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A Model for Screening Sport Sponsorship Opportunities

October 20, 2019January 13, 2018 by admin

Abstract

The prolific submission rate of sport sponsorship proposals to corporate marketing decision makers warrants the availability of a comprehensive screening instrument. Due to the limited number of instruments available Irwin and Assimakopoulos (1992) proposed the Sport Sponsorship Proposal Evaluation Model (SSPEM).This theoretical model featured a compilation of contemporary sport sponsorship evaluation criteria with distinctive weighting and grading scales. The purpose of the current study was to subject the model to empirical testing in an effort to confirm the retention and categorization of contained criteria. Based on the results of this investigation modifications were made to the original model thereby enhancing its universal effectiveness to corporate decision-makers.

Sport Sponsorship: Appeal and Risks

August 11, 2020January 13, 2018 by admin

Sport sponsorship is a particular case within the sponsorship industry. It is distinct from the more philanthropic forms of sponsorship, which appear to be less motivated by commercial objectives, and which generally achieve less significant commercial returns (Calderon Martinez, Mas-Ruiz & Nicolau-Gonzalbez, 2005). In this paper, the advantages of sport sponsorship are reviewed to identify why sport sponsorship is more popular than other forms of sponsorship. Despite this popularity, the sponsorship of sporting events and individuals also carries some risks. In this paper, we also review the risks, including generic risks such as the risk of news media reporting that is interpretive rather than objective. Other risks relate more directly to sports, particularly the effects of winning and losing on audience attitudes (or sponsorship objectives), and the impact of off-field behaviour otherwise unrelated to the event threatening the objectives of corporate sport sponsorship.

An Investigation Into Motorsport Sponsorship : A Comparative Analysis Of Two And Four Wheeled Sponsorship

August 5, 2020January 13, 2018 by admin

Abstract:

The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in...

Study: Winners and Whiners

August 5, 2020January 13, 2018 by admin

n the on-going battle between IndyCar and Indianapolis Motor Speedway president Tony George and his Indy Racing League, there will be no winners, only whiners. It has been said time and time again that the racing fans will ultimately decide the fate of each series. Both IndyCar and Tony George have placed considerable hope that the sentiment will fall in their favor.

Finally, the enthusiast will be heard. Through RaceStatR – Indy, the first of a two-part study of Indy racing fans, (conducted by Performance Research – a Newport, RI, sports market research firm) the racing fans get a chance to speak out.

With regards to the controversy, when asked which side or opinion they most agreed with, racing fans (47%) generally agreed with the overall position of IndyCar (27% agreed with Tony George, and 26% were undecided), yet three-fourths (75%) are still planning to watch the IRL sponsored “Indy 200” to be held in Walt Disney World, Florida.

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.

Perspectives on the ROI of Media Relations Publicity Efforts

August 5, 2020January 5, 2018 by admin

Executive Summary

This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. The primary questions discussed in the paper are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial return be attributed to the publicity?

Media relations publicity is a part of public relations that is generally included in Marketing Communications or MARCOM, Marketing PR or Media Relations-based Marketing. This paper is not concerned with the ROI of the many other aspects of public relations or their derivatives. The scope of the paper is more narrow and focused specifically on how to show the business value of a story in the media that has been placed as a result of public relations within the marketing campaign mix

Financial Analysis of Broadcast TV Programming

August 5, 2020January 5, 2018 by admin

Abstract

With a landscape of vertically integrated media conglomeerates and new distribution windows constantly emerging, a TV show can generate multiple revenue streams complicating the economics of television networks. The purpose of this study is to analyze the revenue sources that can be associated with a TV show and their impact on programming decisions. Through a combination of econometric models, statistical tests and financial analysis, the researcher studied the internal and external factors that influence the four main revenue streams of TV shows: advertising, syndication, home video and online platforms. In addition, the DVR and other time-shifting technologies were observed.

The Changing TV Experience: 2017

August 5, 2020January 5, 2018 by admin

The consumer video landscape has been changing by leaps and types to viewing devices and platforms. In 2015 IAB conducted understand the behavioral shift of consumers’ TV the first bounds, from content sources and video Changing TV Experience study viewing experience on the big screen. What the TV viewing experience since then? What’s different, what’s the This 2017 update on the Changing TV Experience Study includes same, and what’s tracking of new ? to has changed in video viewing trends by screen, and in particular the content and advertising experience and consumer engagement during device ownership, digital video streaming on a smart TV or via a video streaming device in comparison to traditional linear TV viewing.

Sports Marketing and the Law: Protecting Proprietary Interests in Sports Entertainment Events

August 5, 2020January 5, 2018 by admin

I. INTRODUCTION

This article is intended to help owners of sports entertainment properties protect their long-term financial interests and the goodwill generated from the promotion of sports teams, events, corporate sponsorships, licensed merchandise, franchise, and broadcast rights (collectively referred to as "Sports Marketing"). To encourage development of new sports entertainment events, investors must be given a reasonable chance of obtaining a favorable return before being copied by competitors.uh