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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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Football
Sponsorship & Brands
Stage Z

Brand Meets Myth: How FC Bayern and Adidas Are Shaping the Future of Football

Bjørn Gulden
Adidas
Lastname with G
Jan-Christian Dreesen
FC Bayern München
Lastname with D
Stage Z
German
true
Sponsorship & Brands
Commercialization
Marketing & Communication
Stage Z

Puma x Hyrox: How a Shared Vision Redefines Sport

Arthur Hoeld
Puma
Lastname with H
Christian Toetzke
Hyrox
Lastname with T
Stage Z
German
true
Sponsorship & Brands
Marketing & Communication
Stage X1

More Platform, More Community: How Successful Brands Structure Their Sponsorship Landscape

Manuel Köppl
HAIX
Lastname with K
Tommy Kempert-Gmür
DRAVT
Lastname with K
Oliver Hicks
Just Eat Takeaway
Lastname with H
Stage X1
English
false
Sponsorship & Brands
Stage X2

Tech Meets Tradition: How Bitpanda and AC Milan Are Rethinking Sponsoring

Dominik Beier
Bitpanda
Lastname with B
Maikel Oettle
AC Mailand
Lastname with O
Stage X2
German
false
Football
Economy & Society
Sponsorship & Brands
Stage X3

Female Leadership: The Strategies of Two Top Managers in the Football Business

Julia Möhn
Fußball kann mehr
Lastname with M
Daniela Bauer
SK Rapid
Lastname with B
Isabella Thun
Hellas Verona FC
Lastname with T
Stage X3
German
false
Sponsorship & Brands
Marketing & Communication
Economy & Society
Fashion
Stage X3

United by Sport: Scaling a Customer-Led Brand

Céline Del Genes
DECATHLON
Lastname with G
Stage X3
English
false
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