On January 25, 2024, the KU BBA International Program’s first-year students partook in an enlightening seminar by Prof. Dr. Florian Riedmüller from Technische Hochschule Nürnberg Georg Simon Ohm. The session’s objective was to enhance the student’s comprehension of marketing sponsorship management principles, particularly through the lens of Adidas’s strategic partnership with UEFA Euro.

During this comprehensive lecture, Prof. Dr. Riedmüller meticulously outlined the intricacies of sponsorship agreements in international marketing. He illustrated how Adidas’s alliance with UEFA Euro served as a quintessential example of leveraging such partnerships to achieve marketing objectives on a global scale.

The interactive case study component of the seminar allowed students to examine the dynamics between Adidas and UEFA Euro critically. This analysis provided a hands-on approach to understanding the multifaceted nature of marketing strategies in the sports industry, from conceptualization to execution.

Prof. Dr. Riedmüller’s method of weaving theoretical knowledge with practical application facilitated a robust learning environment. As a result, the students gained an academic perspective and a practitioner’s insight into international marketing and sponsorship management.

The seminar concluded with the students gaining a richer, more nuanced understanding of the subject matter. This academic venture has undoubtedly equipped the young minds at the KU BBA International Program with the foundational knowledge and critical thinking skills necessary to navigate and excel in the complex arena of international marketing.