FN ISI Export Format VR 1.0 PT J TI The Effectiveness of Sport Sponsorship AF Fischer, Stephanie AU Fischer, S AB In today’s business the communication instrument sponsoring has gained in importance besides the classical advertisement. More and more companies are using sponsoring to strengthen their corporate brand. Especially, sport sponsoring is a popular communication instrument for increasing the level of awareness and the image of a company and its brand. Despite the significant increase of the sport sponsoring, there is no exact research concerning its effects, even there exist a lot of possible measuring methods. However, a method that measures its effectiveness does not exist so far. The aim of this bachelor thesis is to examine whether or not sport sponsoring is an effective way for branding and if sport sponsoring can replace the classical advertising. Therefore, the sponsorship of TUI Suisse and FC Zürich will be examined. The main objective of this work is to get an answer on how effective the sponsorship is. According to two studies, which were recently done by advertising agencies and of some expert interviews as well as findings from the literature, the effect of the sponsorship of TUI Suisse is being evaluated. Finally, recommendations for TUI Suisse are deduced from the findings. ER