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Strategic sports sponsorship in practice
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Within the field of sports marketing, this thesis primarily deals with the decision-making process that companies use to select the most suitable clubs for sponsorship. It analyses the motives that lead companies to sponsor professional football. Based on current specialist literature, a decision-making process is developed and then illustrated using the case study of Wiesenhof/Werder Bremen. Finally, mistakes are identified and recommendations for improvement are developed.
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Within the field of sports marketing, this thesis primarily deals with the decision-making process that companies use to select the most suitable clubs for sponsorship. It analyses the motives that lead companies to sponsor professional football. Based on current specialist literature, a decision-making process is developed and then illustrated using the case study of Wiesenhof/Werder Bremen. Finally, mistakes are identified and recommendations for improvement are developed.
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