Grohs, Reinhard; Wagner, Udo; Vsetecka, Sabine - In: Schmalenbach Business Review (sbr) 56 (2004) 2, pp. 119-138
Recent surveys find that while managers favored issues of media coverage not more than ten years ago, now they rate sponsor awareness and image transfer from the sponsored event to the sponsor as the main reasons for engaging in sport C. However, the evaluation of C has not kept up with this...