Schwizer, DominikDominikSchwizer2023-04-132023-04-132021https://www.alexandria.unisg.ch/handle/20.500.14171/111329Sponsors insufficiently use the communicative possibilities of sports sponsorship partnerships. This work systematically takes up the topic of activation in sports sponsoring from the sponsor’s perspective. The basis for this is the existing research on sports sponsoring and the activation of sports sponsoring partnerships. The relevant literature reveals the possibility of multi-faceted communication through sponsoring, sport as a promising means of effective sponsoring and activation as an elementary component in sports sponsoring. Based on a situational and reality-oriented research approach, the work crystallizes challenges of activation in sports sponsoring, develops a typology of activation in sports sponsoring based on detailed case reconstructions, and finally proposes an integral concept for the strategic planning of activation in sports sponsoring. The concept considers influencing factors at the levels of the sponsoring company and the actual sponsorship partnership. Two individual case analyses show the practical applicability of the concept. The work opens practical elements of a holistic, effective strategic activation in sports sponsoring from a sponsor’s perspective.deSportsponsoringAktivierungPlanungskonzeptMarketingkonzeptMarketingmanagementEDIS-5073doctoral thesis