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Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships

August 8, 2020June 24, 2019 by admin

To determine how integrated TV advertising and event sponsorship should be evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports of more than 50 authors was validated by 16 experts. To investigate how evaluation was managed in practice, 12 campaigns which had sponsored a televised event and placed advertisements during the broadcast of this event were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. The study identified the keytechniques that lead to increased corporate sales four objectivesand necessary performance measures, which could be useful to all executives promoting brands through televised sport.

INTRODUCTION

Mansourpour (2007) points out “Sports sponsorship is a tool used increasingly by corporations to generate awareness, alter attitudes and attempt to influence consumer behaviour patterns. It is able to cut through clutter effectively, target specific consumer segments, and to generate beneficial...

DON PRUDHOMME RACING, INC., Plaintiff and Respondent, v. WYNN OIL COMPANY, Defendant and Appellant

August 7, 2020April 1, 2018 by admin

Car racing company sued oil company for breach of contract after oil company terminated its sponsorship agreement with racing company. The Superior Court of San Diego County, No. GIN003370, Richard G. Cline, J., entered judgment for racing company, and oil company appealed. The Court of Appeal, Appellate Division, O'Rourke, J., held that: (1) oil company could raise for the first time on appeal argument that parol evidence was inconsistent with the terms of the integrated sponsorship agreement; (2) sponsorship agreement was only partially integrated with respect to personal appearance provision; and (3) extrinsic evidence of custom and usage was admissible

Alcohol Brand Sponsorship Repor.t: Identified Alcohol Brand Sponsorships – U.S., 2010-2013

August 7, 2020March 26, 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.

Who Sponsors Whom and Why? An Empirical Investigation of Sports Sponsorships

August 7, 2020March 26, 2018 by admin

Abstract

This paper applies a two-sided matching model to investigate the formations of sports sponsorships using a dataset containing the shirt sponsorships from 43 English football clubs during the period from 1990 to 2010. We find that sponsorships become less valuable as the distance between the club and the sponsor’s head office grows and that better-performing clubs can attract more distant sponsors. In addition, there is an assortative matching between a club’s attendance and a sponsor’s revenue. Based on the estimates from the two-sided matching model, we simulate the counterfactual matching outcomes if sponsorships on alcohol and gambling are banned. Our estimates suggest that such bans will not have the biggest impact on the (relatively successful) clubs that currently have alcohol and gambling sponsors. Instead, it is clubs with low attendance and clubs in low income, less populated areas will be most affected.

Sports Sponsorship Effectiveness

August 7, 2020March 17, 2018 by admin

1.1 Introducing the Sponsorship Market

Over the last decades sponsorship has evolved from a merely philanthropic activity to a popular marketing vehicle and consequently budgets have been rising (Nufer & Bühler, 2010). In the current sponsorship market million-dollar contracts are the rule rather than the exception. The majority of sponsorship investments is in the area of sports, such that sponsorship and media rights are the “main engines” of growth and professionalism in the global sports market (PricewaterhouseCoopers, 2011, p.4). In particular PricewaterhouseCoopers (PwC) projects a worldwide increase in spending on sports sponsorship to $45.3 billion in 2015 (PricewaterhouseCoopers, 2011). Sponsorship managers recognize the commercial value of associating their business with a well-known and beloved property. They hope to achieve a multitude of objectives, including brand equity and customer relations goals, through sponsorship. Yet in the current difficult economic situation,

Improving Sponsorship Value of Sports Property

August 6, 2020March 16, 2018 by admin

1. Introduction

1.1.Background

Sponsorship has gained an important role in the marketing strategy within last decades (e.g. Cornwell & Maignan, Walliser 2003) while the traditional methods of advertising have lost some of the effect due to over-flow in the media mainstream. Consumers start understanding their power and expect respect for the individual and look for products and companies that share their values. Sports sponsorship is way to share interest with customer by supporting the same team or sports type. It is easier to create basis for dialogue around common interests. IEG Sponsorship Report which has conducted primary report on annual sponsorship spending estimates global sponsorship expenditures to 46.3 billion USD in 2011, with North American companies accounting for 18.2 billion USD. Europe is second biggest sponsorship market followed by Asia Pacific region. Central and South America is the fastest growing sponsorship region not the least because of the FIFA World Cup and Summer Olympic Games in 2014 and 2016 respectively.

