As part of the practical seminar in sport and health management, Mr. Traegner, managing director of akzio! Gmbh, held a lecture about the development of sport sponsorship and the realization and implementation of sponsorship projects in the business world. Based on the distinct phases of sponsorship processes, the lecture of Mr. Traegner was stocked with a wealth of examples and anecdotes. For instance, Mr. Traegner spoke about the development of his agency, from a once four men strong agency, to an organization with currently more than 100 employees. Furthermore, he explained the paradigm shift of the main sponsorship goals, described new challenges in target group analyses, and taught the students the first and most important step when being approached by a spontaneous sponsoring request, that is, “asking purposeful counter questions to solidify the problem at hand!”
In addition, the lecture was filled with plenty of practical illustrations. For example, Mr. Traegner described the strategic decision making process leading to the BMW xDrive sponsorship campaign in winter sports. Using videos and filmlets, he showed how and why Sebastian Schweinsteiger was an efficient means of communication for the stock exchange Stuttgart (Börse Stuttgart), and he also explained and elaborated on the new engagement of BMW in the big city marathons of Germany. At the end, the 200 plus students were told what is needed and expected from students who want to gain a foothold or find a job in the sponsorship market. The relevance of this information was emphasized by the plentitude of internship inquiries after the lecture, also showing the interest of the students for this field of work.
Contact
Department of Sport and Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown Munich Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Germany
Phone: +49.89.289.24559
Fax: +49.89.289.24642