4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) &...
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Transcript of 4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) &...
4-1
Sponsorship EssentialsSponsorship Essentials
by
Björn Walliser
Professor of Marketing, University of Nancy (France) &Part-time Faculty Member, California State University,
Northridge
presentation given at the
University of Nevada Las Vegas
April 6, 2010
Sources of the powerpoint presentation: Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill,
2010
4-2
The Sponsorship ProcessThe Sponsorship Process
SPONSORorganisation, individual
ACTIVITY / EVENT PERSON / GROUP
Financial or non-financial support
Contribution to communication objectives
MEDIA
TARGET OF
SPONSORSHIPDEAL
MEDIA
ACTIVITYSPONSOR
4-3
Key Sponsorship ConceptsKey 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)
4-5
Venue Naming RightsVenue 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
4-10
Advertising’s AdvantagesAdvertising’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
4-11
Sponsorship’s AdvantagesSponsorship’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)
4-12
Worldwide Sponsorship InvestmentsWorldwide Sponsorship InvestmentsSource: different sources, especially IEG.
2,55
8,310
14
19
25
30
38
43
0
5
10
15
20
25
30
35
40
45
1985 1989 1991 1993 1996 1999 2002 2005 2007 2010
(in billion USD)
4-13
Sponsorship Spending WorldwideSponsorship Spending WorldwideSource: 2007 IEG Sponsorship Report (sample issue), p. 1 and 4.
0
2
4
6
8
10
12
14
16
NorthAmerica
Europe PacificRim
SouthAmerica
Others
billion USD
4-14
Sponsorship ObjectivesSponsorship Objectives
Brand image
Brand awareness
Personnel motivationSales
Relation-ship building
Product demonstration
Corporate image
Corporate awareness
4-15
Sponsorship ComponentsSponsorship Components
• Category Exclusivity
• Signage
• Right to Use Event Trademarks and Logos
• Distribution Rights
• Hospitality Areas
• Complimentary Advertising
• Free Tickets
4-16
Sponsorship Components (Cont’d)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
4-18
IMC including sponsorshipIMC including sponsorship
Advertising PR Sales promotion
Sp
onso
rsh
ip
TVMagazine
Newspaper
CouponSweep-stakes
Push money
Pressconference
Website
4-19
IMC including sponsorshipIMC including sponsorship
Advertising PR Sales promotion
Sp
onso
rsh
ip
TVMagazine
Newspaper
Coca Cola: TV ads
That feature soccer
CouponSweep-stakes
Push money
Pressconference at Augusta Master’s
Pressconference
Website
GM gives away NFL
posters
4-20
Sponsorship Categories (US) Sponsorship Categories (US) Numbers for 2008Numbers 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)