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Stadionvermarktung im Sport: Besonderheiten, Chancen und Risiken des Namingright

Stadionvermarktung im Sport: Besonderheiten, Chancen und Risiken des Namingright

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 2,0, Internationale Berufsakademie der F+U Unternehmensgruppe Heidelberg, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, das in Deutschland noch junge Sponsoringinstrument der Namensrechtevergabe zu definieren und einen Überblick über die Thematik zu verschaffen. Aufgezeigt werden die Chancen für die beteiligten Parteien, die Risiken eines Namingright-Deals, alternative Formen, sowie die Besonderheiten dieser Sponsoringform, um im Verlauf neue Erkenntnisse bezüglich des Themas zu eruieren und es als Teildisziplin des Sportsponsoring einordnen zu können. Beginnend mit dem Wrigley Field in den USA 1926 und der AOL-Arena in Hamburg 2001 ist die Namensgebung einer Sportstätte durch kommerzielle Wirtschaftsunternehmen mittlerweile ein gängig verwendetes Instrument des Sponsorings. Kaum ein Club kann es sich erlauben, auf die zusätzlichen Einnahmen aus Namingright-Deals zu verzichten, und so gewährt man Sponsoren das einzigartige und emotionale Umfeld von Sportstätten als Instrument der eigenen Kommunikationspolitik zu nutzen, indem die Sportstätte den Namen des sponsernden Unternehmens trägt. Das hohe Aufkommen an Namingrights verdeutlicht, dass das sogenannte Namingright-Sponsoring sowohl für die Betreiber einer Sportstätte als auch für sponsernde Unternehmen ein sehr lukratives Geschäft darstellen kann. Die Durchführung eines Namingright-Deals bedarf im Vorfeld zunächst unzählige Vorbereitungen, um durch betriebliche, sportliche und marktrelevante Einflüsse die Wertigkeit zu steigern und eine erfolgreiche Umsetzung realisieren zu können. Sowohl für den Sponsor, als auch für den Gesponserten. Rechtliche Grundlagen sind zu klären und in Form eines Vertrages niederzuschreiben, um Risiken zu minimieren und auf mögliche Eventualitäten vorbereitet zu sein.


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Product Details
  • ISBN-13: 9783668617544
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Weight: 50 gr
  • ISBN-10: 3668617546
  • Publisher Date: 08 Feb 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Besonderheiten, Chancen und Risiken des Namingright
  • Width: 148 mm

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Stadionvermarktung im Sport: Besonderheiten, Chancen und Risiken des Namingright
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