Branding a Sports Club: Possibilities of Development and Improvement for regional Sport Clubs on the Example of the Union Volleyball Arbesbach

Defining and giving the reader an insight on sports branding, the importance of sponsorship for a sports association as a corporate branding tool and its importance on fan loyalty are the main targets of this book. Also the factors of volunteerism in human resource management and the most important income sources of sports associations are to be discussed; taking the small, regional sports club Union Volleyball Arbesbach as an example. As this club managed to succeed through its outstanding performances from the lowest to the highest division of its respective sports in Austria, the club provides a good example for the analysis of advantages and disadvantages within sports clubs that have been assessed and highlighted through a quantitative, standardised survey among volleyball fans within the clubs¿ region of origin. At the end of this book suggestions for development and improvement will be given in conjunction with the survey outcomes and the previously examined problems of the club.