The focus in this investigation lies on the effect for companies that participate in Formula 1. ... Chapter 1 - Introduction The topic of this thesis focuses on participation in sports by a company. ... This means that any car company can find a sport in which it can participate and sponsor. ... In this way, the participation that companies like Nike do resembles sponsoring very closely. ... Some B2B companies even have 70% to 80% of their business from one or two customers (for example, a company producing bumpers for a car usually only does this for one or two different car manufacturers). ...

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