1. Berufskolleg Barmen Europaschule

2. Topic Business and cultural aspects of sports and sports events Sports marketing

3. Index of contents Definition of sponsoring, sport sponsoring & aims Definition of sponsoring, sport sponsoring & aims Top sponsors in Germany Top sponsors in Germany Düsseldorf: a city sponsoring local events Düsseldorf: a city sponsoring local events Review: advantages & disadvantages Review: advantages & disadvantages

4. Top sponsors in Germany Telekom Telekom Adidas Adidas BMW BMW Bayer Bayer Mercedes Benz Mercedes Benz Nike Nike Coca-Cola Coca-Cola VW VW

5. Definition of Sponsoring To sponsor something means To sponsor something means to support an event, activities, persons, organisations financially or through the provision of products or services. to support an event, activities, persons, organisations financially or through the provision of products or services. A sponsor is the individual or a company that provides the support. A sponsor is the individual or a company that provides the support.

6. Definition of Sport Sponsoring A realationship between sport and ecomony that is based on financial support or service for a service in return. A realationship between sport and ecomony that is based on financial support or service for a service in return. An innovative instrument of communication and a fixed part of the marketing mix today. An innovative instrument of communication and a fixed part of the marketing mix today.

7. Definition of Aims of Sponsoring To improve the image of a company or a product (positive image) To improve the image of a company or a product (positive image) To increase the degree of popularity of the event. To increase the degree of popularity of the event. Sponsoring serves as advertising “material“ Sponsoring serves as advertising “material“

8. Types of Sponsoring Sports Sports Entertainment Entertainment Arts Arts Media Media

10. Telekom Sports sponsoring since the 90‘s Sports sponsoring since the 90‘s T-Home is sponsoring DFB & FC Bayern München T-Home is sponsoring DFB & FC Bayern München T-Systems is sponsoring Formula One team „BMW“ T-Systems is sponsoring Formula One team „BMW“ Association of the disabled and the International Paralympic Comitee Association of the disabled and the International Paralympic Comitee Tour de France was sponsored until 2007 Tour de France was sponsored until 2007

12. Adidas Sponsor since 1970 Sponsor since 1970 Adidas is the sponsor of the World Championship 2010 & 2014 Adidas is the sponsor of the World Championship 2010 & 2014 The longest existing and successful partnership in the history of modern sports marketing The longest existing and successful partnership in the history of modern sports marketing Official sponsor of prominent football clubs like FC Bayern München, Real Madrid, FC Mailand... Official sponsor of prominent football clubs like FC Bayern München, Real Madrid, FC Mailand...

14. BMWMotorsports F1 with their own team F1 with their own team Touring car championship Touring car championship Motorbike MotorbikeYachting With their own team (BMW Oracel) With their own team (BMW Oracel) Building hightech racing yachts Building hightech racing yachts Presenter of yachting events Presenter of yachting events

16. Bayer One of the biggest sports sponsors in Germany One of the biggest sports sponsors in Germany Sponsor for more than 100 years Sponsor for more than 100 years Promotion of all levels of sport Promotion of all levels of sport Reasons: improving people‘s health Reasons: improving people‘s health

18. Mercedes-Benz Every year MB awards the best sportsmen and women with the Laureus world sports trophy Every year MB awards the best sportsmen and women with the Laureus world sports trophy Tennis (ATP) Tennis (ATP) Football (DFB) Football (DFB) Motorsports (F1, F3 & DTM) Motorsports (F1, F3 & DTM) Golf Golf

20. Nike Major sponsor of clothing and shoes for tennis players Major sponsor of clothing and shoes for tennis players Sponsors football clubs like Sponsors football clubs like Borussia Dortmund, Manchester United, FC Barcelona and Inter Mailand Borussia Dortmund, Manchester United, FC Barcelona and Inter Mailand

22. Coca-Cola Sponsoring Supports many sport clubs and sport events on national, regional and local stages Supports many sport clubs and sport events on national, regional and local stages May 2007 they have started an event for more exercise and sport in everyday life May 2007 they have started an event for more exercise and sport in everyday life Event “Mission Olympic“: Germany searches the most active German city Event “Mission Olympic“: Germany searches the most active German city Coca Cola and DOSB want to support German sports through this campaign Coca Cola and DOSB want to support German sports through this campaign The team that wins, gets 100,000 € The team that wins, gets 100,000 € They decide for themselves, what to do with the money They decide for themselves, what to do with the money

23. Coca-Cola & sport They worked with FIFA and UEFA since 1978 They worked with FIFA and UEFA since 1978 In 1998 they concluded a contract for the World Championship for 2002 and 2006 In 1998 they concluded a contract for the World Championship for 2002 and 2006 In November 2005 the contract has been extended up to 2022 In November 2005 the contract has been extended up to 2022 Active in the national league for about 25 years Active in the national league for about 25 years 32 clubs of the national league and second national league 32 clubs of the national league and second national league Supports the little regional clubs and young talents of high schools and football schools Supports the little regional clubs and young talents of high schools and football schools

24. The oldest sponsor of the Olympic Games Coca Cola has supported the Olympic Games since 1928 Coca Cola has supported the Olympic Games since 1928 Coca Cola helped to finance the American team, to take part in the Olympic Games Coca Cola helped to finance the American team, to take part in the Olympic Games Coca Cola has the longest active sponsor Coca Cola has the longest active sponsor Current contract with the International Olympic Comittee to 2020 Current contract with the International Olympic Comittee to 2020

25. Olympic Games for the handicapped sportsman and sportswomen Coca Cola supports the Paralympics, too Coca Cola supports the Paralympics, too Arranges many little competitions for mentally handicapped Arranges many little competitions for mentally handicapped

27. Volkswagen Olympic Games 2008 Olympic Games 2008 Volkswagen sports is the main sponsor of VFL Wolfsburg Volkswagen sports is the main sponsor of VFL Wolfsburg

29. Sponsoring on a local basis Sport city Düsseldorf German Touring car championship German Touring car championship Many other events Many other events

30. advantages & disadvantages Advantages: Possible to get into contact with the target group in situations that are not commercial Possible to get into contact with the target group in situations that are not commercial Target groups can be addressed which cannot be reached with classical communication measures. Target groups can be addressed which cannot be reached with classical communication measures.

31. Disadvantages Risks can not be calculated e.g. doping cases of sportsmen and bad achievements. Risks can not be calculated e.g. doping cases of sportsmen and bad achievements. Risk of bad attitudes of non-fans towards the sponsoring company Risk of bad attitudes of non-fans towards the sponsoring company