This book examines a five-year old football club from Leipzig which was founded by Red Bull for
marketing reasons. Because the audience's interest is surprisingly high the motivation for the
attendance of those fans has been investigated. To identify the degree of affiliation of
Leipzig fans with the club the SSIS has also been examined. In a survey both online and at the
stadium 223 football fans have been interviewed to give their opinion on RB Leipzig. In order
to approach the core topic the literature review considers sport sponsoring identity based
team brand management and team identification.
