Henning Dierig

• In my bachelor thesis I would like to explain the success of sports sponsorship by the positive image transfer using the prime example of Red Bull. The sports sponsorship as a modern and efficient way of marketing mainly caused by emotions produce positiveimage transfer, which effects are declared fundamentally anddefined. The aim is to investigate the current success ofsports sponsorship bythe case study of "Red Bull Stratos". The analysis I will elaborate with extensive research and a questionnaire. The results will clarify which types of sports sponsorship work most successfully in the young target group. These findings should also be of importance for today's companies andgive you an example ofmodern, efficient and sustainable marketing.