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Sponsorship & Brands

Target groups change, values shift, expectations rise. Today, brands must take a stand. Sponsorship has long been more than just a logo on a jersey: it's about storytelling, impact, and genuine experiences. Which strategies create lasting loyalty and genuine closeness to communities?
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Sponsorship & Brands
Commercialization
Marketing & Communication
Stage Z

Puma x Hyrox: How a Shared Vision Redefines Sport

Arthur Höld
Puma
Lastname with H
Christian Toetzke
Hyrox
Lastname with T
Stage Z
German
true
Sponsorship & Brands
Marketing & Communication
Stage X3

Emotions from the arena to the asphalt: Sport as a growth driver for automotive brands

Michael Manske
Polestar
Lastname with M
Roman Franke
Citroën Germany
Lastname with F
Stage X3
German
false
Sponsorship & Brands
Economy & Society
Stage X3

Elegance meets attitude – What brands can achieve with gymnastics

Alfons Hölzl
Deutscher Turner-Bund
Lastname with H
Xenia Raad
Ferrero
Lastname with R
Stage X3
German
false
Sponsorship & Brands
Marketing & Communication
Economy & Society
Stage X2

Sport as The Ultimate Brand Playground – Rexona's Winning Game

Emily Heath
Rexona/Sure, Unilever
Lastname with H
Stage X2
English
false
Sponsorship & Brands
Stage X2

Touchdown, Homerun, Dream Goal: The Success Strategy of the Lovebrand Strauss

Henning Strauss
Strauss
Lastname with S
Stage X2
German
false
Sponsorship & Brands
Marketing & Communication
Stage X2

How Uber positions itself in sponsorship

Christoph Weigler
Uber
Lastname with W
Stage X2
German
false
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