Sponsoring im deutschen Profi-Fußball
Imported Edition - Ships in 18-21 Days
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Imported Edition - Ships in 18-21 Days
Free Shipping in India on orders above Rs. 500
Inhaltsangabe: Einleitung: Fu ball ist die unangefochtene Sportart Nummer eins in Deutschland. Der Deutsche Fu ball-Bund (DFB) ist der mitgliederstärkste Verband der Welt, die Fu ball-Bundesliga wird zudem jede Woche von einem Millionenpublikum verfolgt und liefert täglich neue Schlagzeilen im Fernsehen und den Printmedien. Der Profi-Fu ball in Deutschland hat sich mittlerweile zu einem lukrativen Milliardengeschäft entwickelt, wobei in jeder Saison von neuen Umsatzrekorden berichtet wird. Die Bundesligaclubs lassen sich daher mit professionell geführten Wirtschaftsunternehmen vergleichen. Ihre Etats betragen teilweise über 80 Millionen Euro im Jahr. Die Insolvenz der Kirch-Gruppe im Frühjahr 2002 hat allerdings viele Vereine in eine Finanzkrise gestürzt, da die Bundesligisten auf einen Teil der zugesicherten TV-Gelder verzichten mussten und in Zukunft nicht mehr mit ähnlich hohen Beträgen aus den Fernsehrechten rechnen können. Nach der TV-Krise haben viele Vereine erkannt, dass Sponsoring ein geeignetes Mittel ist, um die verringerten Fernseheinnahmen zu kompensieren. Unter Sponsoring versteht man die Nutzung verschiedenster Werbeflächen" eines Sportvereins durch Unternehmen über einen bestimmten Zeitraum. Trotz anfänglicher Distanz und Ablehnung seitens der Medien hat sich Sponsoring in der Fu ball-Bundesliga zu einer nicht mehr wegzudenkenden Einnahmequelle entwickelt. Waren es in den 70er Jahren lediglich Banden und Trikotwerbung, so haben sich die Sponsorenmöglichkeiten innerhalb der Bundesliga kontinuierlich weiterentwickelt. Die Einnahmen der Bundesliga aus diesem Bereich sind im europäischen Vergleich auf einem sehr hohen Niveau. Die Umbenennung des Hamburger Volksparkstadions in AOL Arena" oder der Vertrag der deutschen Telekom mit dem FC Bayern München haben in den Medien für gro e Diskussionen gesorgt. Die vorliegende Diplomarbeit versucht, einen Überblick über die vielfältigen Sponsoringmöglichkeiten innerhalb der Bundesliga zu geben und die Bedeut
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