lecture 17

Question 1

commercial sponsorship

Answer 1

is a part of a mix of marketing options. implies a long term relationship, has measurable outcomes and the sponsor has other options of market its product.

Question 2

name advertisment

Answer 2

most common non-profit and volunteer sports organisations in NZ.

Question 3

how much have we globally increased in womens sport sponsorship in 2023?

Answer 3

22%

Question 4

what is sport sponsorship (SCHONBERNER)

Answer 4

measurable organisational strategy to identify sponsees and achieve corporate objectives.

Question 5

what are possible measurable outcomes for a sport sponsorship (schonberner)

Answer 5

increased awareness, enhanced image, increased sales/marktes, customer retention, media coverage and branding.

Question 6

SCA (amis)

Answer 6

PCV, differentation and extendability

Question 7

perceived customer vaule (ellis)

Answer 7

strengthens brand awareness

Question 8

PCV (doyle)

Answer 8

brand association e.g connection with women’s sport. Australian study on brand association with womens pro teams that are linked with mens sports. 71% supported a womens team in a different brand portfolio.

Question 9

PCV (Gawrysiak)

Answer 9

NASCAR fans: loyal to drivers and sponsors: 57% of NASCAR fans are loyal to brand and products affiliated with the sport. 3x more likely to purchase race sponsors product.

Question 10

achieving differentiation (Maanda)

Answer 10

no other company can copy the sponsorship. Matatu and Bayleys.