was geht in der sponsoringszene?...shared stadia were only counted once (e.g. san siro stadium of...
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WAS GEHT IN DER SPONSORINGSZENE?
EIN ÜBERBLICK
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TOP 6 TRENDS IM SPORTSPONSORING
KOMMERZIALISIERUNG
PARTNERSCHAFTEN
ANFORDERUNGEN AN
MESSBARKEIT
SPORT MEETS ENTERTAINMENT
SPORTS VENUES VS.
IN-HOME EXPERIENCE
DIGITALE REVOLUTION
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KOMMERZIALISIERUNG
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WELTWEITES SPONSORING-VOLUMEN 2010 – 2018
SPONSORING ALS WICHTIGSTER TREIBER
Quelle: Repucom Analyse 2014, AZF Sports Business Report (1. Ausgabe) / Angaben in Mrd. US-Dollar
$0b
$10b
$20b
$30b
$40b
$50b
$60b
$70b
2010 2011 2012 2013 2014 2015 2016 2017 2018
Sponsoring
Medienrechte
Ticketing
Merchandising
1 3
2
Sponsoring 2013 erstmals
größer als Ticketing
Beschleunigtes Sponsoring-Wachstum
bis zur WM 2018 in Russland
4
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WELTWEITE TOP-SPONSORSHIPS
Quelle: Repucom, Market Intelligence-Studie 2015
TOP- SPONSORINGDEALS
AUSRÜSTER
PREMIER-LEAGUE-VEREINE
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PARTNERSCHAFTEN – MEHR ALS
EINE SPONSORINGBEZIEHUNG
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ANFORDERUNGEN AN
MESSBARKEIT
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WEBSITE VISITS
ERFOLGSKONTROLLE
IF YOU CAN´T MEASURE IT
YOU CAN´T MANAGE IT!
36%
28%
37%
desktop mobile tablet
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SPORT MEETS ENTERTAINMENT
…oder dies…
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“THE INTERNET HAS UNITED GEEKS ALL ACROSS THE WORLD TO TURN
ESPORTS FROM A NICHE PAST TIME TO A HUGELY POPULAR PHENOMENON
THAT HAS SEEN EXPLOSIVE GROWTH.”
SPORT, GEMEINSCHAFTSGEFÜHL UND EMOTIONEN
Paul Tassi, Sports Writer, Forbes
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SPORTS VENUES VS.
IN-HOME EXPERIENCE
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CONNECTED STADIUM
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BUNDESLIGA
CONNECTED STADIUM: WLAN-STATUS IN EUROPE
Quelle: Repucom, Market Intelligence-Studie 2015
Shared stadia were only counted once (e.g. San Siro Stadium of Milan and Inter); AS Roma’s
projected stadium is taken into account as the club plans to integrate Wi-Fi into this venue
PREMIER LEAGUE 3
17
SERIE A 3
14
3
6
9
LFP 1
2
17
LIGUE 1 2
18
Already installed Wi-Fi
Integration of Wi-Fi is planned
No Wi-Fi
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DIGITALE REVOLUTION
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SOCIAL MEDIA TREIBT SPORTKOMMUNIKATION
„Die Aktivierung von Sponsorings wird
immer wichtiger. Ein Sponsoringrecht
alleine reicht nicht mehr, um die Marke
wirksam zu kommunizieren.“
Quelle: Repucom, Studie Sponsor-Trend 2014
„Das Sponsoring muss im
digitalen Zeitalter künftig neue
innovative Wege gehen, um
die junge, marketingrelevante
Zielgruppe zu erreichen“
„Social Media wird immer
bedeutender und ist mittlerweile
ein selbstverständlicher
Bestandteil integrierter
Sponsoringmaßnahmen.“
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FANS IM ZENTRUM DER AKTIVITÄTEN
TEAMINFORMATIONEN FAN WETTBEWERBE
ERGEBNISSE EVENTSTATISTIKEN
EVENT HIGHLIGHTS SPIELERSTATISTIKEN
TRAINING SPIELER I TEAM DES MONATS
NUTZUNG UNTERSCHIEDLICHER KANÄLE FAN STORY
FANS KONSUMIEREN TÄGLICH VERSCHIEDENSTE INHALTE,
DIE IN THEMEN GRUPPIERT WERDEN KÖNNEN – “FAN STORIES”
APPS
VENUE
EXPERIENCE
SOCIAL MEDIA
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MEDIENSPONSORING
Basis: 251 Entscheidungsträger im Sponsoring
Internet-Sponsoring
Mobilfunk-Sponsoring
TV-Sponsoring: Pay-TV
Public-Sponsoring
TV-Sponsoring: Free-TV
PAY-TV
FREE-TV
72
58
46
31
25
21
26
40
38
59
3
8
8
26
10
4
8
6
4
6
An Bedeutung gewinnen Bedeutung wird gleich bleiben An Bedeutung verlieren K. A./W. n.
BEDEUTUNG UND EINFLUSS DER DIGITALISIERUNG FÜR DEN SPORT
Quelle: Repucom, Studie Sponsor-Trend 2014
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VIELEN DANK