2018 - Page 11 of 12 - motorsports.sponsoredproperties.com

motorsports.sponsoredproperties.com > Blog > 2018 > Page 11

An Examination Of Professional Niche Sport Sponsorship : Sponsors’ Objectives And Selection Criteria.

August 5, 2020January 4, 2018 by admin

ABSTRACT

NICHE SPORT SPONSORSHIP

Gregory P. Greenhalgh July 29,2010

Sport organizations face tremendous pressure to secure sponsorship support (Copland et aI., 1996). Professional niche sports face even greater pressure as sponsorship support often determines whether an event can even take place (Sutton, 2009). Kuzma et al. (1993) stated the number one principle in selling sponsorships is establishing a close match between sponsor objectives and event characteristics. The purpose of the current study was to investigate the objectives sponsors aim to achieve through niche sport sponsorship as well as understand the selection criteria used to screen niche sport sponsorship opportunities. A survey of 352 sport sponsorship decision-makers, yielding a response rate of 25.3% (N = 89) with 32 usable professional niche sport sponsor responses revealed many interesting findings. Respondents indicated the most important objectives they aim to achieve through niche sport sponsorship include:

ICC International Code on Sponsorship

August 5, 2020January 4, 2018 by admin

Introduction

This edition of the ICC International Code on Sponsorship follows the well-established ICC policy of promoting high standards of ethics in marketing via self-regulatory codes intended to complement the existing framework of national and international law.

Communication Effects in Sponsorships: : An Assessment Of How Different Communication Strategies Can Enhance Incongruent Sponsorships

August 5, 2020January 4, 2018 by admin

Abstract

Collateral communication of sponsorships is considered a prerequisite for sponsorship success. Sponsorship is a communication form that is passive and indirect by nature and is therefore increasingly leveraged with additional communication effort through more active channels.

This dissertation focuses on traditional advertising as a sponsorship leverage tool.

Compared to sponsorship, advertising offers a more controlled communication environment. Thus, communicating a sponsorship through advertising means that the sponsorship message appears as more direct, explicit, and persuasive. In general, little is known about how consumers process sponsorship information, and even less about how sponsorships are processed when they are presented through controlled communication channels. Based on the commonly held notion that fit between sponsor and sponsee is associated with positive consumer responses, the dissertation proposes that communication may improve incongruent sponsorships through the ability to enhance perceptions of fit. By suggesting that strategic communication can influence fit perceptions, the dissertation adapts to the conceptualization of fit as a malleable construct.

A Model Of Fan Identification: Antecedents And Sponsorship Outcomes

August 5, 2020January 4, 2018 by admin

Modern sponsorship has moved from primarily a philanthropic activity to mutually advantageous business arrangements between sponsors and the sponsored (Abratt et al., 1987). The objectives being sought by sponsoring organizations are focusing more and more on exploitable commercial potential and bottom-line results (Cornwell, 1995; Hoek et al., 1993; 1997; Irwin and Sutton, 1994; Marshall and Cook, 1992; Wilson, 1997), and less on altruism or a sense of social responsibility without expectation of return. With this recognition comes an increased significance on identifying attitudinal and tangible behavioral outcomes to sponsorship efforts (Hoek et al., 1993). Despite the growth and recognized importance of sponsorship activities, academic research in this area has to date been limited (Cornwell and Maignan, 1998; Speed and Thompson, 2000). Sport is a natural area for sponsorship as it can carry very strong images,

Sponsorships on the Internet: Activation,Congruence, and Articulation

August 5, 2020January 4, 2018 by admin

ABSTRACT

This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor.

Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors’ Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites.

The Influence Of Brand Preference On Brand Image Transfer: A Research On Brand Event Congruity In Sponsorships

August 5, 2020January 4, 2018 by admin

ABSTRACT

Despite the growing attention for sponsorships, few studies have focussed on brand image issues. This article reports findings of an experimental research in which participants assessed the degree to which an event’s image associations were transferred to a brand through event sponsorships.

Results indicated that congruent sponsorships enhance image transfer, as opposed to incongruent sponsorships. This interaction effect was moderated by brand preferences. Participants with weak brand preferences ranked highest on brand image transfer in the incongruent condition, whereas participants with strong brand preferences were more likely to engage in image transfer when they were exposed to congruent brand – event sponsorship. The latter group ranked lowest on brand image transfer in the incongruent condition. The research utilizes a 2 x 2 factorial design where two variations of brand –

Managing A Sponsored Brand

August 5, 2020January 4, 2018 by admin

Abstract The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation’s brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation’s brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.

