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Markenmanagement im Umfeld von Sportgroßveranstaltungen im Zeitalter des Ambush Marketing

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Marken und Sport

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Zusammenfassung

Ambush Marketing ist inzwischen integraler Teil der Marketing- und Sponsoringlandschaft geworden, die Sportgroßveranstaltungen umgibt. Für diesen Trend gibt es zwei Gründe. Erstens ist es globalen (z. B. durch die Olympischen Spiele und die FIFA-WMs) sowie nationalen (z. B. durch die Bundesliga) Sportakteuren gelungen, attraktive Marken aufzubauen, denen sich viele Konsumenten (z. B. Fußballfans und andere Sportanhänger) stark verbunden fühlen. Zweitens ist das Anbieten „exklusiver“ Sponsorings zum Hauptelement der Vermarktungsstrategie dieser Sport-Marken geworden. Diese Exklusivität hat dazu beigetragen, dass die Einkünfte von Sportorganisationen signifikant gestiegen sind und das Werben mit diesen Marken für Sponsoren extrem attraktiv geworden ist. Daraus resultierte eine starke Steigerung der Investitionen für derartige Sponsoringengagements.Der vorliegende Beitrag beschäftigt sich daher in Anlehnung an das Beispiel der Olympischen Spiele mit dem Markenmanagement im Umfeld von Sportgroßveranstaltungen im Zeitalter des Ambush Marketing.

Aus dem Englischen übersetzt von Thomas Könecke

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Notes

  1. 1.

    Geldbeträge werden in US-Dollar angegeben bzw. wurden in diese Währung umgerechnet.

  2. 2.

    Im Original steht hier „humanity“, was sowohl „Menschheit“ als auch „Menschlichkeit“ bedeutet und in diesem Zusammenhang beides umfassen soll.

  3. 3.

    Im Original „unity“.

  4. 4.

    Markenallianzen bezeichnet in diesem Beitrag alle Arten von Marketingaktivitäten, in denen zwei unterschiedliche Marken derart zusammen auftreten, dass es für Konsumenten sowohl wahrnehmbar als auch von Bedeutung ist.

  5. 5.

    Im Original „clutter“. Übersetzt kann man auch von „Störfeuer“ sprechen.

  6. 6.

    Kurz nach den Spielen in Los Angeles 1984 erwarb Kodak weltweite Rechte im TOP I Marketing Programm.

  7. 7.

    Zusammenfassung des Gesetzes unter www.parl.gc.ca/Content/LOP/LegislativeSummaries/39/1/c47-e.pdf.

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Author information

Authors and Affiliations

  1. Ottawa, Kanada

    Benoît Séguin

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  1. Benoît Séguin
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Correspondence to Benoît Séguin .

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Editors and Affiliations

  1. Mainz, Germany

    Holger Preuß

  2. Rottweil, Germany

    Frank Huber

  3. Johannes Gutenberg-Universität Mainz Center for Brand Equity and Competition, Mainz, Germany

    Holger Schunk

  4. FB 02 FG Sportökonomie-u.soziologie, Johannes-Gutenberg-Universität, Mainz, Germany

    Thomas Könecke

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Séguin, B. (2014). Markenmanagement im Umfeld von Sportgroßveranstaltungen im Zeitalter des Ambush Marketing. In: Preuß, H., Huber, F., Schunk, H., Könecke, T. (eds) Marken und Sport. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3695-0_15

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  • DOI: https://doi.org/10.1007/978-3-8349-3695-0_15

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