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04/30/19
Wolfsburg (D)
Company

Sponsoring is Always a Marathon – Never a Sprint

Volkswagen is now sponsoring the German national soccer teams. We spoke about sponsoring with Dr. Stefan Walzel, an expert in the field.

Sponsoring is Always a Marathon – Never a Sprint
Sponsoring expert Stefan Walzel teaches and researches this subject at the German Sport University Cologne.
“Companies are all competing for a rare commodity: consumer attention.”
Increasing sums for sport sponsorship, while cultural sponsorship, for example, remains at a low level.
“It’s primarily about hardcore economic considerations.”
Enhancing one’s own company image tops the list of reasons to sponsor.
"Sponsoring contracts are getting bigger and bigger."
Soccer is the most sponsored sport, followed by basketball.
“Advertising will be superimposed for other target groups.”