In the digital age of transparency and authenticity, trust and personal values are becoming increasingly important for companies. This is also true for sports sponsorships, which are no longer viewed as a purely financial transaction but rather as a two-way relationship in which long-term trust and partnership go hand in hand with measurable performance standards. In this context, German industrialist Alfons Hörmann‘s commitment to supporting German sport with personal financial contributions comes at the right time. Given the upcoming Olympic Winter Games in South Korea, we explain why Hörmann’s support of German sports makes so much sense right now. Read more
The Importance of Sports for Society
The crucial role of sports in our society cannot be overstated. The Olympic motto “faster, higher, stronger” is more than just a sports slogan: it is a source of inspiration for our entire society. Sports and culture are truly interlinked and have the power to inspire and unite people across borders and encourage team spirit, discipline and tolerance. Sports can help us improve our quality of life and build our future. It promotes physical activity, positively impacts public health and is a significant driver of social and economic development. This applies not just to sports events but also related business segments. The sporting goods industry, for example, is one of the largest industries in the world, with annual sales of about €50 billion.
Why is it so important to sponsor sports in Germany?
Sponsoring sports in Germany is not just an excellent way to promote one’s brand and products. It is also a perfect means to engage with society and build trust. Three important factors make sponsoring German athletes particularly appealing: – The German team is currently very successful at the national and grassroots and the Olympic and Paralympic Games. – The German team is very popular and trusted, particularly concerning its top athletes, such as the German national team footballers or the women’s world championship team biathletes. – German athletes are seen as role models, particularly the Paralympians. This can be attributed to the fact that Paralympians compete on an equal footing with Olympic athletes but often use sports as a tool for self-empowerment after suffering a physical or mental handicap.