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During the last decades destination branding has achieved more and more attention from DMOs, which attempt to exploit the benefits deriving from the combination between a strong brand, a good marketing and network management. That is why sponsorships grew in importance and complexity too, leading them to become real partnerships. Past research has demonstrated how sport-related advertisement is subject to more consumers attention than any other forms; thus, over time, companies used more and more this medium. This meaningful increase in marketing partnerships motivated me to write my bachelor thesis on the case of the alpine destination Trentino and its partnership with FC Bayern München.

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The author has graduated in 2011 at the Free University of Bozen-Bolzano in Tourism Management. After that she got a master in General Management at the Università degli Studi di Trento.

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