Projektierung einer Sportveranstaltung am Beispiel "Super Bowl": Seine Entstehung, Ziele und Bedeutung unter Berücksichtigung der PR und des Eventmark
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Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Europa Campus, Sprache: Deutsch, Abstract: Der Super Bowl ist das grö te mediale Ereignis eines jeden Jahres in den Vereinigten Staaten von Amerika. Das erste Mal ausgetragen 1967 in Los Angeles vor 63.000 Zuschauern fand 2013 der 47ste Super Bowl vor 71.024 Zuschauern statt. Wurde das erste Endspiel noch von zwei TV Sendern gemeinsam übertragen entwickelte sich im Laufe der Jahre ein harter Konkurrenzkampf zwischen den bestimmenden TV Sendern des Landes. Diese Konkurrenz, die Attraktivität des Sports für das Publikum und damit auch für die Werbetreibende Wirtschaft führte im Verlaufe der Jahre zu immer höheren Summen, die für Rechte zu zahlen waren. Konnten Rechte 1962 noch für weniger als $5 Millionen pro Jahr erworben werden, mussten die Sender in der letzten Verhandlungsrunde für die Jahre 2006-20013 teilweise deutlich über $1 Milliarde zahlen. Entsprechend dieser Entwicklung steigerten sich auch die Preise, die Unternehmen für Werbezeiten während des Finalspiels zahlen müssen. War der Preis für einen 30 Sekunden Spot 1967 noch bei $40.000, lag er 2013 ganze 9500 mal höher, bei $3.8 Millionen.
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