By Sponsoring one understands the support of an individual, a group, an organization, an institution or a meeting by financial, material (VIK "“VALUE in child"”) and/or services. Within the range of the network marketing/structure selling the term designates an enlisting and a training of new business partners.

Commercial Sponsoring is operated by enterprise (the sponsors) for the purpose marketing, in particular the communication politics. Differently than with the with which no direct economic use expectation prevails, the Sponsoring is based on the principle of the mutuality. As return of the gesponserten party (the Gesponsorte) mostly the Firmenlogo or the advertisement of the sponsor is shown in the public. Or the Gesponsorte approves of the kommunikative use of the person, institution or group. The mutual, mostly contractually agreed upon relations is called Sponsorship. The public interest, or the sympathy, which is brought to the Gesponsorten, is to be transferred on the sponsor. Further possible returns: reduced in price or free entrances with meetings for customers or coworkers of the sponsor, entrance to key persons, VIP boxes o. special causes etc.

The instrument of the Sponsoring supports and supplements other communication instruments of the enterprise (compares for this: if communication integrated), in addition, can function as basis for such. The Sponsoring is the basis however by SE a certain promotion intention.

Advantages of Sponsoring

• a speech and a contact care of the target group in not commercial situations are made possible
• the image of the person or group can be used for enterprise purposes and/or be transferred on the image of the sponsor and be used for the own communication objective
• Sponsoring offers a higher contact quality than classical communication (advertisement) in many cases
• target groups let themselves be responded, which cannot be achieved with classical communication measures
• partially Sponsoring offers the possibility, communication barriers of going around (e.g. in Germany advertising prohibition after 20:00 clock in the public TV-institutes)
• Mass media (e.g. Television or daily papers) can be used as multiplicator for Sponsoringbotschaften
• the increase of the Bekanntheitsgrades of the enterprise is made possible
• the motivation of the coworkers is improved

Manifestations of Sponsoring

In practice one differentiates between a multiplicity of different manifestations of the Sponsoring (after order of rank of the meaning): Sportsponsoring, art and Kultursponsoring, Sozio and/or Sozialsponsoring, Wissenschaftssponsoring. Within the medium range program and/or Mediensponsoring and on-line Sponsoring as specific form of the advertisement are used.

• From all Sponsoringarten the Sportsponsoring takes a dominant factor on position. The high interest of sport of the consumers and the broad acceptance form the basis of the business communication goals (e.g. positive image transfer). Sportsponsoring can according to the criteria kind of sport (e.g. Football, engine haven, tennis etc.), organizational unit (federation, association, crew, single sportsman, meeting etc.) and achievement level (professional, amateur, leisure sport) to be subdivided. Since the Sponsoring presupposes a certain interest of medium, above all medium-present kinds of sport profit. So e.g. nearly each professional football player has an advertising contract with a sports article company and carries then on articles of clothing or sport devices the Markenlogo of the advertising partner. But the sportsman gets a money then depending upon popularity paid. On the level of the crew sport there is hardly a team, which does not have a sponsor. The so-called main sponsor, whose Markenlogo on the leotard is illustrated, represents the most important source of income, further supporters e.g. by gang advertisement is communicated. Unity Braunschweig was the first association within the federal league, which with leotard advertisement (hunter master) accumulated. Further, current example: E.ON with Borussia Dortmund, KiK with Werder Bremen, T-Com with the FC Bavaria Munich, EnBW with the VfB Stuttgart. Strange examples, there rather unusually: The Punkband "“the dead trousers"” as leotard sponsor of the of soccer association Fortuna Duesseldorf or Dynamo Dresden, which carried the signature Dresden on the leotards. The FC Barcelona has traditionally no advertisement on the leotard, which will change however starting from the season 2006/2007 in the rest of.

• A further Sponsoringart (particularly within the range of the sport) became in the last years the name Sponsoring, the co-financing of around or new buildings of stages. Thus the medium company AOL bought for example the rights of the use of a name of the people park stadium in Hamburg, which for this time AOL arena is called or which Dortmunder Westphalia stadium, which is renamed starting from 2005 (for approx. 20 million euro) in signal Iduna park.

• Beside the Sportsponsoring in the last years also art or the Kultursponsoring was established. For this within the ranges screen end art, music, theatre, literature, film and sound broadcasting count. Measures represent the promotion of concerts, exhibitions or cultural meetings.

• Sozio or Sozialsponsoring

• makes possible for the enterprise, just as the Soziosponsoring to practice and represent its social responsibility. To note it is however that with the a reliability problem accompanies (e.g. Rescue of parts of the rain forest by the beer mark Krombacher).

• With the Wissenschaftssponsoring a new financing form in science and research receives introduction for some years. Outrider is here Institut for the future of the work. Here an private-economical enterprise undertakes the comprehensive financing of the research work without concrete - on the sponsor co-ordinated - results, as for instance during the third central research to call in.

Measurement of effect and success of the Sponsoring

By statistic methods can be determined, which characteristics (e.g. It decides kind of the appearance, Intergration of the Sponsoring, selection of the sponsor taker) over the fact whether Sponsoring succeeds. This presupposes however that success can be quantified. A renowned measuring instrument is the so-called Sponsoring navigator. It to DO Dresden in the context of a comprehensive success factor study developed. For this first sponsors and their sponsor taker were asked. Finally also the target group of the sponsor had to give information. For this visitors of the meeting were interviewt. A comparison of the answers with those of similar consumers, which had however not attended that gesponsertem Event, made it possible then to determine the effect of the Sponsoring.

Whether a measure was successful, can be judged only if an enterprise has concrete goals before eyes, which it would like to reach with a measure. The Sponsoring navigator considers six global goal criteria. In addition comes a condition, which must be fulfilled, so that Sponsoring can work: The visitors should notice the sponsor as such ("„Awareness "“). The factor "„image "“consists in addition of a multiplicity of characteristics of a mark, can which be mediated with Sponsoring more or less well. So a company could intend for example, the target group engage to appear more reliable or more interesting. Altogether Sponsoring is effective, if visitors of the supported meeting evaluate the enterprise of sympathetic, singular etc. than representatives of the target group, which did not experience the Sponsoring. Thereby if the goals of the enterprise are reached, this Sponsoring effect represents also a success.

Articles in category "Sponsoring"

We found here 2 articles.

Related Websites

We found here 5 related websites.

• CIC Canada | Sponsor a Family Member
  Sponsoring a Relative or Family Member. If you want to sponsor any of the above listed relatives or family members, you may have to meet certain income ...


• COSO
  The Commission was wholly independent of each of the sponsoring organizations, and contained representatives from industry, public accounting, ...


• Sponsor a Child
  Alternatively for donors outside the UK: Guide to sponsoring a children from ... Sponsorship is a natural extension of this instinct, but by sponsoring ...


• sponsoring - - ING.com
  Sponsoring is one of the ways in which ING gives shape to its role as a good ... Here we explain our policy for sponsoring and charitable donations. ...


• Sponsoring someone to Australia - Department of Immigration and ...
  spouse, partner or fianc