Gambling On Sport Sponsorship: A Conceptual Framework For Research And Regulatory Review

August 6, 2020March 14, 2018 by admin

Abstract

Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a ‘healthy’ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of ‘unhealthy products’

Sponsorship as a Form of Fundraising in the Arts: A Bilateral Perspective Involving Relationship Marketing

August 6, 2020March 10, 2018 by admin

An understanding of the workings, management and implications of sponsorship relationships, are becoming increasingly important to all arts administrators, in times of dwindling government assistance,and keener competition for audiences. Sponsorship research suffers from a lack of a suitable theoretical underpinning to assist operators in its understanding. This paper examines sponsorship in the context of relationship marketing and network theory. It concludes with case studies of two Australian theatre companies, illustrating application to relationship marketing principles.

Identifying A Sponsor’s Impact on Total Returns Performance Attribution for the Total Portfolio

August 6, 2020March 10, 2018 by admin

Introduction

Performance attribution is a well-recognized quantitative approach to identifying the outcome of investment decisions. Sponsors of pensions, endowments, and foundations view performance attribution as an important tool in their investment manager due diligence process.

However, an investment manager’s decisions are nly part of a plan’s success; the sponsor’s own decisions also weigh heavily, but very few sponsors are able apply performance attribution to their own decisions. Also known as macro or balanced attribution, total portfolio attribution enables sponsors to:

Identify the performance attributable to the strategic asset allocation policy

Examine the outcome of deliberate deviations from policy weights

Measure manager-picking skill in aggregate, or by asset class or investment style

This paper will discuss the methodology for conducting total portfolio attribution and outline seven critical challenges sponsors must consider when evaluating their options.

Measuring High Performance Sponsorship Programs

August 6, 2020March 10, 2018 by admin

Sponsorship has evolved a great deal since the time not that long ago when the phrase “sponsorship can’t be measured” was an accepted “fact.” As all aspects of the industry have become more sophisticated, and the dollar value and prominence of sponsorship have grown, accountability has become a vital skill for today’s sponsorship marketers.

However, much of what passes for sponsorship measurement misses the mark. The general mentality has been to transfer advertising metrics and processes to sponsorship without considering the differences between sponsorship and advertising or the inherent flaws in the way advertising itself is measured.

The fundamental issue for today’s sponsorship professional is the lack of a standard measure. That is a fact. But that marks the beginning, rather than the end, to the measurement discussion. Just as your business and brands are unique, so are your sponsorship's. The bottom line is: to measure the effectiveness of your investments in fees as well as activation sponsors must develop a customized approach.

A Resource-Based View Of Sponsorship Management And Implemetation – Resource Identification And Categorisation.

August 6, 2020March 10, 2018 by admin

Introduction

An important debate in the sponsorship literature is whether sponsorship can become a source of competitive advantage. Such discussion has surfaced because of the increasingly large sums invested in the medium, and because it is increasingly being used in a strategic context, in some instances as the foundation of brand and corporate positioning strategies (Cornwell 1995). Proponents who believe it can often cite examples of successful collaborative sponsorship's, such as Nike’s association with Michael Jordan, where it is apparent that the company leveraged Jordan both extensively and effectively in its marketing efforts and, as a consequence, realized significant growth in its market-share (Hirons 1997). However, it is equally possible to find companies that, despite effective sponsorship investments, saw their profitability and market share erode, as was the case for Credit Lyonnais. The reasoning behind such success and failure has been discussed in recent work by Amis, Pant and Slack (1997) and Amis, Slack and Berret

Best Practices for Negotiating Naming Rights and Sponsorship Deals

August 5, 2020March 4, 2018 by admin

Naming rights and sponsorship deals are, of course nothing new, but never before have we seen such a proliferation in the number and permutations of such deals as there have been in recent years. For the most part, such arrangements have been success stories, mutually beneficial for teams and corporate sponsors; however, some vital lessons have emerged for negotiating and. structuring such arrangements.

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.