Sports Sponsorship as a Funding Instrument

For most sport organisations, sport sponsorship represents a significant source of funding and provision of resources. At the same time, it is highly conditional. The success of sponsorship acquisition is largely determined by the construct of congruence, which is to be understood as the perceived fit between the sponsor and the sponsee. Product fit and the fit of target groups have the greatest influence on perceived congruence. The successful use of sport sponsorship involves seven tasks: (1) providing personnel and organisational prerequisites, (2) defining sponsorship principles, (3) specifying sponsorship objectives, (4) determining target groups and the scope of sponsorship, image, and brand profile, (5) compiling the overall tableau of individual services offered and developing corresponding sponsorship packages, (6) designing a stringent overall sponsorship concept, and (7) analysing the relevant market for potential sponsors.