Integrated Marketing Communications 1: Mass Communications Techniques

August 5, 2020January 3, 2018 by admin

For many small and medium-sized firms, marketing communications planning involves little more than assessing how much the firm can afford to spend, allocating it across some media and, in due course, looking at whether sales levels have increased or not. It is clear that to avoid wasting valuable organizational resources, marketing communications should be planned and evaluated carefully. The various stages involved in doing this are outlined in Figure 9.2.

Facilitating Sponsorship Channels in the Business Model of Motorsports

August 5, 2020January 3, 2018 by admin

ABSTRACT

The business model of motorsports has evolved to prominently feature corporate sponsorship as a B2B exchange mechanism in both the supply and marketing channels. As a result, racing series managers and teams are often simultaneously positioned as a buyer and seller in relation to their corporate sponsors. The sustainability of this business model rests with the propensity for motorsports organizations to consistently deliver value to both B2C and B2B firms and minimize potential role conflicts. This research highlights how actors in Formula One and NASCAR serve as channel facilitators to connect buyers and sellers within the motorsports sponsorship network.

INTRODUCTION

In the marketing of motorsports, racing series management and team organizations represent two key producers. In collaboration with various other channel members, these two entities produce a sports and entertainment product that is attractive to a large consumer audience

Defendant Appellant Cross Appellee, and Heartland Park Raceway, LLC Defendant.

August 5, 2020January 3, 2018 by admin

In this diversity case governed by Kansas tort law, SFX Motor Sports, Inc.1 (“SFX”), appeals the district court’s denial of its post-trial motion for judgment as a matter of law (“JMOL”). SFX argues that a reasonable jury could not have found SFX liable for wanton conduct based on its staging of an August 2003 motorcycle race in which Arthur Wagner, Jr. (“Wagner”), crashed and was seriously injured. Wagner cross-appeals, arguing that the district court erred in reducing his damages award pursuant to Kansas’s statutory cap on noneconomic damages in personal injury actions. Exercising appellate jurisdiction under 28 U.S.C. § 1291, we REVERSE the denial of SFX’s motion for JMOL and DISMISS Wagner’s cross-appeal as moot.

United States Court of Appeals for the Federal Circuit: BRIDGESTONE/FIRESTONE RESEARCH, INC., Appellant, v. AUTOMOBILE CLUB DE L’OUEST DE LA FRANCE, Appellee

August 5, 2020January 3, 2018 by admin

Bridgestone/Firestone Research, Inc. ("Bridgestone") is the owner of Trademark Registration No. 756,436 for the mark LEMANS for "pneumatic rubber tires" on the principal register, issued on September 10, 1963. The United States Patent and Trademark Office Trademark Trial and Appeal Board granted the petition of Automobile Club de l'Ouest de la France ("Automobile Club") to cancel the registration.1 We reverse the Board's decision.

The Art Of Sponsorships

August 5, 2020January 2, 2018 by admin

The practice of a business giving money to another company in return for advertising at an event, location, or program is called a sponsorship. The overwhelming need for money in the park and recreational field has necessitated the importance to know how to find and keep sponsors. The presenter, Robert Villegas, with an understanding of how important funding is for recreation programs but also how tragically scarce it often is, stressed in this session how mutually beneficial a sponsorship can be for both the manager and the sponsor.

Trademark Dilution Law: A Cross-Disciplinary Examination Of Dilution And Brand Equity Scholarship

August 4, 2020January 2, 2018 by admin

Federal trademark law affords distinctive and famous trademarks protection from “dilution,” which is the whittling away of a trademark’s uniqueness and consequently its selling power. Trademark dilution jurisprudence, as explicated in case law, is unclear with respect to what injury is to be prevented by dilution law, how such injury is operationalized, and how best to balance the interests at stake in a dilution action. With these deficiencies in perspective, this dissertation begins with the question whether a framework for identifying and measuring trademark dilution can be culled from the body of brand equity research. Brand equity, which is generally regarded as the extra or added value embodied in the product’s trademark beyond the value of the product unmarked, is akin to the selling power or commercial magnetism of a famous trademark.

M	T	W	T	F	S	S
				1	2	3
4	5	6	7	8	9	10
11	12	13	14	15	16	17
18	19	20	21	22	23	24
25	26	27	28	29	30