Sponsorship Flashcards
Sponsorship: Definition
“a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return rights and association that may be used for commercial advantage in return for the sponsorship investment“
What it is NOT
Sponsorship is NOT: Charity, patronage or benefaction Advertising Event marketing Value or societal marketing eg Body Shop ethos
Adapted from DePelsmacker et al (2013)
The Attraction of Sponsorship:
For the event/organiser
- contribution to cost of operation- eg running the event
- contribution to cost of marketing / Increased reach of marketing effort
- Other financial or practical support/ sponsorship can even enhance event
The Attraction of Sponsorship:
For the buyer/ sponsor
- instant association with : good causes, artistic achievements, sporting skills, familiarity leading to increased brand awareness
- Media coverage often : tv, radio, press, internet
- Promotes corporate image : a medium for impressing relevant target audiences and other stakeholders, eg - employees….entertain corporate clients…support local community etc
Rationale for sponsorship
Sponsorship can be as targeted and cost-effective as other marcoms, Success can be achieved on a small budget
Quantifiable results can be obtained to demonstrate success
Sponsorship can cross boundaries/sharing of common values
Sponsorship implies a degree of altruism absent from other marcoms , can appear to offer a payback to the community
Adverts are often ‘screened out:’ with sponsorship the product message can be integrated into the activity
Sponsorship ‘touches,’ and therefore impacts on, the consumer more powerfully than other marketing disciplines
Sponsorship builds relationships
How to achieve Successful Sponsorship ISBA
- Integrate it into Marcoms programme
- look for long term not short term results
- set realistic objectives
- make sure it is relevant to the target market ( fit)
- treat it as a business contract
- set up control procedures -financial and evaluative
Tate Modern’s Offering to Sponsors
- Increased visibility and enhanced brand awareness
through logo accreditation on all marketing and publicity material, including a presence on Tate’s award-winning website. - Extensive national and international bespoke media campaign.
- Exclusive entertaining opportunities and access to leading opinion-formers from the worlds of arts, media, business, fashion and film as well as high-profile public figures.
- Brand merchandising opportunities in the context of Tate’s leading exhibition programme.
- The opportunity to affiliate your company with world-class innovation and creativity through an association with the internationally-acclaimed Tate galleries.
- Bespoke employee and community packages. Tate has a varied education programme running alongside each exhibition, which can provide the basis of tailored packages for your CSR agenda.
What Sponsorship can offer to the Sponsor
- Awareness
- Enhancing brand/corporate image
- Encouraging brand shifting
- Integration with the community
- Customer/trade promotions
- Employee incentives/benefits/recruitment
- Product showcasing/sampling
- Product launches/press and sales conferences
- Differentiation from competitors
How does Sponsorship work?
- Sponsorship is part of trend towards relationship rather than transactional marketing :“….. represents a form of collaborative communication” p.606
- Sponsorship enhances the organisation’s value in its network
eg key competences necessary in sponsorship agreement ( Farrely et al 2006 quoted in Fill) - Reciprocal commitment
- Both partners, sponsor and sponsee, committing to agreement
- Collaborative communication
- Longer term collaboration means access to the target audiences of the partner
Sponsorship: Threats
- Alienation of non supporters
misinterpretation of link with cause or event
team or event failing - loss of reputation
- Negative associations
- High profile cases include sponsorships cancelled with sports personalities
- Tiger Woods : Nike, Gatorade, Gillette etc
- Oscar Pistorius: Nike, Oakley, Thierry Mugler
- Lance Armstrong: Nike, Anheuser-Busch InBev, Trek Bicycle Corp, FRS and Honey Stinger
Case Study Example: Coca Cola London Eye
Coca Cola sponsors London Eye
Now, each pod features Coca-Cola branding inside, staff wear red tops with Coca-Cola emblazoned across the back, security staff wear Coca-Cola beanie hats, cafes in the ticket office are branded with large Coca-Cola posters, and the wheel is illuminated “Coca-Cola red” at night, theGuardian, Jan 2015.
TV Sponsorship can…
- Deliver stand-out in a cluttered market
- Build brand ‘fame’
- Raise awareness
- Shift brand perceptions
- Influence purchase decision
- Guarantees a prime position and maximum visibility to your chosen target audience.
ThinkBox and Duckfoot Research into TV Sponsorship:
- Sponsorship has greater impact on the emotional /implicit mind than the rational/conscious mind
- Sponsorship makes brands famous and increases purchase intent, favourability and ‘for me-ness’
- ‘Fans’ are more likely to have a deeper emotional relationship with a sponsoring brand than less dedicated viewers, but still normal viewers see sponsoring brands as being ‘famous’
- Sponsoring brands can enjoy ‘brand rub’ and adopt the personality traits of programmes
- If the link between brand and programme is not obvious, the creative has to overcome this
TV Sponsorship:
Case Study Example: Iceland
Campaign Objectives
Iceland sponsors for ‘I’m a Celebrity’
- Support the crucially important pre Xmas trading season
- Promotes the frozen ‘Party range’
- Build awareness of the range
- Drive SOV within a competitive market
- Engage directly with the key target audience of housewives with children
- Drive footfall
- Build Iceland’s credentials as the only place for frozen party food
TV Sponsorship:
Case Study Example: Iceland
Why ‘I’m a Celebrity’ for TV Sponsorship?
- Intensive block of viewing in run up to Christmas: almost every evening for 3 weeks
- Long term sponsorship
one of the most talked about programmes within the national press pre Xmas - Generates extensive PR coverage and user generated content
- This sponsorship associates Iceland with the most talked about celebrity content
