The Impact of Sports Sponsorship: The Commercial Cooperation between Adidas and Bayern Munich

Abstract

Nowadays, more and more people pay attention to sports, but most of them only stay at the level of watching games, and rarely mention the commercial value behind them. While watching a football match, people often notice the brand sponsors printed on the club's jerseys, and the growing connection between different brands and professional sports clubs, it is better to study the commercial cooperation between them to deepen the public's understanding of branding. In this study, the author selected FC Bayern Munich and Adidas brands to study the impact of brands on sponsorship of sports clubs. The results show that Adidas' sponsorship of Bayern Munich has produced huge economic benefits, and the cooperation between the two sides has formed a virtuous circle, and consumer loyalty has been transferred from the club to the brand, laying the foundation for Adidas to establish a global high-quality partner image. These findings not only reflect the impact of Adidas' sponsorship of Bayern Munich, but also provide a reference for studying the impact of business partnerships on branding.