FN ISI Export Format VR 1.0 PT J TI New ways of sponsoring acquisition and communication in event management AF Schrade, Myriam AU Schrade, M AB ROARING HOOVES is one of the biggest music festivals in central Asia. It takes place once a year in June in the Mongolian desert. Musicians from all over the world are playing within two weeks with Mongolians together. All concerts are held at exceptional places in the nature. As most of the visitors are nomads and only few international tourists attend festival, there is no possibility of selling tickets. Thus, ROARING HOOVES faces financial difficulties. This paper will find new ways of sponsoring acquisition and communication in event management. The thesis is structured in two parts. The first chapter gives profound knowledge about the theoretical part of the thesis. It helps to understand the event industry and the characteristics of sponsoring. In the second part, a communication concept for the festival is developed in order to make ROARING HOOVES well known and to create a positive image. Furthermore, three options for the event are outlined in order to get money for the festival. Thus, a sponsoring concept is implemented and possible side events are outlined. In the end a list of potential foundations is provided. ER