TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
T1  - Sponsorship of the 2024 European Soccer Championship in Germany: overview, perspectives, special features and developments
JF  - Open journal of business and management
N2  - In this paper, the essential sponsorship basics are presented and the communication instrument of sports sponsorship is illustrated. Building on this, both the perspectives of sponsors and sponsees are examined in detail. In addition, the special features of sports event sponsorships are highlighted. Finally, current developments in sports sponsorship in the context of the FIFA Soccer World Cup 2022 in Qatar and the UEFA European Soccer Championship 2024 in Germany are compared and discussed.
KW  - sponsorship
KW  - soccer
KW  - UEFA European Soccer Championship 2024
KW  - sponsor
KW  - sponsee
KW  - event sponsorship
Y1  - 2024
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-49369
SN  - 2329-3284
SS  - 2329-3284
U6  - https://doi.org/10.4236/ojbm.2024.121020
DO  - https://doi.org/10.4236/ojbm.2024.121020
VL  - 12
IS  - 1
SP  - 275
EP  - 292
S1  - 18
PB  - Scientific Research Publishing
CY  - Irvine, Calif.
ER  -