Sponsoring - includes the planning, organization, implementation and control of the provision of money, but also material resources, services or know-how by companies and institutions for the promotion of people, events and / or organizations in the fields of sport, culture, social affairs, the Politics and / or the media. The aim is to achieve communication for products, companies, events, people or organizations, in particular awareness, memory, attention and image.

Sponsoring is part of what is known as below-the-line communication, i.e., in contrast to media advertising, it is one of the non-classic instruments. The share of sponsoring in the communication budget has been increasing for years.

Sponsoring is characterized by the so-called magic triangle: the dimensions of sponsored, sponsor and media. The sponsor supports the sponsored party with the intention that the media report about it or broadcast the event.

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