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Examining the drivers of women´s football sponsorship. An examination of the German football market
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Resumo(s)
Sports sponsorship in football is crucial in providing financial support to sports entities in
return for advertising opportunities and brand exposure. However, women's football still faces
challenges in terms of relevance and accessibility. This study utilizes interviews with sponsor ship market experts and football fans to explore the potential benefits and challenges of spon sorships in women's football in Germany, and effective ways for firms to leverage them. Anal ysis categorizes statements into investment benefits, effective utilization, challenges, and fan
perceptions. Results suggest investing in women's football can yield positive attributes and
achieve marketing objectives on a lower budget. The study highlights the growing market of
women's football in Germany and calls for further research in this area.
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Sponsorship Sports sponsorship Women´s football Sponsorship objectives Sponsorship awareness