Week 11: sponsorship Flashcards
marketing OF sport
Marketing sports products and services directly to sports consumers, participants or spectators
marketing THROUGH sport
marketing other consumer products/services through sports promotion, some companies use sports as a communication tool (eg. using sports to communicate)
sponsorship
a promotional approach in which an organization or individual offers resources (ie. financial, in-king) and/or services to support a sports organization’s event program or product offering
three reasons why would want sponsorship
- integrated approach =
Use other elements of the promotional mix which is more effective
2/ Maximize communications effectiveness =
Contribute to building brand equity
Helps get the brand out there to a wider audience
- Part of a marketing strategy =
Implications on the brand
Helping bring good views or feelings about your brand
key conceptual elements of sponsorship
- sponsor
- sponsee
sponsor
Cash investment
Product investment
Service investment
Image Transfer
Activation
Evaluation
sponsee
Revenue generator
Budget reducers
Marketing Platform
Activation
Exclusivity
Evaluation
best practices for sport sponsorship
- fit
- relationships
- employee motivation/involvement/education
- community/cause
- knowing other parties objectives
- exclusivity
- activation
Fit (best practices)
they are both forced on the same outcomes or target audience, can be product fit or audience fit
relationships (best practices)
there have to be resources from both parties to invest in the relationship
Employee motivation/involvement/education → there should be that buy-in, for long-term relationships
community/cause (best practices)
see it most often in charity sporting events
knowing other parties objective (best practices)
exchange of resources,the sponsor is giving the resources and the sponsee is allowing the image to transform
activation
driving consumer action through brand interaction. Anything the sponsor or sponsee do to let the consumer know there is a relationship
leveraging
strategic use of the brand image of the sponsee to amplify the brand of the sponsor
two key elements of activation
- standard activities
- value-added activites
standard activities
Associated commercials, advertising, service, and onsite product sampling
Things to communicate that there is a relationship
value-added activities
Create efforts that seek to maximize the effect of the sponsorship (such as hospitality, VIP hosting, creating marketing etc)
Things to specifically make your sponsor happy
exclusivity involves
- reduced clutter
- increased sales
- positive association between brand and sponsors
- better recognition of official sponsors versus non-sponsors
- increased knowledge of sponsor contributions
reducing clutter
having too many sponsors can be less effective for the consumer to have the image transfer
better recognition of official sponsors versus non-sponsors
having one official sponsor for each sensor category
increased knowledge of sponsor contributions
helps us sort through value-added part
evaluating sponsorship
- measuring participation
- photographic record
- media monitoring
- measuring awareness (exist interviews)
- market share
measuring participation
before and after sponsor activation activities
photographic record
actually going into the event that is being sponsored, if you have samples, are people taking these samples?
measuring awareness
asking people who are leaving the event if they know who the sponsor was
market share
did it grow? Were there any contributions from the sponsorship
why sponsors fail
- no budget for activation
- no measurable objetives
- no local extensions
- not long-term
- insufficient human resources
no budget for activation
Making the associations between the mind and consumer costs money, you have to budget for activation in addition to the resources provided by the sponsors
no measurable objectives
Having KPIs in advance and ways to evaluate them to see if you are meeting goals
no local extensions
letting people know how to engage with the sponsor
not long term
it’s a one-off relationship
insufficient human resources
you don’t allocate individuals from sponsor and sponsee organizations to interact with the product or resources
why sponsors drop out
- Decrease in the market value of the product (ie. decrease in attendance or TV ratings)
- Not achieving objectives
- Change in corporate direction (or leadership)
- Increased costs and/or budget cutbacks
- Conflict with organizer
- Poor event execution by the organizer
- Timing and scheduling conflicts
- Lack of exclusivity
ambush marketing
when an organization or product can associate itself with another brand without actually using its image. (ie. the video of Air BnB and the Olympics)
what is the main objective of ambush marketing?
to create conduction in the consumer’s mind, therefore, gaining the benefits of association without being an official sponsor or weakening the impact of a competitor being the exclusive sponsor of an event
ambush marketing details
It is now recognized as common practice in the sports industry
Long-term effects could diminish sports property values and increase clutter
It is also argued that ambushing may be legitimate competitive marketing
For the most part, the context in which these techniques are used is perfectly legal
ambush strategies
Thematic publicity implies 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 the event location (ie. 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
how can you fight ambush marketing?
Brand management
Public relations (PR) a vital part of the marketing plan
Sponsorship recognition programs
Education programs
Review sponsorship and broadcast structures
Reduce clutter
Legislation
