Relationship Management in Sports (Sponsorship)

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Professional team sports organisations have a variety of relationships with a
wide range of stakeholders. The management of customer and business
relationships with these different stakeholders is a central management task.
This requires a fundamental understanding of relationship management and its
characteristics, as well as the impact factors and determinants. Customer
relationships differ from business relationships between two organisations in
some of the key features presented in this chapter, which then goes into more
detail on the management of sponsorship relationships. Causes for the end of
sponsorship relationships are presented and management implications for
sponsors and sponsee in the case of a sponsorship termination are introduced.
Translated title of the contributionBeziehungsmanagement im Sportsponsoring
Original languageEnglish
Title of host publicationManaging Sports Teams : Economics, Strategy and Practice
EditorsStefan Walzel, Verena Römisch
Number of pages18
Place of PublicationCham
Publication date2021
ISBN (Print)978-3-030-56494-0
ISBN (Electronic)978-3-030-56495-7
Publication statusPublished - 2021


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