SPONSORSHIP 360 - FROM ORIGINS TO FUTURE

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Mangoldweg 20, 88471 Laupheim, Germany
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Sports sponsorship can be quite complex - there are
countless approaches, tools and trends influencing
the market. But don’t worry, we’ve brought it all together
for you! In this practical guide, we take a look
at the history of sponsorship and show how it all began.
From this, we derive today’s sponsorship process,
which is implemented either directly by companies
or with the help of agencies and tools such as become-
a-pro. Three examples illustrate how individual
the path to success can be.
And because target groups such as millennials, Gen
Z or the action sports community cannot all be addressed
in the same way, we give you insights into
how you can place your messages in the right way.
We also present new sponsorship trends to ensure
that the future is not missed out: Sustainability is increasingly
becoming the standard in partnerships,
digital tools such as AI-based analyses are optimizing
processes, and innovative platforms such as
become-a-pro are helping to connect athletes and
sponsors more efficiently. There are also exciting
developments such as personalized experiences
through virtual reality.

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