Sportsponsoring im österreichischen Fußball Wertschöp-fend oder doch nur ergänzend? / Christoph Fehrle
VerfasserFehrle, Christoph
Betreuer / BetreuerinBlaim, Patrick
ErschienenWien, 28.04.2016
UmfangVII, 133 Seiten
HochschulschriftFachhochschule des BFI Wien, Univ., Masterarbeit, 2016
URNurn:nbn:at:at-fhbfiw:1-1438 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Sportsponsoring im österreichischen Fußball Wertschöp-fend oder doch nur ergänzend? [1.57 mb]
Zusammenfassung (Englisch)

Since the beginning of the 1960s, the area of sponsorship is gaining more and more importance in todays communications policy of businesses. Especially soc-cer, as the most famous sport in the world, has a very high importance and in Aus-tria sponsor spend almost one fourth of the marketing budget on their soccer-sponsorships. Due to this fact it is important to know if such sponsorships can add any value to the sponsor. Through comprising the sponsors set objectives with the cognition of their target groups, this diploma thesis should give conclusion, if and especially in what areas sponsoring in the field of soccer is value adding. The empirical study shows that soccer-sponsorship is value adding depending on the set objectives. Level of awareness, and images like dynamic, traditional and familiar can be gained through the partnership. This thesis helps companies inter-ested in doing soccer-sponsoring on the Austrian market to decide if it is a good choice to do so or if the set objectives should be reached with different activities.