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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...

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.

Sponsorship Strategies that Brands can Leverage

August 5, 2020January 4, 2018 by admin

The vast choice of sponsorships can by tempting for any company, especially if you assess each one in a vacuum. It’s easy for a sponsor to feel like a kid in a candy shop when so many options abound, but the wrong choice can lead to a scattered portfolio. Such an approach can sometimes yield positive results for a sponsor, but a well-structured selection can enhance your performance tenfold. Here we’ve broken down the strategies successfully leveraged by major brands, and drawn a few important conclusions. Here are six sponsorship strategies worth taking note of:

1. Vertical integration

Common in the sporting world, a vertical strategy is used to associate a brand with a specific market. For example, if a company sponsors a professional team within a given sport, it will also partner with a variety of amateur and recreational teams and leagues, or it will sponsor various elements associated with the professional team, such as the league, the stadium, the team and the athletes.

Leveraging Sponsorship: The Activation Ratio

August 5, 2020January 4, 2018 by admin

Abstract

The accelerated growth of sponsorship has brought increased attention and scrutiny to this relatively new area of marketing and communications strategy. In turn, researchers have focused on defining, understanding and measuring the various aspects of sponsorship. However, detailed research related to the ‘how’ of sponsorship implementation remains limited. A key aspect of implementation is known as activation, which refers to the investment by the sponsor above and beyond the fee required to acquire the official rights to that sponsorship. Activation is normally referred to as a ratio of the additional investment to the cost of the rights fees. Previous studies have offered recommended activation ratios ranging from 1:1 to as high as 8:1 in order to fully reap the rewards of sponsorship. This research seeks to enhance our understanding of sponsorship activation via an in-depth case study, a typical method for exploratory research of this nature. Specifically, we ask (i) what drives activation, (ii) what are the best methods of activation, and (iii) how much...

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:

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.