Event Sponsorship
Transcript: Tremendous sponsorship transactions have been distributed to the field of college football, which is evidenced by the typical value of $20 million per year for title sponsorship of each playoff game (Sport Business Journal, 2015) 12 million people watch it live 3.5 billion television views Relationship between team and sponsor and consumer is important. Sponsors dont pay athletes but they do pay for the athlete's airfare, coaches, and physical therapy. They are invaluable members of the team and they keep the show on the road. This support shows through and warms the hearts of a certain audience. Overall fit between sponsors and sport events are split into two categories: 1. Direct fit indicates that the sponsors’ products could be directly used in the events; 2. Indirect fit occurs when some aspects of a sponsor’s image match up with the event. Otker and Hayes's (1988) study of the sponsorship of the 1986 World Soccer Cup by Phillips showed that when the match between the images of the company and the event is congruent, the impact of the sponsorship extends to three significant market segments: 1. The people who are physically and emotionally involved in the event 2. The media covering the event 3. The customers of the sponsor and/or the consumers of its products Consumer-based brand equity has been studied in a broad array of professional fields with consistent findings of its positive influence on : - Promoting consumer preferences and purchase intentions (Cobb-Walgren, Ruble, & Donthu, 1995), - Elevating consumer-perceived quality toward products (Dodds, Monroe, & Grewal, 1991) - Improving consumer evaluation of brand extensions (D.A. Aaker & Keller, 1990) - Enhancing resilience in product-harm crises (Dawar & Pillutla, 2000). Trends in Sports Sponsorship Risk Management SMRT 642 Event Sponsorship - Large numbers of sport events, from local and small-scale events to international and mega events, provide great communication platforms for sponsors to build, strengthen, and maintain their Consumer Based Brand Equity. - Ex: College football is one of the most influential sport platforms that gets tremendous attention from both consumers and sponsors, millions of people see it through tv or even their phones but no one usually misses a game especially if you attend that university - Social account takeovers and shout outs - Initiating takeovers of company's social accounts by the influencers they partner with. The influencer gains access to the sponsor’s social account and encourages their followers to check out the brand through a series of shout-outs so they can witness what gets shared during the takeover. - Getting the audience right- For corporate sponsorships to be effective, the audience needs to match on both sides of the arrangement. Sponsoring events can shape the buying attitudes of your audience and generate positive word-of-mouth recommendations. References - Social influencers to play a bigger role- Athletes remain a key vehicle for companies to enhance the reach, popularity and influence of their brand. “You need savviness in the social media space. You need to create content that is attractive to both the end consumer and the influencers who are the gatekeepers of mass organic reach”. - Shirt sponsorship to explode in the US- English football teams have been sporting sponsorship logos for over 30 years, America's big leagues – the NBA, NFL, NHL and MLB - have largely ignored this huge source of potential revenue, until now. - Live experiences to become richer- With around 70% of spectators in stadiums using a mobile, every brand, advertiser and sports marketer is now looking for ways to use the huge potential that mobile technology offers to improve the fan experience. Sponsoring According to Otkcr (1988), commercial sponsoring buys time to capitalize the association through an event with the specific goal of raising awareness. Sponsorship involves an exchange of resources. Through the images, customers’ needs to see the similarities between the attributes of the company or its products and the attributes of the event or group. Image Sponsoring Whenever a company sponsors an event, making sure they have a set risk management plan is necessary to be prepared for the worst and being able to identify the way the risk can be minimized. Schema Theory Jerred Junqi, W., Zhang, J. J., Byon, K. K., Baker, T. A., & Zhenqiu (Laura), L. (2016). Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors' Brand Equity. International Journal Of Sport Communication, 9(3), 294-320. Ferrand, A., & Pagès, M. (1996). Image Sponsoring: A Methodology to Match Event and Sponsor. Journal Of Sport Management, 10(3), 278-291. G. (2017, January 10). Five sports sponsorship trends for 2017. Retrieved March 01, 2018, from https://www.globalsportsjobs.com/article/five-trends-for-2017-in-sports-sponsorship/ End Goal Event Personality to build sponsors Brand Equity - Objects and the relationships
Prezi Present
Prezi Video
Prezi Design
