Week 11 - sponsorship

Question 1

what is sponsorship?

Answer 1

A promotional approach in which an organization or individual
offers resources (e.g., financial, in-kind) and/or services to support
a sports organization’s event program, or product offering

Question 2

why sponsorship?

Answer 2

• Integrated approach - Use with other elements of the promotional mix
• Maximize communications effectiveness - Contribute to building brand equity
• Part of a marketing strategy -Implications on the brand

Question 3

best practices for sport sponsorship

Answer 3

• Fit
• Relationships
• Employee Motivation/Involvement/Education
• Community/cause
• Knowing other parties’ objectives
• Exclusivity
• Activation

Question 4

what is activation?

Answer 4

driving consumer action through brand interaction

Question 5

what is leveraging?

Answer 5

strategic use of the brand image of the sponsee to
amplify brand of the sponsor

Question 6

activation – two key elements

Answer 6

1. ‘Standard’ activities
2. Value-added’ activities

Question 7

1. ‘Standard’ activities

Answer 7

associated commercials, advertising, service, and onsite
product sampling

Question 8

2. Value-added’ activities

Answer 8

creative efforts that seek to maximize the effect of the
sponsorship (such as hospitality, VIP hosting, creative
marketing, etc.)

Question 9

outcomes of exclusivity

Answer 9

• Reduced Clutter
• Increased Sales
• Positive Associations between Brand and Sponsors
• Better recognition of official sponsors versus non-sponsors
• Increased knowledge of sponsor contributions

Question 10

evaluating sponsorships

Answer 10

• Measuring participation
• Photographic record
• Media Monitoring
• Measuring Awareness (exit interviews)
• Market Share

Question 11

why sponsors fail

Answer 11

• No budget for activation
• No measurable objectives
• No local extensions
• Not long-term
• Insufficient human resources

Question 12

Why Sponsors Drop-out

Answer 12

• Decrease in market value of product (e.g., decrease in attendance
  & TV ratings)
• Not achieving objectives
• Change in corporate direction (or leadership)
• Increased costs and/or budget cutbacks
• Conflict with organizer
• Poor event execution by organizer
• Timing & scheduling conflicts
• Lack of exclusivity

Question 13

Ambush Marketing

Answer 13

a form of associative marketing which is designed by an
organization to capitalize on the awareness, attention, goodwill, and
other benefits, generated by having an association with an event or
property, without the organization having an official or direct
connection to that event or property

Question 14

Ambush Marketing – Main objective is to create confusion in the consumers’ minds
therefore:

Answer 14

• Gaining the benefits of association without being an official
  sponsor and;
• Weakening the impact of a competitor being the exclusive sponsor
  of an event

Question 15

what could long term effects of ambush marketing do?

Answer 15

diminish sport property values and increase clutter

Question 16

it is argued that ambushing may be ….

Answer 16

legitimate competitive marketing

Question 17

Is ambushing techniques legal or illegal?

Answer 17

legal

Question 18

what are ambush strategies

Answer 18

• Thematic publicity implying an association
• Sponsoring subcategories
• Outside the event location
• Ambush vehicles (land, sea or air) in the vicinity of the Event
  location area
• Sponsoring related team/athlete
• Display inside or near event location (i.e., stadium)

Question 19

ambush marketing literature

Answer 19

• Companies who ambush usually perform better than those who do not
• Consumers do not care about ambush marketing
• Olympic organizers responsible for lack of consumer awareness and
  support
• Ambush marketing is not a game. It is a deadly serious business and has
  the potential to destroy sponsorship. If ambush, or “parasite”, marketing is
  left unchecked, then the fundamental revenue base of sport will be
  undermined.

Question 20

what is the issue with ambush marketing literature

Answer 20

Literature offers little direct evidence of harm caused by ambush
marketing, which could not be sufficiently resolved through business
means:

• Addressing clutter
• Integrated public relations strategy
• Value-added programs
• Meaningful sponsor recognition
• Sponsor leveraging/activation
• Increase level of marketing expertise of sport marketers

Question 21

How has literature helped ambush marketing?

Answer 21

• It has become commonplace to protect from ambush marketing
  using legislation (Eg. London, New Zealand, Australia & South
  Africa).
• Responsibility of International Governing bodies (IOC, FIFA, IIHF),
  National Governing bodies (COC, Hockey Canada), and
  Sponsors.
• Cooperation of each party integral to success of anti-ambush
  measures.
• More recently governments have also become involved.
  Event

Question 22

Fighting Ambush
Marketing:
What can International Governing bodies do?

Answer 22

• Brand management
• Public relations (PR) as vital part of marketing plan
• Sponsorship recognition programs
• Education programs
• Review sponsorship and broadcast structures
• Reduce clutter
• Legislation