Is league sponsorship worthwhile?

Tipico at the sports congress “Sport & Brand” in Vienna

The sports congress “Sport & Brand” took place for the third time. Representatives of the sports industry met on April 4 and 5 in Vienna. Once again, the congress demonstrated the growing economic importance of sport. In addition to general social relevance, economic aspects such as marketing, communication and sponsorship were in the focus.

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Christian Gruber, Managing Director of Tipico Germany, gave a lecture about the positive effects of Tipico’s league sponsorship in Austria. Since 2016, the sports betting provider is on the ball as the official name sponsor of the Austrian top-football league: The joint Tipico Bundesliga logo is on the kits of all Bundesliga teams. Moreover, Tipico has advertising presence in all ten stadiums. Therefore, the company is permanently and prominently visible also in clubs’ and media publications.

“With our commitment as league sponsor in Austria, our brand awareness has almost doubled since 2014. Tipico is perceived as trustworthy and sympathetic particularly within the ranks of Bundesliga fans,” says Gruber.

On Monday and Tuesday, around forty speakers on the relationship between sports and business covered a wide range of topics. In addition to the economic importance of sport for tourism regions, the rights and benefits of sponsorship were discussed. Also application-oriented topics such as the effectiveness in the use of new media found an interested forum at the “Sport & Brand” 2016.