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1. Corporate Concerns in Sponsorship Partnerships Sport Finance
3. Sponsorship Objectives SMART
4. Good Fit Two Elements:
Sport image compatible w/desired image of brand
Target markets of property & brand:
Audience w/similar demographic/lifestyle profile to target market & image congruent w/brand “viable”.
Dissimilar target profile & non-congruent image “non-viable”.
Property image congruent w/brand but not audience “unlikely”.
Target audiences are compatible but image non-congruent “some potential”.
5. Good Fit Indirect functional based similarity – logical link between product while spectating, but product not essential for event
Target audience feels comfortable
Ex. Chicken of the Sea & U.S. Synchronized Swimming
7-11 & cycling????????????
6. Sponsorship Platform Central theme around event so sponsor can have consistent message with different means of communication.
In other words, the sponsorship is the within the event.
7. Sponsorship Platform Direct sponsorship
Indirect activation-other costs incurred from other promotional activities
New ideas-not sponsoring event but creating event.
8. Sponsorship Platform Media involvement (15-25%)
Trade-outs (TV, radio, paper, etc)
Media pay cash to sponsor event in return right to sell to other companies
Secure editorial coverage-satisfy customers not sponsor
Signage, awards, internet, retail promotions, licensing
9. Ambush Marketing Defined as “company’s intentional efforts to weaken-or ambush-its competitor’s official sponsorship by engaging in promotions and advertising that trade off the event or property’s goodwill while seeking to confuse the buying public as to which company really holds the official sponsorship rights”
10. Ambush Marketing Kodak vs. Fuji 1984 Olympics
Pepsi vs. Coke NHL
Sponsors in stadium (swooshes)
Weaken public perception & gain some recognition/benefits of associated w/official sponsor
Also…….planned effort & not exposure-but misconception
11. Ambush Strategies Sponsorship of broadcast (Final Four broadcast)
Purchasing air time in and around events (Nike & World Cup)
Sponsor entities other than organizing body (Coke & Cowboys or Reebok and Nike gold shoes)
Purchasing ad space in close proximity to the event venue (Umbro vs. Nike)
12. Ambush Strategies Thematic advertising and implied allusion (The Sun, England Soccer)
Prizes suggesting sponsorship (trip to Final Four)
13. Countering Ambushing Legal---if claiming property rights (using logo), hard to determine
Courts favor ambushers
Comprehensive use of platform
Well written contracts (web, signs, etc)
Name and shame
14. Commitment Long-term thought to be most effective
3 years shortest
1st to learn
2nd show potential
3+ see benefits
With long-term if sponsor changes hard to change public (Lipton ATP to Ericsson)
15. What To Do???????? Invest in 3 year plan then review
Typically 2 reasons you won’t renew
Market conditions/objectives change
Loss of association of sponsor w/event