TY - THES AU - Ledermann, Wanda T1 - Identification and development of strategic key elements for the sports sponsorship concept of Beach Mountain DA - 2010 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Ruschetti, Paul AB - The amount of money Swiss companies invest in sponsorship is increasing. Large enterprises have enhanced their professionalism in this sector over the last years immensely since the power of this marketing tool to reach customers was discovered. The question is, can small and middle-sized companies with a smaller communications budget benefit from sponsorship activities as well? The case of Beach Mountain, founded in 1985, is an example of a Swiss skate, snowboard and surf shop. Due to increased competition over the last decade, it aims to use its advertising budget more efficiently. The aim of this thesis is to identify key factors for a successful sponsorship concept and to improve the current process. In the first part, existing literature about sponsorships was investigated in order to present a general theoretical framework. In a next step, the Beach Mountain Company and its internal processes were analysed to detect current issues. Finally, expert interviews were conducted to gain more knowledge about the special case of small and middle-sized companies as sponsors as well as the current sponsoring situation in the Swiss skate and snowboard scene. All in all, it can be said that the aim of the paper is to build a bridge between the existing theoretical framework of sponsorships and the case of the Beach Mountain company as a small and middle-sized enterprise. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -