berufskolleg barmen europaschule · the history of modern sports marketing ... coca cola and dosb...

Berufskolleg Barmen Europaschule

Topic

Business and cultural aspects of sports and sports events

Sports marketing

Index of contents

Definition of sponsoring, sport sponsoring & Definition of sponsoring, sport sponsoring & aimsaims

Top sponsors in GermanyTop sponsors in Germany

Düsseldorf: a city sponsoring local eventsDüsseldorf: a city sponsoring local events

Review: advantages & disadvantagesReview: advantages & disadvantages

Top sponsors in Germany

TelekomTelekom AdidasAdidas BMWBMW BayerBayer Mercedes BenzMercedes Benz NikeNike Coca-ColaCoca-Cola VWVW

Definition of Sponsoring

To sponsor something means To sponsor something means to support an event, activities, persons, to support an event, activities, persons,

organisations financially or through the organisations financially or through the provision of products or services.provision of products or services.

A sponsor is the individual or a A sponsor is the individual or a company that provides the support.company that provides the support.

Definition of Sport Sponsoring

A realationship between sport and ecomony A realationship between sport and ecomony that is based on financial support or service that is based on financial support or service for a service in return.for a service in return.

An innovative instrument of communication An innovative instrument of communication and a fixed part of the marketing mix today.and a fixed part of the marketing mix today.

Definition of Aims of Sponsoring

To improve the image of a company or a To improve the image of a company or a product (positive image)product (positive image)

To increase the degree of popularity of the To increase the degree of popularity of the event.event.

Sponsoring serves as advertising “material“Sponsoring serves as advertising “material“

Types of Sponsoring

SportsSports EntertainmentEntertainment ArtsArts MediaMedia

Telekom

Sports sponsoring since the 90‘sSports sponsoring since the 90‘s T-Home is sponsoring DFB & FC Bayern T-Home is sponsoring DFB & FC Bayern

MünchenMünchen T-Systems is sponsoring Formula One team T-Systems is sponsoring Formula One team

„BMW“„BMW“ Association of the disabled and the Association of the disabled and the

International Paralympic ComiteeInternational Paralympic Comitee Tour de France was sponsored until 2007Tour de France was sponsored until 2007

Adidas Sponsor since 1970Sponsor since 1970 Adidas is the sponsor of the World Championship Adidas is the sponsor of the World Championship

2010 & 20142010 & 2014 The longest existing and successful partnership in The longest existing and successful partnership in

the history of modern sports marketingthe history of modern sports marketing Official sponsor of prominent football clubs like Official sponsor of prominent football clubs like

FC Bayern München, Real Madrid, FC Mailand...FC Bayern München, Real Madrid, FC Mailand...

BMWMotorsportsMotorsports

F1 with their own teamF1 with their own team Touring car championshipTouring car championship MotorbikeMotorbike

YachtingYachting

With their own team (BMW Oracel)With their own team (BMW Oracel) Building hightech racing yachtsBuilding hightech racing yachts Presenter of yachting eventsPresenter of yachting events

Bayer

One of the biggest sports sponsors in One of the biggest sports sponsors in GermanyGermany

Sponsor for more than 100 yearsSponsor for more than 100 years Promotion of all levels of sportPromotion of all levels of sport Reasons: improving people‘s healthReasons: improving people‘s health

Mercedes-Benz

Every year MB awards the best sportsmen Every year MB awards the best sportsmen and women with the Laureus world sports and women with the Laureus world sports trophytrophy

Tennis (ATP)Tennis (ATP) Football (DFB)Football (DFB) Motorsports (F1, F3 & DTM)Motorsports (F1, F3 & DTM) GolfGolf

Nike

Major sponsor of clothing and shoes for Major sponsor of clothing and shoes for tennis playerstennis players

Sponsors football clubs likeSponsors football clubs like Borussia Dortmund, Manchester United, Borussia Dortmund, Manchester United,

FC Barcelona and Inter MailandFC Barcelona and Inter Mailand

Coca-Cola

Sponsoring Supports many sport clubs and sport events on national, Supports many sport clubs and sport events on national,

regional and local stagesregional and local stages May 2007 they have started an event for more exercise and May 2007 they have started an event for more exercise and

sport in everyday lifesport in everyday life Event “Mission Olympic“: Germany searches the most Event “Mission Olympic“: Germany searches the most

active German cityactive German city Coca Cola and DOSB want to support German sports Coca Cola and DOSB want to support German sports

through this campaignthrough this campaign The team that wins, gets 100,000 € The team that wins, gets 100,000 € They decide for themselves, what to do with the moneyThey decide for themselves, what to do with the money

Coca-Cola & sport

They worked with FIFA and UEFA since 1978They worked with FIFA and UEFA since 1978 In 1998 they concluded a contract for the World In 1998 they concluded a contract for the World

Championship for 2002 and 2006Championship for 2002 and 2006 In November 2005 the contract has been extended In November 2005 the contract has been extended

up to 2022up to 2022 Active in the national league for about 25 yearsActive in the national league for about 25 years 32 clubs of the national league and second 32 clubs of the national league and second

national league national league Supports the little regional clubs and young talents Supports the little regional clubs and young talents

of high schools and football schoolsof high schools and football schools

The oldest sponsor of the Olympic Games

Coca Cola has supported the Olympic Coca Cola has supported the Olympic Games since 1928Games since 1928

Coca Cola helped to finance the American Coca Cola helped to finance the American team, to take part in the Olympic Gamesteam, to take part in the Olympic Games

Coca Cola has the longest active sponsorCoca Cola has the longest active sponsor Current contract with the International Current contract with the International

Olympic Comittee to 2020Olympic Comittee to 2020

Olympic Games for the handicapped sportsman and sportswomen

Coca Cola supports the Paralympics, tooCoca Cola supports the Paralympics, too

Arranges many little competitions for Arranges many little competitions for mentally handicappedmentally handicapped

Volkswagen

Olympic Games 2008Olympic Games 2008 Volkswagen sports is the main sponsor of Volkswagen sports is the main sponsor of

VFL WolfsburgVFL Wolfsburg

Sponsoring on a local basis

Sport city DüsseldorfSport city Düsseldorf

German Touring car championshipGerman Touring car championship Many other eventsMany other events

advantages & disadvantages

Advantages:

Possible to get into contact with the target group Possible to get into contact with the target group in situations that are not commercialin situations that are not commercial

Target groups can be addressed which cannot be Target groups can be addressed which cannot be reached with classical communication measures.reached with classical communication measures.

Disadvantages

Risks can not be calculated e.g. doping Risks can not be calculated e.g. doping cases of sportsmen and bad achievements.cases of sportsmen and bad achievements.

Risk of bad attitudes of non-fans towards Risk of bad attitudes of non-fans towards the sponsoring companythe sponsoring company