Download or read book The Creation of RB Leipzig. Authentic Identity Or Self-deception? written by Martin Wenzl and published by Anchor Academic Publishing. This book was released on 2016-10 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.