Sport sponsoring in the automotive industry : criteria for creating a successful sponsoring strategy and choosing the right form of sponsoring based on real case examples - with the output of defining recommendations for decision makers

Abstract

In recent years, sponsoring has increased its importance as an excellent communication tool for companies because it can not only convey promotional messages much more subtly and less intrusively than traditional advertising measures, but can also create an identification forum for potential customers. This thesis focuses on one of the most popular forms of sponsoring in the automotive industry in Austria: sport sponsoring. To develop this thesis, theoretical as well as empirical data was used. The theoretical part develops the framework into which the results of the empirical surveys are integrated, leading to the output of this paper, namely, decision criteria for identifying successful sponsoring strategies in the automotive industry. Alternatives of sponsoring individuals, teams or specific sports events will be examined, taking into account the different effects for the sponsoring company. In times when budgets are increasingly under pressure, the question of short-term vs. long-term returns from the sponsoring commitments will also be addressed. The objective of this master thesis is to show decision makers the advantages and disadvantages of various sponsoring opportunities and thus to facilitate the decision for a certain form of sponsorship. In line with the respective corporate strategy this master thesis should be helpful in determining whether the sponsorship of individual athletes, teams, or sports events is the most reasonable and appropriate for the company. An important element of successful sponsoring is the structured approach to managing a sponsorship project within the communication strategy and the defined objectives and limitations of any organization. Identifying this process is meant to provide a valuable tool. At the end of this paper, criteria for developing a successful sponsoring strategy will be proposed in order to help policy makers to reach an effective choice. This paper is aimed at larger companies such as OEM-s as well as at SME-s from the automotive industry. Nevertheless the results of the research can also provide guidance to smaller institutions like car-dealerships to find an effective strategy in the growing world of sponsoring. Moreover, this thesis can also provide information for athletes, teams and organizers of events looking for sponsors, as they will learn to better understand the world of sponsoring and therefore be able to identify potential win-win situations within industry.