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Sponsoring- und Licensing-Strukturen der DFL und der EPL: Werbung in der DFL Deutsche Fußball Liga GmbH und der English Barclays Premier League

Sponsoring- und Licensing-Strukturen der DFL und der EPL: Werbung in der DFL Deutsche Fußball Liga GmbH und der English Barclays Premier League

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 2,0, Macromedia Fachhochschule der Medien Köln, Veranstaltung: Internationale Medienwirtschaft, Sprache: Deutsch, Abstract: Durch die voranschreitende Kommerzialisierung ist der Sport zu einem gesellschaftlich und wirtschaftlich bedeutsamen Faktor herangewachsen. Der sportliche Erfolg kann sich auf die ökonomischen Erfolge von Institutionen, Unternehmen und Vereinen auswirken. Die Bedeutung von Events wird in den wirtschaftlichen und gesellschaftlichen Bereichen immer größer. Aus diesem Grund wurde in den letzten Jahren eine Professionalisierung der Strukturen in Unternehmen, Verbänden, Vereinen und Institutionen vorgenommen, um Aufgabenbereich, wie beispielsweise das Marketing optimal zu gestalten. Vor diesem Hintergrund stellt Sportsponsoring für die verschiedenen Institutionen im Sport, wie beispielsweise Ligen, Vereine/Verbände, Veranstalter eine wichtige Refinanzierungsquelle dar. Gerade Ligen und Vereine sind durch wachsende Kosten auf die Einnahmen des Sportsponsorings angewiesen. Insbesondere das Sponsoring von Ligen ist - speziell im professionellen Fußball - zu einer bedeutenden Finanzierungsmöglichkeit geworden, von der alle Beteiligten einer Liga profitieren können. Hierbei sind heutzutage die finanziellen, getätigten Aufwendungen immens. Dies beweist nicht zuletzt das aktuelle Sponsoringengagement der Kreditkartengesellschaft Barclaycard bei der englischen Premier League durch ein dreijähriges Sponsorship für umgerechnet circa 142 Millionen Euro. Sportsponsoring bietet Unternehmen eine zielgruppenorientierte Ansprache in einem außergeschäftlichen Rahmen und einem emotionalen Umfeld. Darüber hinaus bietet das enorme mediale Interesse am Sport sponsernden Unternehmen eine außerordentliche Reichweite. Ziele von sponsernden Unternehmen sind es hierbei, Imagemerkmale des Sports auf sich, beziehungsweise ihrer Marke zu übertragen. Dies ermöglicht Unter


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Product Details
  • ISBN-13: 9783668460881
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Werbung in der DFL Deutsche Fußball Liga GmbH und der English Barclays Premier League
  • Width: 148 mm
  • ISBN-10: 3668460884
  • Publisher Date: 20 Jun 2017
  • Height: 210 mm
  • No of Pages: 50
  • Spine Width: 3 mm
  • Weight: 77 gr


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Sponsoring- und Licensing-Strukturen der DFL und der EPL: Werbung in der DFL Deutsche Fußball Liga GmbH und der English Barclays Premier League
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