WHU Knowledge

About WHU Knowledge

WHU Knowledge is the online knowledge platform of WHU - Otto Beisheim School of Management, one of Germany’s leading business schools. It provides hands-on insights for business executives, journalists, politicians, associations, and fellow researchers on numerous economic and managerial subjects. WHU Knowledge bundles the expertise of the WHU – Otto Beisheim School of Management chairs and invites for a lively exchange.

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Sports Sponsorship at the Crossroads

How sports sponsorships will benefit from disruptive times

Sascha L. Schmidt / Lorenzo Kurras

The Olympic Games in Tokyo (July 23 to August 8) will take place without spectators, and it will not be the last time that sports mega-events are held in front of empty stands. Does this mean the death of sports sponsorship? A Delphi study from WHU – Otto Beisheim School of Management together with Vereinigung Sportsponsoring-Anbieter (VSA) concludes quite the opposite, stating that sports sponsorship will adapt and may even expand further.