Activation of Sponsorship Relationship – the case of Volkswagen and the Prague International Marathon
Activation of Sponsorship Relationship – the case of Volkswagen and the Prague International Marathon

Summary/Abstract: The academia and the relevant industry seem to lack more complete and coherent literature and knowledge on the subject of sponsorship activation, and especially seek for more concrete business practices and feedback from the market. The goal of this work thus is to present a very relevant and up-to-date case study that will contribute to enriching the sponsorship activation literature and to better comprehending the business practices and decision makings. A scrutinized case study of such nature clearly requires a qualitative research method, concentrating on large amount of detailed and focused information, as opposed to analyzing bulk samples and statistics. The research question is being answered by collecting information from personal interviews, access to all necessary documentation and corporate material, as well as direct contribution of the author in all the negotiation and implementation processes of the sponsorship relationship.

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