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https://doi.org/10.37307/b.978-3-503-14148-7

has been cited by the following article:

• TITLE: Sponsorship of the 2024 European Soccer Championship in Germany: Overview, Perspectives, Special Features and Developments

  AUTHORS: Gerd Nufer

  KEYWORDS: Sponsorship, Sponsor, Sponsee, Event Sponsorship, Soccer, UEFA European Soccer Championship 2024

  JOURNAL NAME: Open Journal of Business and Management, Vol.12 No.1, January 24, 2024

  ABSTRACT: 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 World Cup 2022 in Qatar and the UEFA European Soccer Championship 2024 in Germany are compared and discussed.