Discover sponsorship opportunities in the world of sport. We will focus specifically on football and big events like the World Cup. Sponsored events or teams is it beneficial? Why are crazy sums spending on the best teams on the planet ?

1. THE ROLE OF
SPONSORING IN THE
FOOTBALL INDUSTRY
B E N E D I K T G R A B I N S K I – C A R O L I N M Ü L L E R - J U L I A N H E N S E - L E N N A R T K U R K A – LU C A S M A I L L A R D – P I E R R E A U D R A N
N O . : 7 0 4 2 1 4 0 6 – N O . : 7 0 4 5 4 1 4 1 - N O . : 7 0 4 2 1 2 3 7 – N O . : 7 0 4 3 8 2 8 4 – N O . : 7 0 4 5 6 4 2 1 – N O . : 7 0 4 5 6 4 3 5
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 1

2. IS IT BENEFICIAL FOR SPORT
MANUFACTURERS TO SPONSOR IN
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 2

3. Agenda
1) Introduction and definition of the term sponsoring
2) Financial facts about companies sponsoring with Adidas and Nike
3) Example of competition (Football World Cup 2014)
4) Examples of succesful sponsoring projects
5) Conclusion
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 3

4. Definition of Sponsoring
• Act of supporting an event, activity, person, or organization
• Financially or through provision of products or services
• Individual or group that provides support  sponsor
• Sponsorship is done with the expectation of a commercial return
• Sponsorship ≠ advertising
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 4

5. FINANCIAL BENEFIT BRAND
AWARENESS
LOYALIT
Y
CONSUMER
PREFERENCE
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 5

6. 2) FACTS
ABOUT
COMPANIES
SPONSORING
19/05/2017SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 6

7. 19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 7
TOTAL TURNOVER
2,5$ BILLION
FOOTBALL SECTOR
37% OF THE
FOOTBALL MARKET
SHARE IN THE WORLD
18 SPONSORED
EUROPEAN CLUBS
4 MILLIONS PER
YEAR TO
SPONSOR GARETH
BALE
97$ MILLION
PER YEAR TO
SPONSOR
MANCHESTER
UNITED

8. 19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 8
TOTAL TURNOVER
FOOTBALL SECTOR
1,9$ BILLION
29% OF
FOOTBALL
MARKET
SHARE IN THE
WORLD
26 SPONSORED
EUROPEAN CLUBS
120$ MILLION
TO SPONSOR FC
BARCELONA
19$ MILLION PER
YEAR TO SPONSOR
C.RONALDO

9. 19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 9

10. 3) IMAGE BENEFIT OF SPONSORS
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 10
- Adidas and Nike
sponsor 85% of the
worldwide football
competition
- Main sponsors: Hyundai,
adidas and Coca-cola

11. 19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 11

12. 4) SUCCESFUL
SPONSORING
EXAMPLES
19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 12
- Supplier of the marathon
worldrecord runner Kimetto
2014
- Supplier of Manchester
United  Adidas pays 1$
billion and expects 1.5$
billion return
- Bayern Munich gets 60
millions and sells about 1.3
millions shirts yearly

13. IS IT BENEFICIAL FOR SPORT
MANUFACTURERS TO SPONSOR IN19/05/2017 SPONSORING | SUBMITTED TO DIPL.-ING. HARMELING | OSTFALIA 13