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This book examines a five-year old football club from Leipzig which was founded by Red Bull for marketing reasons. Because the audience´s interest is surprisingly high, the motivation for the attendance of those fans has been investigated. To identify the degree of affiliation of Leipzig fans with the club, the SSIS has also been examined. In a survey both online and at the stadium 223 football fans have been interviewed to give their opinion on RB Leipzig. In order to approach the core topic, the literature review considers sport sponsoring, identity based team brand management and team identification.

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Martin Wenzl was born in 1979 in Rotthalmünster. After an apprenticeship as a technical drawer, he studied micro system engineering at the FH Regensburg, obtaining the qualification of a graduated engineer. Following up, he gained practical experience as a process engineer in the semiconductor field and as a design engineer in the aerospace industry. Most recently, he received a Master degree in Business Administration at the private college of economics and management (FOM) in Stuttgart. At the moment he is working as a configuration manager in the avionic industry.Alongside his economic career, he played soccer since the age of 14. Afterwards, he was active as a functionary on a two-year basis; in both cases at amateur level. Nevertheless, he was always fascinated by the mechanism in professional football and the relationship of supporters to their clubs. Especially the newly founded club in Leipzig by means of Red Bull got into his focus and motivated him to deal with and write about this subject.

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