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Werbebeschränkungen in Sportstadien und deren unmittelbarer Umgebung - Vereinbarkeit mit dem EU-Kartellrecht: Analyse am Beispiel der UEFA Champions League

Werbebeschränkungen in Sportstadien und deren unmittelbarer Umgebung - Vereinbarkeit mit dem EU-Kartellrecht: Analyse am Beispiel der UEFA Champions League

          
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About the Book

Inhaltsangabe: Einleitung: „The growth in the economic dimension of sport in recent years is spectacular". Lange schon dreht es sich im Sport nicht mehr nur um Ehre, Ruhm oder den olympischen Gedanken. Zwar wird dem Sport in der Gesellschaft eine bedeutende soziale und kulturelle Rolle zugeschrieben, mit zunehmender Popularität in der aktiven und passiven Freizeitgestaltung bezeichnet er aber nicht mehr nur ein rein gesellschaftliches Phänomen, sondern gleichwohl einen Teil des Wirtschaftslebens, in dem gerade Profivereine wie gewöhnliche Unternehmen agieren und gewinnorientiert handeln. Viele von ihnen sind sogar an der Börse notiert. So ist die schönste Nebensache der Welt zu einem beachtlichen Wirtschaftsfaktor geworden. „[...] Sport has increasingly become big business". Die Kommerzialisierung des Spitzensports hielt insbesondere in massenattraktiven Top-Sportarten wie dem Fußball Einzug, wo nun uneingeschränkt das Gesetz von Angebot und Nachfrage gilt - nicht nur hinsichtlich des Spielermarkts, des Verkaufs von Fan-Artikeln und Eintrittskarten oder der lang umstrittenen Vergabe von Fernsehübertragungsrechten, sondern auch bei der Vermarktung von Werberechten. Generell dient Werbung einem Unternehmen zur Übermittlung von Informationen an die Marktteilnehmer. Da der Sport breite Bevölkerungsschichten in seinen Bann zieht, ist er ein ideales Mittel, potentielle Zielgruppen über Werbemaßnahmen anzusprechen. So ging in den letzten Jahren mit dem gezielten Einsatz von Sport zu Werbezwecken eine ungeheure Entwicklung einher. Im Jahr 1985 lag der Gesamtumsatz für Sportwerbung noch bei 150 Mio. DM, bis zur Jahrtausendwende steigerte sich dieser Betrag auf 3 Mrd. DM. Der DFB verdiente in den Jahren 2001 bis 2004 pro Länderspiel einer deutschen Fußball-Nationalmannschaft, das live im Fernsehen übertragen wurde, etwa 1,2 Mio. Euro durch Bandenwerbung. Geschätztermaßen engagieren sich 83,3% der deutschen Unternehmen im Sportsponsoring und bringen dabei durchschnittlich 13


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Product Details
  • ISBN-13: 9783836601290
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 383660129X
  • Publisher Date: 28 Jan 2007
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Analyse am Beispiel der UEFA Champions League
  • Width: 148 mm


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Werbebeschränkungen in Sportstadien und deren unmittelbarer Umgebung - Vereinbarkeit mit dem EU-Kartellrecht: Analyse am Beispiel der UEFA Champions League
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Werbebeschränkungen in Sportstadien und deren unmittelbarer Umgebung - Vereinbarkeit mit dem EU-Kartellrecht: Analyse am Beispiel der UEFA Champions League
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