Sponsoring von Sport-Events als Ergänzung des Kommunikations-Mix von Unternehmen : am Beispiel des Engagements von Emirates und Hyundai beider FIFA WM 2010TM
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- The study focused on the sponsoring of sport events and how companies can use it successfully. The aim of this study was to analyse the usage of sponsoring, especially in relation with sports and sport events. The declining effect of advertising is an increasing problem and so companies need to focus on integrated marketing communications. IMC means the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers. The advantages of sports-sponsoring are also shown and should convince the reader that this instrument is one of the best available. Also the risks of sport event sponsoring, like the new phenomenon, ambush marketing are explained. A case study, in which the sponsoring of the FIFA World Cup 2010TM in South Africa through Emirates and Hyundai is described, establishes the practical relevance.