sponsorship management Essay

sponsorship management Essay

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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...

... middle of paper ...

...; 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


•     Guinness created website
•     Elements of broadcast could be downloaded as screen savers
•     Average visit to website lasted 9 minutes


•     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


•     Principles must be applied consistently over time
•     Message must be consistent with brand essence
•     Measure, measure, measure

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