The first German-language compendium on the status quo of "Brands and Sports." Renowned authors comprehensively illuminate the topic and take a look at brand strategies, tools for brand management and brand controlling, as well as legal aspects of branding. Primarily, the focus is on brand management by sports organizations and other stakeholders in the sports industry. Additionally, the relationship between brand management and sports is addressed, specifically the use of the appeal of sports by brand owners from other sectors for communication purposes. The reader gains both a scientifically grounded and practically oriented overview of the facets of this dynamically evolving field. Numerous case studies illustrate the application of the insights gained.