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Communication Topics in Sports Marketing

In: Sports Marketing

Author

Listed:
  • Manfred Bruhn

    (University of Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

This chapter deals with communication policy in sports marketing. From the perspective of the marketer or the sponsored party, sponsoring is a marketing tool, from the perspective of the company or the sponsor, a communication tool alongside other marketing and corporate communication tools. When it comes to communication in sports marketing, on the one hand, the means and ways of sports actors to address/establish contact and maintain contact with their stakeholders are of great importance, on the other hand, how sponsoring organizations implement their use of communication rights so that a successful cooperation actually results from the partnership agreement. The basis for this is the consideration of the possibilities of communication and advertising rights in sports marketing. This applies to sports marketing and sports sponsorship alike. Particular attention is paid to the perspective of sports sponsorship from a corporate perspective in order to clearly recognize the perspective of the partner.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2023. "Communication Topics in Sports Marketing," Springer Books, in: Sports Marketing, chapter 0, pages 59-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39122-5_6
    DOI: 10.1007/978-3-658-39122-5_6
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