650 Management
Refine
Document Type
- Journal article (62)
- Conference proceeding (43)
- Book chapter (29)
- Book (12)
- Working Paper (4)
- Anthology (2)
- Doctoral Thesis (1)
Language
- English (153) (remove)
Is part of the Bibliography
- yes (153)
Institute
- ESB Business School (90)
- Informatik (41)
- Texoversum (18)
- Life Sciences (2)
- Technik (2)
Publisher
- Springer (43)
- MIT Center for Information Systems Research (14)
- Elsevier (9)
- Wiley (7)
- Emerald (6)
- Center for Promoting Education and Research (5)
- IEEE (4)
- RWTH Aachen (4)
- Academy of Management (3)
- Association for Information Systems (3)
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.