Transcript Chapter 1
Sponsorship Essentials presentation given at the University of Nevada Las Vegas April 6, 2010 by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge Sources of the powerpoint presentation: Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill, 2010 4-1 The Sponsorship Process SPONSORSHIP DEAL Financial or non-financial support SPONSOR organisation, individual ACTIVITY / EVENT PERSON / GROUP Contribution to communication objectives MEDIA SPONSOR TARGET OF ACTIVITY MEDIA 4-2 Key Sponsorship Concepts • Participants – Sponsor – Party Seeking Association (Visa) – Sponsee – Property Owner (e.g. FIFA) Linkages – Self-Evident – adidas products used in event – Strategic – Visa Credit Cards and FIFA have similar target markets • Leveraging – Efforts to Support One’s Sponsorship with Additional Strategic Initiatives (i.e. Event-Oriented Advertising) 4-3 Example of Leveraging 4-4 Venue Naming Rights • Building Sponsorship • Sponsor Pays to Have Its Name Attached to a Facility for A Specified Period of Time • Many Types of Facilities beyond Sports • Percent of Major US Professional Teams Playing in Venues with Corporate Sponsor – 30% in 1997 – 69% in 2007 4-5 Allianz Arena München 4-6 Sponsorship vs. Advertising 2 pictures 4-7 Sponsorship vs. Advertising Which was the name of the sponsor? 4-8 Sponsorship vs. Advertising 2 pictures 4-9 Advertising’s Advantages • Persuasive Message – Words and Images Used to Convey Ideas • Standardization – Everyone Receives an Identical Message • Guaranteed Size of Audience Reached – Circulation; TV Ratings; Radio Ratings 4-10 Sponsorship’s Advantages • • • • Credibility, Emotion Internal Morale Sales Opportunities Overcome Advertising Restrictions – Bans against Tobacco Advertising • Cut Through Advertising Clutter – Not Competing with Broadcast Advertising • Reach Small Segments and Niches – Small Specialized Properties (local festival) 4-11 Worldwide Sponsorship Investments Source: different sources, especially IEG. 43 45 38 40 35 30 30 25 25 19 20 14 15 8,3 10 5 2,5 (in billion USD) 10 5 0 1985 1989 1991 1993 1996 1999 2002 2005 2007 2010 4-12 Sponsorship Spending Worldwide Source: 2007 IEG Sponsorship Report (sample issue), p. 1 and 4. 16 14 12 10 8 billion USD 6 4 2 0 North America Europe Pacific Rim South America Others 4-13 Sponsorship Objectives Brand awareness Corporate awareness Brand image Corporate image Product demonstration Relationship building Sales Personnel motivation 4-14 Sponsorship Components • Category Exclusivity • Signage • Right to Use Event Trademarks and Logos • Distribution Rights • Hospitality Areas • Complimentary Advertising • Free Tickets 4-15 Sponsorship Components (Cont’d) • Right to Purchase Additional Tickets • Link on the Event Web Site • (Sponsorship) Designation • Inclusion in Event Promotions • Access to Property Mailing List / Database • Right of First Refusal 4-16 Which Components Are Most Valuable? 4-17 IMC including sponsorship Advertising Press conference Website Sales promotion Coupon Sweepstakes Push money Sponsorship TV Magazine Newspaper PR 4-18 IMC including sponsorship Sponsorship Advertising PR Sales promotion TV Magazine Newspaper Press conference Website Coupon Sweepstakes Push money Coca Cola: TV ads That feature soccer Press conference at Augusta Master’s GM gives away NFL posters 4-19 Sponsorship Categories (US) Numbers for 2008 • • • • • • Sports (69%) Entertainment, Tours & Attractions (10%) Cause-Related Marketing (9%) The Arts (5%) Festival, Fairs & Annual Events (4.5%) Associations and Membership Orgs (3%) * Rounding creates small statistical error (IEG) 4-20 Sponsorship Categories (Europe) • • • • Sports sponsorship (60-70%) Arts / cultural sponsorship (15-20%) Social sponsorship (10-15%) Environmental sponsorship (< 5%) 4-21