FN ISI Export Format VR 1.0 PT J TI Importance of integrated sponsorship AF Stampfli, Loana AU Stampfli, L AB Due to the overstimulation, classical marketing activities are becoming increasingly inefficient, and companies are focusing more and more on non-classical communication instruments, such as sponsorship. Nevertheless, non-classical communication instruments are also constantly evolving and being reinvented. Through achieving a sponsor-event fit, a long-term and sustainable sponsorship partnership can be created in which both parties, i.e., sponsor and sponsored property, can continuously develop and benefit from each other. This bachelor thesis outlines how a sponsor-event fit can be achieved and which criteria should correspond between sponsor and sponsored property. The results are based on a profound literature review and semi-structured interviews with experts from the industry. Based on the findings, the thesis gives recommendations to the Fernweh Festival, which brands or organizations could be appropriate sponsors, where a sponsor-event fit is guaranteed. ER