Abstract
Managers need a better understanding of critical success factors in sponsorship. An excellent example how a multinational company successfully approached this challenge is the case study of UniCredit. This European Bank is one of the sponsors of the UEFA Champions League with an exclusive running from July 2009 until June 2015. This sponsorship is an essential element within the group-wide marketing communication strategy of UniCredit. It is also a good example of how a multinational company can use an international sports platform to support its master brand strategy and to enhance local rebranding processes. The case study illustrates the successful 360° activation on group and local level.
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