In the digital age of information overload, it is becoming increasingly difficult for companies to reach relevant target audiences. Sports have always acted as a magnet for spectators, captivating people. Therefore, sports sponsorship is ideally suited for effectively communicating with different target groups. In the German-speaking world, soccer is gaining more and more significance and popularity. Against this backdrop, this book examines sponsorship as well as the increasingly important ambush marketing of major sporting events, using the examples of the FIFA World Cups in Germany in 2006 and South Africa in 2010, supported by a variety of practical examples.