SPONSORSHIP MANAGEMENT
PRESENTED BY:
JULIUS
TABLE OF CONTENT
1. What is Sponsorship?
2. What is Management?
3. What are the Management’s Functions?
4. What is Sponsorship Management?
5. Know the Game: understand what sponsorships can do and cannot do
6. The Passion Connection
7. How does sponsorship really enhance brand building?
8. Understand leverage
9. Measurement
10. Case Study
What is sponsorship?
‘As a marketer, why wouldn’t you use sponsorship? What better medium is there? With sponsorship, you already have a loyal, passionate consumer following of whatever that sponsorship is, whether it’s music or football or sailing-you already have a connection with the consumer. So if the fan that has the passion for something is the same person that is your customer, why would you not borrow some of that equity and use that as the essence of an idea around which to build your communication ‘Chris Weil, Momentum Worldwide
Sponsorship is a multi-faceted strategic brand building and marketing tool, which allows a company or brand to associate with a relevant marketing asset (e.g. sport event, social cause, issues or passion), and leverage that association for the mutual benefit of all stakeholders.
Sponsorship is a heaven sent opportunity that allows consumer to experience the brand. Sponsorship “embraces” the consumers while advertising “wave at them”.
If there is any brand building effort that provides a sustainable competitive advantage, it is sponsorship.
The value of sponsorship is being enhanced rapidly and key events and organisations are able to choose from a wide range of potential sponsors and attract high rights fees. Prime factors in the rise of sponsorship fees are the globalisation of communications, new technology of cable and satellite broadcasting, the internet and digital communications and the growing aspirations of societies for leisure and information. Sponsorship is changing too, and it now figures as part of mainstream marketing. For example, sports sponsorship is increasingly referred too now as sp...
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...; Match day tickets to staff
• Global newsletter distribution with promo activities
Guinness Rugby World Cup Ambassadors
• Ex-players to serve as World Cup ambassadors
• Used at trade events, staff events, etc
Website
• Guinness created website
• Elements of broadcast could be downloaded as screen savers
• Average visit to website lasted 9 minutes
Results
• Increased consumption in priority markets (GB=17%, Fr=37%, Australia=20%, SA=24%)
• 94% prompted awareness in GB, post activity
• Guinness was the most dominant sponsor of the Games
• Positive results in reinforcing brand essence, injecting energy, promoting newsworthiness and co temporizing the brand
Conclusion
• Principles must be applied consistently over time
• Message must be consistent with brand essence
• Measure, measure, measure
Sports marketing has made its way directly to the fans. In the past, only the extremely devoted fans would check on their teams online but now, the norm has changed. Now the devoted fans learn new information before anyone else, and even get rewarded for it. In the article “The Passion of the Fan”, by Stewart Feil, fans are being rewarded for posting about their favorite teams on social media. The reason this is possible is because mobile apps have greatly contributed to the way fans follow their teams. In “Sports marketing and technology with the New England Patriots”, by Michael Krigsman, it reveals that fans have the capabilities of sending their favorite teams their input about the team. The most amazing part is their voice is being heard. Tracy Keller reveals how deeply mobile apps have helped fans and teams interact in her article, “The Rise of Mobile in Sports Marketing.” She goes into detail on how fans are closer to their favorite teams through new mobile technology involved in sports. To go along with mobile apps, websites are bringing new life into sports and professional teams. In Greg Johnson’s article, “Big-time backers are trying to breathe new life into high-flying sport of Slamball”, it discusses how Youtube has allowed Slamball to keep its fame, and it is also reviving the sport at the same time. Sports and fans have always been together. Sports marketers have made the interactions between fans and teams closer through social media, websites, and mobile technology.
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
For a start, sponsorships can be risky. For example, overexposure can take a negative effect on the artist and his or her song. Many people are tired of hearing the same song on the radio, television, and at the movies after a countless amount of times. According to paragraph 8 of “Selling Out Not Worth the Risk,” Moby, an electronic artist, released his album called Play in 1999. He licensed each one of his 18 tracks. Fans then lost interest because they heard this everywhere on the radio, on commercials and movies. In many other cases, a record label who owns the rights to the artist’s music licenses the song to another company. Once this happens, the artist would not have any control over how the music can be used. According to paragraph 9
For NASCAR, increasing the accesabiity that the fan has for the brand is the main marketing strategy that the company must use to be successful. Internationally televised races provide the largest available access to the brand for the majority of the fans. It is nearly impossible for the majority of fans to personally attend a race throughout the year, so access through the televised events is the only way they are able to participate. Additionally, sponsorship branding has caused a fan loyalty to brands that financially support the company. For NASCAR, if they have an exclusive sponsorship deal with Goodyear Tires or Monster Energy Drinks, fan loyalty will ultimately extend to these brands as well.
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
Sporting crises lay sponsors' most valuable assets, their brands, open to an associated fallout. How they can minimise its impact?
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