Event Sponsorship Key quotes

Question 1

What is the definition of sponsorship?

Answer 1

the provision of assistance either financial or in kind to an activity by an organization for the purpose of achieving objectives (Meenaghan, 1983).

Question 2

According to Grey and Skilldum Reid, 2003, what are sponsorships regarded as?

Answer 2

• one of the most powerful forms of media used to communicate and form relationships with stakeholders and target markets

Question 3

What is the definition of the term ‘fit’?

Answer 3

“the extent of congruence between the sponsors products and markets and the events” (Bowdin 2012)

Question 4

What is the fit argued to be?

Answer 4

Either functional bases where the participants use the sponsored product or image based where the image of the event is related to the image of the brand”

Question 5

Who argues the image and functional parts that make up the ‘fit’ of a sponsor?

Answer 5

Gwinner 1997

Question 6

What did Cornwells work show?

Answer 6

Cornwell et al has shown that the better the fit between the sponsor and the event, the more effective the sponsorship will be for both parties (Cornwell,2006).

Question 7

Who came up with the exchange relationship model?

Answer 7

Cromptom 1994

Question 8

According to Cromptoms model what does the event seek?

Answer 8

• Financial investments
• In kind services
• Marketing and media expertise
• Event brand enhancement
• Product and service offers for event goers

Question 9

According to Cromptoms model what does the business seek?

Answer 9

• Increased brand awareness
• Brand Image enhancement
• Product trail/service exposure
• Market interactivity

Question 10

What is brand image transfer defined as ?

Answer 10

‘the transfer of associations attributed to the sponsored activity to the sponsoring brand’ (Grohs et al, 2004).

Question 11

How does brand image transfer benefit the sponsor?

Answer 11

it means they are associated with the specific market they have targeted, allowing attitudes towards the brand to change for the better and so brand image enhancement

Question 12

Whats an example of a company who successfully achieved brand image transfer?

Answer 12

Strongbow wanted to change the attitude that their products were ‘uncool’ and they successfully managed this by sponsoring and trailing their products at a music festival aimed at 18-35 year olds which led to the brand being associated with having a good time.

Question 13

How does finding the correct fit help the event?

Answer 13

• they are increasing the likelihood of the sponsor returning along with the financial and in kind investment they bring, helping with the future expansion to the event.

Question 14

How can the event manager ensure the sponsor is a success for each party?

Answer 14

• Successful ‘fit’ which leads to successful brand image transfer
• Showing acknowledgement to the sponsor at every opportunity
• Getting to know the sponsors needs, mission , staff etc through having one contact and also motivating staff on the sponsor.

Question 15

Which article supports the idea of acknowledging the sponsor at every opportunity?

Answer 15

written by Crimmins and Horn in 1996 which explains the 6 steps involved in making a sponsor a success.

Question 16

What is step 4 within crimsons and Horns study?

Answer 16

Step four is to forge a link in the fans’ minds between your brand and the sponsorship. In order to do this the event manager needs to use every communication opportunity available, such as placing the sponsor on packaging, within promotion advertising and on merchandise.

Question 17

How does acknowledging the sponsor at every opportunity possible link to the exchange theory?

Answer 17

This is supported through the ‘exchange theory’, which is based on a two-way relationship where an exchange of resources takes place. The relationship consists of commitment and expectations on one another and the exchange is motivated when both parties believe they can gain and provide each other with valuable resources

Question 18

How does getting to know the sponsor help both parties?

Answer 18

it allows the event manager to successfully meet the objectives and needs of the sponsor, making the sponsorship for both parties a smooth process.

Question 19

How does having a longer relationship benefit both parties?

Answer 19

the longer the partnership continues, the better the chance that the relationship will be enhanced by both partners leveraging each other’s capabilities.

Question 20

Who’s study supported the importance of the correct fit?

Answer 20

The significance of having the correct ‘fit’ is supported by Gwinner and Bennets study which concluded that those audiences who perceive the fit between the events image and the sponsoring brands positively, exhibit a significantly better attitude to the sponsoring brand than those who perceive a weaker fit between the two

Question 21

What did Gwinner and Bennett study conclude?

Answer 21

• those audiences who perceive the fit between the events image and the sponsoring brands positively, exhibit a significantly better attitude to the sponsoring brand than those who perceive a weaker fit between the two

Question 22

Who writes about the exchange theory? What does he say?

Answer 22

• (Jensen et al 2019)
• The relationship consists of commitment and expectations on one another and the exchange is motivated when both parties believe they can gain and provide each other with valuable resources

Question 23

What has ambush marketing been defined as?

Answer 23

An unofficial sponsor’s attempt to associate itself with an event and gain some of the benefits associated with sponsorship (Sandler & Shani, 1989)