Christian Lucas investigates the effectiveness of sports
sponsorships. Two empirical studies are conducted, based on a
comprehensive literature review. Implications from both studies are
derived that can guide sponsorship managers in their daily
business. Successful sports marketing execution is more than
purchasing a 30-second spot or signage in a stadium: It is to
improve and enhance customer experience to be able to engage in a
conversation with them. The first study analyses activation means
by conducting a multi-level field study combining data about the
sponsorship instruments of Bundesliga sponsors with fan
perceptions. The second study examines international differences in
sponsorship effectiveness of Formula One sponsors.
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