Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as opportunities for advertising their products and services through sponsorship. Dominik Nösner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study.

Dominik Nösner, born in 1987, works as a research associate at the faculty of Arts and Humanities at Universität Paderborn, Germany. Additionally to his research interest in the field of event studies, he is an entrepreneur in the event industry.