Sponsoring

Sports sponsorship

Sport is a mass phenomenon and capable of transcending borders, languages and cultures. Sports sponsorship has become increasingly important in recent years as an additional means of communication within the marketing mix of many companies. Combined with other advertising instruments, sports sponsorship can play a vital part in building brand awareness and enhancing images.

Bayer has a long tradition as a promoter of sport in Germany and as a sponsor of individual athletes, teams, federations and events. Examples of current and past image-generating measures of Bayer AG in the sports section are described on the following pages. You can find more information on the sponsoring philosophy in our sponsorship guidelines.