TY - BOOK AU - Martin Wenzl PY - 2016 CY - Hamburg, Germany PB - Anchor Academic Publishing SN - 9783960675778 TI - The creation of RB Leipzig. Authentic identity or self-deception? UR - https://m.anchor-publishing.com/document/343373 N2 - 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. KW - Identity based team brand, Professional football, Sport marketing, RB Leipzig, Red Bull, Corporate identity, Bundesliga, Brand identity, SSIS LA - English ER -