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Viewing report
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Branding a Sports Club. Edition No. 1
VDM Publishing House, Feb 2009, Pages: 88
Defining and giving the reader an insight on sports
branding, the importance of sponsorship for a sports
association as a corporate branding tool and its
importance on fan loyalty are the main targets of
this book. Also the factors of volunteerism in human
resource management and the most important income
sources of sports associations are to be discussed;
taking the small, regional sports club Union
Volleyball Arbesbach as an example. As this club
managed to succeed through its outstanding
performances from the lowest to the highest division
of its respective sports in Austria, the club
provides a good example for the analysis of
advantages and disadvantages within sports clubs that
have been assessed and highlighted through a
quantitative, standardised survey among volleyball
fans within the clubs’ region of origin. At the end
of this book suggestions for development and
improvement will be given in conjunction with the
survey outcomes and the previously examined problems
of the club.
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