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Sponsorship is the provision of resources (e.g., money, people, equipment) by

OVERVIEW OF SPORTS SPONSORSHIP

 

Sponsorship marketing is typically done for promotional purposes, to generate publicity, or to obtain access to a wider audience than your budget can afford. Although you may think of corporate sponsorship's as in-kind donations, that's no longer the case. It is a booming over $700 billion dollar industry.

Sponsorship marketing is done financially or through the provision of products or services to support an event, activity, person, or organization where two or more parties benefit from the arrangement. The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them.

Sporting events as a marketing tool are extremely popular because they appeal to a mass audience. The Super Bowl is a prime example of this. In today’s overly fragmented media world, where one-on-one marketing is increasingly common, where else can an advertiser plunk down $2.1 million and buy such a massive, diverse audience. Advertising opportunities like this are few. Furthermore, there is the added benefit of fan loyalty. Sell-out crowds swarm stadiums and arenas in Ann Arbor, Green Bay, Lawrence, Denver, Lexington, Chicago, Lincoln, Buffalo, and Knoxville to root for the home team. There are so many sporting events that cable channels such as ESPN, ESPN2, and Fox Sports have popped up on already crowded cable services to serve rabid fans who want even more sports, 24 hours a day.

It is easy to understand why sport sponsorship is such an attractive alternative communication tool for corporations. In 1984, when sports sponsorship seemed to explode during the Los Angeles Olympic Games, major brands were already shifting above-the-line expenditures (main media advertising) to below-the-line promotions. Brand proliferation and main media audience fragmentation created too much clutter on the shelves, not to mention too much advertising clutter. At this time, brands searched for ways to stand out among the competitive pack and become the MVP of a category. Previous research has shown that by aligning a brand image with a sports image, the overall brand is enhanced. Furthermore, major sports, both professional and amateur, receive extensive media coverage through radio, TV, newspapers, and magazines. This allows brand marketers such as Nike and Reebok the opportunity to stretch general advertising dollars by having their logos on the athletes’ clothing, thus securing coveted media exposure that they do not actually have to buy.

The growth and objectives of sports sponsorship is well documented (Pope & Talbot Inc. 2007; Wilson,1998). Therefore, it is not necessary, at least for this discussion, to reproduce this overview. What is important, however, is to include a working definition of sports sponsorship and an overview of the two brands under investigation. For this study, at least, Pope & Talbot Inc. (2007) has provided the most useful definition of sports sponsorship:

Sponsorship is the provision of resources (e.g., money, people, equipment) by


Date: 2015-12-17; view: 689


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