FN ISI Export Format VR 1.0 PT J TI Sponsoring in Polo AF Wallner, Fabienne AU Wallner, F AB The Snow Polo World Cup St. Moritz was established in 1985 and represents the first high class tournament on snow. For 33 years it is the meeting point of polo aficionados on the frozen lake of St. Moritz. Different stakeholders are decisive to realize this sport event, especially the support of sponsors. This thesis investigates the importance and advantages of sponsoring sport events, with focus on the Snow Polo World Cup of St. Moritz. The goal was to analyse the benefits for a sponsor regarding brand awareness and media coverage. Therefore, the current sponsoring concept was examined and assessed. Two primary researches were conducted, a guest survey during the event and expert interviews with current sponsors of the Snow Polo World Cup St. Moritz. The analytical insights lead to an optimized sponsoring concept for the St. Moritz Snow Polo World Cup. ER