International Sports Management Conference EASM: Macromedia students present research papers

Newer theories such as SDL (Service Dominant Logic) open up new perspectives for sports management. They result in exciting questions from which new business models can often be derived.

Master students of the Macromedia University of Applied Sciences under the direction of Prof. Dr. Guido Ellert dealt with aspects of sports sponsoring. Their methodically diverse work provides insights that give sports marketers new criteria for meaningful budget decisions.

This was also confirmed by the expert panel of the EASM Annual Conference - the most important sports management conference in Europe. The Macromedia papers were able to assert themselves in a double blind review process and present the students to an international conference audience.

The topics of the Master students in detail:

• Felica Schön / Guido Ellert: Cognitive Biases in Management Decisions in Sport Sponsoring
• Lukas Jerschl / Guido Ellert: E-Sports as a Sponsorship Platform
• Carolin Bischof / Guido Ellert: The Storage Of Sponsorship Measures At Sports Events
• Franziska Rothenbacher / Guido Ellert: Hidden Business Models in Sportsorganisations