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Sponsorship Marketing

Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America

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ABSTRACT

Marketing campaigns and strategies: We are all constantly exposed to their bombardment in our every day life, but few understand the undergoing revolution this field is experiencing to finally measure, in financial terms, its impact. Gone are the days of the creative marketingand to stay is the era of quantifiable marketing, a new stage in the field that simply wants to measure if the marketing effort has yielded an impact on what really counts: selling more, to more people, more often and at a higher margin. The following paper targets the sponsorship side of the marketing field, whether expos and trade shows, sponsorships of musical events, recreational gatherings, or company driven shows.

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Sports Sponsorship As An International Marketing Communications Tool – A Multiple Case Study Of Finnish Companies

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Research Objectives

Sponsorship as a marketing communications tool increasingly attracts academic interest; however, the international aspect of the practice of sponsorship has not yet been extensively studied. The purpose of this study is to examine how sports sponsorship is utilizable as an instrument of international marketing communications in an effective manner in context of companies’ international operations. The theoretical part of the study aims to isolate the characteristics of effective international sports sponsorship, and on the basis of the theoretical review, a theoretical framework is proposed. In the empirical part, the case companies’ international sponsorship activities are examined and interpretations on the effectiveness of sports sponsorship as a method of international promotion are made resulting in a modified framework.

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Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America

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ABSTRACT

Marketing campaigns and strategies: We are all constantly exposed to their bombardment in our every day life, but few understand the undergoing revolution this field is experiencing to finally measure, in financial terms, its impact. Gone are the days of the creative marketing and to stay is the era of quantifiable marketing, a new stage in the field that simply wants to measure if the marketing effort has yielded an impact on what really counts: selling more, to more people, more often and at a higher margin. The following paper targets the sponsorship side of the marketing field, whether expos and trade shows, sponsorships of musical events, recreational gatherings, or company driven shows. Its objective is clear, in as to show a methodology that achieves a strategy to optimize this investment for consumer companies in Latin America. After a comprehensive market study, that analyzed the current measuring marketing methods in Mexico of over 70 marketing executives that manage over...

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More Effective Sports Sponsorship – Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors

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Abstract

Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of the case study reported here is to explore key dimensions of value creation in sponsorship relationships from the perspective of a sports organization. The case study was constructed on the basis of interviews with an organization in the administrative structure of European football, the Union of European Football Associations (UEFA) and its major international sports event, the European Championships (EURO). Interviews were also conducted with two of its sponsors, and five independent experts. The interviews were conducted beginning in 2003, over the four EURO project life cycles starting in 2000, with a primary focus on the tournaments...

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Sports Marketing & Sponsorship

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The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

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Let’s Take Action on Alcohol Sponsorship

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Let’s Take Action on Alcohol Sponsorship provides a step-by step process for the development of policies that set guidelines for the sponsorship of workplace, school, or community events by the alcohol industry. The guide offers a range of practical tips and suggestions, highlighting many of the challenges and issues that organizations encounter in their efforts to develop and implement alcohol sponsorship policies. Whether you are revising an existing policy or developing one for the first time, this Let’s Take Action guide will be a helpful resource. We recognize that the development of alcohol policies surrounding sponsorship involves a broad range of stakeholder groups. The information provided in Let’s Take Action will be particularly useful to the following individuals.

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