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Sponsorship of the 2024 European Soccer Championship in Germany: overview, perspectives, special features and developments

  • 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.

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Metadaten
Author of HS ReutlingenNufer, Gerd
URN:urn:nbn:de:bsz:rt2-opus4-49369
DOI:https://doi.org/10.4236/ojbm.2024.121020
ISSN:2329-3284
eISSN:2329-3292
Erschienen in:Open journal of business and management
Publisher:Scientific Research Publishing
Place of publication:Irvine, Calif.
Document Type:Journal article
Language:English
Publication year:2024
Tag:UEFA European Soccer Championship 2024; event sponsorship; soccer; sponsee; sponsor; sponsorship
Volume:12
Issue:1
Page Number:18
First Page:275
Last Page:292
DDC classes:650 Management
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY - Namensnennung 4.0 International