Orts Sponsorship with Airline Ag – Evaluation and Selection of Single Engagement

Sports sponsorship with Airline AG – Evaluation and selection of single engagement

by Stefan Chatrath, Dr. Stefan Wengler and Benjamin Quaiser

© Freie Universität Berlin, Marketing-Department 2008

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It’s Monday afternoon. Mr. Kaiser is sitting in his office near Schönefeld Airport. Before him, on his desk, lies an enquiry for a sports sponsorship engagement like so many he has already seen in the past few years, ever since he became manager of the division Sponsoring/Events. A national first-league soccer team wants to win his company as sponsor. The offer sounds tempting… Suddenly the phone rings: “Hello Mr. Kaiser! This is Andreas Klein from FC Hamburg. May I disturb you for a moment? As I am aware, you’re responsible in your company for the subject of sponsoring…” “Yes, that’s right. How can I help you Mr. Klein?” “We’re looking for a co-sponsor for FC Hamburg and thought that would be just the right engagement for your company – considering you’re already so active as soccer sponsor, but not yet in the north. What do you think? Would you consider an engagement? If so I’d be pleased to tell you more.” “Well you know… I’m a bit short on time. Please don’t take it personally but can you send me the information for your offer in writing, best is email. Then I’ll get back to you within a week. You’re right of course, we lack an engagement in the north, but that alone would not be a reason to hop on board with you. The whole service package would have to be right.” “Yes, Mr. Kaiser, I realize that. Of course I can send you our offer by email! I would only ask you to please really get back to me within a week. We have a few companies on our hook who are very interested in co-sponsoring – one from your sector too, by the way.” “Ah… that’s good to know. Thanks for the information, Mr. Klein. Well... then I guess I’d say I’m looking forward to receiving your information! When can I expect it?” “You’ll have it in your email today, in the afternoon.” “Great!...