Week 11 - sponsorship Flashcards
what is sponsorship?
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
why sponsorship?
- 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
best practices for sport sponsorship
- Fit
- Relationships
- Employee Motivation/Involvement/Education
- Community/cause
- Knowing other parties’ objectives
- Exclusivity
- Activation
what is activation?
driving consumer action through brand interaction
what is leveraging?
strategic use of the brand image of the sponsee to
amplify brand of the sponsor
activation – two key elements
- ‘Standard’ activities
- Value-added’ activities
- ‘Standard’ activities
associated commercials, advertising, service, and onsite
product sampling
- Value-added’ activities
creative efforts that seek to maximize the effect of the
sponsorship (such as hospitality, VIP hosting, creative
marketing, etc.)
outcomes of exclusivity
- Reduced Clutter
- Increased Sales
- Positive Associations between Brand and Sponsors
- Better recognition of official sponsors versus non-sponsors
- Increased knowledge of sponsor contributions
evaluating sponsorships
- Measuring participation
- Photographic record
- Media Monitoring
- Measuring Awareness (exit interviews)
- Market Share
why sponsors fail
- No budget for activation
- No measurable objectives
- No local extensions
- Not long-term
- Insufficient human resources
Why Sponsors Drop-out
- 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
Ambush Marketing
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
Ambush Marketing – Main objective is to create confusion in the consumers’ minds
therefore:
- Gaining the benefits of association without being an official
sponsor and; - Weakening the impact of a competitor being the exclusive sponsor
of an event
what could long term effects of ambush marketing do?
diminish sport property values and increase clutter
it is argued that ambushing may be ….
legitimate competitive marketing
Is ambushing techniques legal or illegal?
legal
what are ambush strategies
- 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)
ambush marketing literature
- 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.
what is the issue with ambush marketing literature
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
How has literature helped ambush marketing?
- 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
Fighting Ambush
Marketing:
What can International Governing bodies do?
- Brand management
- Public relations (PR) as vital part of marketing plan
- Sponsorship recognition programs
- Education programs
- Review sponsorship and broadcast structures
- Reduce clutter
- Legislation
