Strategic Equity Partnerships in Professional Football by Tobias Duffner

Author:Tobias Duffner
Language: eng
Format: epub
ISBN: 9783658313012
Publisher: Springer Fachmedien Wiesbaden

The statement reflects an additional effort associated with a strategic partnership in terms of personnel, rights, and collaborative content. An abstract of Memo on page 184 provides an insight into the in-depth analysis of the term “big partner” regarding partnerships and thus allowing the properties of a strategic partner in this research field to be identified.

Inherent with the denotation of being a strategic partner (“brand symbiosis”) is the existence as a top sponsor of the club (supreme level of a sponsorship pyramid37). Since strategic issues have gained centre stage in a “brand symbiosis”, instead of concentrating on the communication objectives solely the partnership becomes more business oriented (shifting partnership goals), as IP 17 (307; 36) highlighted:“So, we have intensive opportunities to cooperate with [club name] in the business area. This is a good deal more compared to the past. There has been a real shift away from awareness and image in the beginning towards image and business”.38

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