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Sponsorship Essentials

Sponsorship Essentials. presentation given at the University of Nevada Las Vegas April 6, 2010. by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge.

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Sponsorship Essentials

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  1. Sponsorship Essentials presentation given at the University of Nevada Las Vegas April 6, 2010 by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge Sources of the powerpoint presentation: Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill, 2010

  2. The Sponsorship Process Financial or non-financial support SPONSORSHIP DEAL SPONSOR organisation, individual ACTIVITY / EVENT PERSON / GROUP Contribution to communication objectives MEDIA SPONSOR ACTIVITY MEDIA TARGET OF

  3. Key Sponsorship Concepts • Participants • Sponsor – Party Seeking Association (Visa) • Sponsee – Property Owner (e.g. FIFA) • Linkages • Self-Evident – adidas products used in event • Strategic – Visa Credit Cards and FIFA have similar target markets • Leveraging • Efforts to Support One’s Sponsorship with Additional Strategic Initiatives (i.e. Event-Oriented Advertising)

  4. Example of Leveraging

  5. Venue Naming Rights • Building Sponsorship • Sponsor Pays to Have Its Name Attached to a Facility for A Specified Period of Time • Many Types of Facilities beyond Sports • Percent of Major US Professional Teams Playing in Venues with Corporate Sponsor • 30% in 1997 • 69% in 2007

  6. Allianz Arena München

  7. Sponsorship vs. Advertising 2 pictures

  8. Sponsorship vs. Advertising Which was the name of the sponsor?

  9. Sponsorship vs. Advertising 2 pictures

  10. Advertising’s Advantages • Persuasive Message • Words and Images Used to Convey Ideas • Standardization • Everyone Receives an Identical Message • Guaranteed Size of Audience Reached • Circulation; TV Ratings; Radio Ratings

  11. Sponsorship’s Advantages • Credibility, Emotion • Internal Morale • Sales Opportunities • Overcome Advertising Restrictions • Bans against Tobacco Advertising • Cut Through Advertising Clutter • Not Competing with Broadcast Advertising • Reach Small Segments and Niches • Small Specialized Properties (local festival)

  12. Worldwide Sponsorship InvestmentsSource: different sources, especially IEG. (in billion USD)

  13. Sponsorship Spending WorldwideSource: 2007 IEG Sponsorship Report (sample issue), p. 1 and 4.

  14. Sponsorship Objectives Corporate awareness Brand awareness Corporate image Brand image Product demonstration Relation- ship building Sales Personnel motivation

  15. Sponsorship Components • Category Exclusivity • Signage • Right to Use Event Trademarks and Logos • Distribution Rights • Hospitality Areas • Complimentary Advertising • Free Tickets

  16. Sponsorship Components (Cont’d) • Right to Purchase Additional Tickets • Link on the Event Web Site • (Sponsorship) Designation • Inclusion in Event Promotions • Access to Property Mailing List / Database • Right of First Refusal

  17. Which Components Are Most Valuable?

  18. IMC including sponsorship Advertising PR Sales promotion TV Magazine Newspaper Press conference Website Coupon Sweep-stakes Push money Sponsorship

  19. IMC including sponsorship Advertising PR Sales promotion TV Magazine Newspaper Press conference Website Coupon Sweep-stakes Push money Press conference at Augusta Master’s Coca Cola: TV ads That feature soccer GM gives away NFL posters Sponsorship

  20. Sponsorship Categories (US) Numbers for 2008 • Sports (69%) • Entertainment, Tours & Attractions (10%) • Cause-Related Marketing (9%) • The Arts (5%) • Festival, Fairs & Annual Events (4.5%) • Associations and Membership Orgs (3%) * Rounding creates small statistical error (IEG)

  21. Sponsorship Categories (Europe) • Sports sponsorship (60-70%) • Arts / cultural sponsorship (15-20%) • Social sponsorship (10-15%) • Environmental sponsorship (< 5%)

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