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.
| Author of HS Reutlingen | Nufer, 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): |  Creative Commons - CC BY - Namensnennung 4.0 International |
