What does DKB expect from its sports sponsorship and especially from involvement in Nordic Combined?
Bettina Stark: What applies to Nordic Combined, is generally valid. Each sponsoring engagement must help DKB to continuously further develop its level of awareness in the marketplace, to make the brand more attractive and contribute towards a positive image. Our goal through our engagement in Nordic Combined is to win new customers and enhance the relationship with our existing customers. Q. Why did you choose Nordic Combined and not triathlon or F1? Bettina Stark: Nordic Combined fits well with us because we are an active and well visible sponsor in winter sports. The media reach of the discipline is also considerable. In our mix of sports, we have also included football and handball as those sports offer a great presence during the summer months. Q. What kind of feedback did you receive after the first winter season? Did you reach your goals? Bettina Stark: We were able to significantly increase the number of contacts during last winter season. The attractive broadcast slots, along w
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