TY - THES AU - Kunz, Fabienne T1 - Analysis of Content Marketing in Sports Sponsorship T4 - Case of Swiss Tennis DA - 2019 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Herren, Andreas AB - Swiss Tennis launches a community platform which brings together recreational players, tennis clubs and sponsors. The platform will enable bookings of tennis courts and tennis instructors in Switzerland, organisation of events, exchange of advice and ideas, appointments among tennis players and exclusive offers from sponsors. Moreover, the platform will allow content marketing activities created by sponsors. Therefore, this Bachelor Thesis analyses how content marketing can be used in sports sponsorship in the case of Swiss Tennis and its community platform. Furthermore, it describes how sponsors can benefit from content marketing and how content can be defined in order to comply the interests of the target group. Consequently, two companies with an extensive content marketing strategy are analysed and evaluated according to different models which are explained in the methodology of the thesis. Additionally, recommendations for Swiss Tennis and its community platform are made. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -