2018 - Page 10 of 12 - motorsports.sponsoredproperties.com

motorsports.sponsoredproperties.com > Blog > 2018 > Page 10

Sponsorship and Congruity Theory: A Theoretical Framework For Explaining Consumer Attitude and Recall of Event Sponsorship

August 5, 2020January 12, 2018 by admin

ABSTRACT

Sponsorship as a marketing communication tool has increased remarkably over the past two decades. Drawing from research in social psychology, a conceptual framework which affords a clearer understanding of the appropriate sponsoring of events when objectives are to improve consumer attitudes and increase recall is developed. The framework suggests that companies sponsoring events that provide a moderately inconsistent "fit" Bto their company will be viewed more favorably by consumers.

INTRODUCTION

Corporate sponsorship as a promotional acivity has increased remarkably over the past two decades and has been acknowledged as an increasingly important element of the communication strategy used by marketing-driven corporations in order to reach their customers. In 1996 sponsorship expenditure reached $13.5 billion worldwide (Sandler and Shani 1998) and is expected to reach $19 billion in 1999, making sponsorship the fastest growing area of promotion (Taylor 1999; Ukman 1995). Notably, more companies are involved in sponsoring leisure activities such as sports and music, while fewer are involved in the science...

Understanding Exclusive Sponsorship Contracts

August 5, 2020January 12, 2018 by admin

Printed in the Business Monday newspaper on July 26th, 2010

With the Crop Over season in high gear and much demand for event sponsorship, one issue that commands attention is exclusive sponsorship, where sponsors insist that businesses promote their products exclusively at events and venues.

The Fair Competition Act as enforced by the Fair Trading Commission prohibits the establishment of exclusive sponsorship arrangements if these arrangements lead to a substantial restriction of competition.

Sponsors often attempt to limit or deny businesses from granting similar promotional opportunities to rivals for the same event. The sponsor normally seeks to accomplish this by insisting upon a degree of exclusivity within the contract whereby the business hosting the event is restrained from dealing with the sponsor’s rivals. The extent of the exclusivity demanded is often dependent on the measure of financial input the sponsor is willing to provide.

There are a number of advantages and disadvantages of exclusive contracts.

Sponsorship Relationships As Strategic Alliances: A Life Cycle Model Approach

August 5, 2020January 11, 2018 by admin

In recent years, academics and practitioners have recognized that sponsorship relationships operate as strategic alliances. Additionally, they have emphasized the lack of analytical approaches which allow an understanding of the developmental process of such alliances. In an attempt to fill this gap, we examine how key sponsorship characteristics change over different stages of the life cycle (formation, operation, and outcome) to determine the success or failure of the relationship. Specifically, we propose a life cycle model that articulates general paths in sponsorship relationship developmental stages and the behavior pattern of sponsorship characteristics. Throughout this framework, we illustrate our reasoning with examples drawn from the UBS/Team Alinghi sponsorship relationship.

Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?

August 5, 2020January 10, 2018 by admin

We examined the benefits to a corporate sponsor of two types of philanthropic activities cause promotions and advocacy advertising. Results from laboratory studies indicate that perceptions of corporate social responsibility (CSR) are affected by consumers’ elaboration levels. Consumer perceptions of CSR are more favorable for cause promotions, which do not receive much elaboration, than they are for advocacy advertising, which prompts more elaboration. In addition, perceived congruence between the sponsor and the social issue is shown to moderate these effects: Higher congruence between the sponsor and social issue increases favorable ratings of CSR for cause promotions but only if elaboration on the sponsorship activity is facilitated. On the other hand, lower congruence increases favorable ratings of CSR for advocacy advertising as long as elaboration on the sponsorship is not constrained. We also found that higher congruence enhances CSR ratings if participants are primed to focus their attention on the sponsor brand, whereas lower congruence enhances CSR...

Alcohol Brand Sponsorship Report: Identified Alcohol Brand Required Sponsorships – U.S., 2010-2013

August 5, 2020January 9, 2018 by admin

Methods This study examined sponsorship of organizations and events in the U.S. by alcohol brands from 2010-2013. The top 75 brands of alcohol consumed by underage drinkers were identified based on a previously conducted national internet-based survey. For each of these brands, a systematic search for sponsorships was conducted using Google.

Stanford Institute For Economic Policy Research Broadcasting And Team Sports

August 5, 2020January 6, 2018 by admin

Abstract

Television rights are the largest component of revenues for major sports in large, rich nations. Among these nations, the market structure for rights varies due to different competition policies towards sports and television. This essay examines how game coverage, revenues and competitive balance are affected by competition in commercial television and sales of rights. It argues that consumers are better off if television is competitive and leagues do not centralize rights sales. We conclude that centralization of rights sales does not improve competitive balance or benefit financially weak teams. Finally, while digital telecommunications are making television competitive, ending centralization of sales by leagues requires policy intervention.