effectively when integrated into the classical advertising strategy. Finally, the lessons learnt from the case studies will be summarized to some guidelines how to use sport sponsorship successfully.
Case Studies
Using sponsorship to communicate to teenagers
Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Patrick Shanahan
 
August 1, 2000
Research Papers
An experimental enquiry into sponsoring
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Flemming Hansen, Lene Scotwin
Company: KANTAR TNS Malaysia
March 15, 1995
Research Papers
Quality of television publicity impacts
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Ricardo Romero de Tejada
 
June 15, 1995
