Sports Sponsorship as a Funding Instrument
For most sport organisations, sport sponsorship represents a significant source of funding and provision of resources. At the same time, it is highly conditional. The success of sponsorship acquisition is largely determined by the construct of congruence,
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Abstract
For most sport organisations, sport sponsorship represents a significant source of funding and provision of resources. At the same time, it is highly conditional. The success of sponsorship acquisition is largely determined by the construct of congruence, which is to be understood as the perceived fit between the sponsor and the sponsee. Product fit and the fit of target groups have the greatest influence on perceived congruence. The successful use of sport sponsorship involves seven tasks: (1) providing personnel and organisational prerequisites, (2) defining sponsorship principles, (3) specifying sponsorship objectives, (4) determining target groups and the scope of sponsorship, image, and brand profile, (5) compiling the overall tableau of individual services offered and developing corresponding sponsorship packages, (6) designing a stringent overall sponsorship concept, and (7) analysing the relevant market for potential sponsors.
Learning Outcomes of the Chapter
1. You will understand what are the requirements for the use of sports sponsorship as a funding instrument. 2. You will learn which framework conditions and success factors are important for the acquisition of sponsors in sports. 3. You will understand which steps have to be completed in order to develop a sports sponsorship concept.
S. Walzel (&) M. Schubert German Sport University Cologne, Cologne, Germany © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021 S. Walzel and V. Römisch (eds.), Managing Sports Teams, Management for Professionals, https://doi.org/10.1007/978-3-030-56495-7_9
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Introduction
The funding of sports today relies to a greater or lesser extent on the support of sponsors. It is almost indispensable in the field of semi-professional and professional top and spectator sports, and is often the most important source of revenue. Sports events, sports venues, teams, clubs, sportswear, and equipment are used today by a large number of companies to carry advertising messages, and reflect the breadth and variety of manifestations of sports sponsorship. Sport has become a popular and increasingly important communication medium for the business sector in recent decades. In the 1960s, the first manifestations of sports sponsorship were in the form of surreptitious advertising in the context of sports broadcasts on television (Bruhn 2010; Hermanns and Marwitz 2008). This development continued in the 1970s with the increasing commercialisation in sports. 1972 is considered the birth of sports sponsorship in Germany. The jerseys of the Eintracht Braunschweig football team ran for the first time with the logo of the company Jägermeister, and they received 160,000 DM (about 81,700 EUR, Hermanns and Marwitz 2008). More than 40 years later, spending on global sponsorship was forecasted to total 62.8 billion USD for 2017 (ESP 2017), and almost 80% of this is accounted for by sports. In Germany too, sport is by far the most important and most co
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