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Sportsponsoring am Beispiel des 31. Reitturniers in Panitzsch / Cunnersdorf 2001

Sportsponsoring am Beispiel des 31. Reitturniers in Panitzsch / Cunnersdorf 2001

          
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About the Book

Studienarbeit aus dem Jahr 2000 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,3, Universität Leipzig (Institut für Kulturwissenschaften), Veranstaltung: Kultursponsoring, Sprache: Deutsch, Abstract: Zahlreiche kulturelle und sportliche Veranstaltungen können gegenwärtig nicht mehr ohne die Unterstützung zahlungskräftiger Unternehmen aus der freien Wirtschaft durchgeführt werden. Im Bereich des Sportsponsorings, welches sich in den letzten Jahrzehnten rasant entwickelt hat, ist diese Art der Finanzierung von Veranstaltungen, Vereinen oder Sportlern heute nicht mehr wegzudenken. Unter dem Begriff Sponsoring versteht Manfred Bruhn "die Planung, Organisation, Durchführung und Kontrolle sämtlicher Aktivitäten, die mit der Bereitstellung von Geld, Sachmitteln, Dienstleistungen oder Know-how durch Unternehmen und Institutionen zur Förderung von Personen und Organisationen in den Bereichen Sport, Kultur, Soziales und Umwelt verbunden sind, um damit gleichzeitig eigene Marketing- und Kommunikationsziele zu erreichen." Bruhn grenzt das Sponsoring zum Mäzenatentum ab, da hier das Geben von Mitteln oder Leistungen aus rein altruistischen, also selbstlosen und uneigennützigen Zielen erfolgt und keine Gegenleistung verlangt wird. Auch zum Spendenwesen gibt es Unterschiede, denn eine Spende hat meist steuerliche Gründe, die auf Unternehmensseite gerade zum Jahresende eine - unter Umständen - recht willkommene Ausgabe ist. Das Sponsoring beruht auf dem Prinzip von Leistung und Gegenleistung. Hierfür gibt es auf beiden Seiten vielfältige Einsatzmöglichkeiten. Wird zum Beispiel ein Fußballverein von einem Automobil-Hersteller gesponsert, so ist das Logo des Herstellers meist auf den Trikots und Trainingsanzügen der Spieler aufgedruckt und somit bei jedem Auftritt in der Öffentlichkeit sichtbar. Sind bei dem Spiel auch die Medien vertreten, die das Logo in Presse oder Fernsehen verbreiten, dann ist das Sponsoring für den Hersteller eine höchst wirksame PR-Maßnahme


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Product Details
  • ISBN-13: 9783638864831
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3638864839
  • Publisher Date: 29 Nov 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm


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