%0 Journal Article
%T Sponsorship of the 2024 European Soccer Championship in Germany: Overview, Perspectives, Special Features and Developments
%A Gerd Nufer
%J Open Journal of Business and Management
%P 275-292
%@ 2329-3292
%D 2024
%I Scientific Research Publishing
%R 10.4236/ojbm.2024.121020
%X <span style=\"font-size:10.0pt;font-family:&quot;\">In this paper, the essential
sponsorship basics are presented and the communication instrument of sports
sponsorship is illustrated. Building on this, both the perspectives of sponsors
and sponsees are examined in detail. In addition, the special features of
sports event sponsorships are highlighted. Finally, current developments in
sports sponsorship in the context of the FIFA Soccer <span>World Cup 2022 in Qatar and the UEFA European Soccer Championsh</span>ip
2024 in Germany are compared and discussed.</span>
%K Sponsorship
%K Sponsor
%K Sponsee
%K Event Sponsorship
%K Soccer
%K UEFA European Soccer Championship 2024
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=130696