Sport sponsorship Flashcards
What strategies of framing can sponsorship use to influence the cognitive (belief perception) of the decision making process?
- Image- e.g. betting firms using sport to improve image
* Globalness e.g. global sponsorship e.g. Chevrolet and Man utd
What are some of the early industries that used sponsorship?
Tobacco and gambling firims
How do e.g. gambling firms utilise cognitive dissonance theory with sponsorships?
High fan loyalty=strong image transfer=positive behaviour towards the brand
Not as affective with fans with less loyalty
How does use of fan loyalty help on the decision making process?
Firms utilise fan loyalty and direct it towards their brand which then leads to purchase intention
What sport is fan loyalty highest? and what are the sponsorship costs?
- F1
* Much higher than football (nearly double on a car per year than Etihad stadium sponsorship)
What is a definition of sponsorship and by who?
.
What is another term for sponsorship?
Professional licensing agreement
Explain the adaptation level theory in terms of sport
.
What are the two elements of marketing that sponsorship can be composed of?
Composed of a variety of marketing mix and promotional components.
What is the key benefit sponsorship can provide to sport property?
Major revenue source
What was the cause of the growth in sponsorship?
1• the ban on tobacco and alcoholic drink advertising
2• Too much noise traditional media (growing negative perceptions) and rising TVC costs
3• Increased media interest in sport programming
4• Dramatic changes in consumer lifestyles
5• Increased non-traditional sport activities
6• Changes in governmental policies
7• Globalisation of marketing
What are the corporate benefits of sponsorship?
1• To increase public awareness of the company, the product, or both
2• To alert or reinforce public perception of the company
3• To identify the company with the particular market segments
4• To involve the company in the community
5• To generate media benefit
6• To achieve sales objectives
7• To showcase unique product features, techniques, or advantages
8• To create an advantage over competitors, through EXCLUSIVITY
9• To gain unique opportunities-hospitality & entertainment
10• To secure entitlement or naming rights
Why is sponsorship effective particularly in sport?
Affinity marketing
-creation of stories through sport e.g. Mastercard
What is affinity marketing? Mullin
Individuals level of cohesiveness, scial bonding, identification, and conformity to the norms and standards of a particular reference group-
How and why do sponsors use e-marketing? Mullin
Ability to increase association outside of a matchday
e.g. social media
can go wrong e.g. Dulux spurs
