EAN: 9783658076832

ANGEWANDTE MARKETINGFORSCHUNG SPONSOR- AND CO...

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies
are conducted  based on a comprehensive literature review. Implications from both studies are
derived that can guide sponsorship managers in their daily business. Successful sports
marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to
improve and enhance customer experience to be able to engage in a conversation with them. The
first study analyses activation means by conducting a multi-level field study combining data
about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study
examines international differences in sponsorship effectiveness of Formula One sponsors.

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