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Sponsorship Source of some s: Prentice Hall – PowerPoint PPT presentation

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Title: Sponsorship

  • Sponsorship

Source of some slides Prentice Hall
  • An investment in cash or kind, in an activity, in
    return for access to the exploitable commercial
    potential associated with that activity.
    (Meenaghan, 1991)
  • A business relationship between a provider of
    funds, resources or services and an individual,
    event or organization which offers in return some
    rights and association that may be used for
    commercial advantage. (Sleight, 1989)

  • Provide financial support for an activity or
    organization so that it can survive
  • Polish the sponsors image in ways that impact
    positively on the bottom line
  • Allow the company to be associated with the
    positive social values reflected by the person,
    activity or organization it sponsors

Primary Communication Objectives
  • Enhancement of corporate image
  • Enhancement of brand image
  • Customer loyalty
  • Media Exposure
  • Hospitality
  • Sales Promotion
  • Staff Motivation
  • Community Relations

Emergence as a global marketing medium
  • Sports and arts -- transcend national and
    cultural barriers.
  • Associate with large consumer economies.
  • Governments policies on tobacco and alcohol
  • Disillusionment with traditional media.
  • Change in perception of sponsorship.

Types of Sponsorships
  • Olympic Games
  • Sports Marketing
  • Broadcast Sponsorship
  • Popular Music
  • Cause Marketing

Sporting Event Sponsorships
  • Improve image of company -- 78
  • Build customer loyalty -- 74
  • Build Brand Awareness -- 78
  • Generate Sales -- 57
  • Add Credibility to Companys Messages
  • Create Higher Levels of Confidence in the
  • Should Be Integrated with Other Elements of
    Communication Strategy

Source Yeshin, T., Integrated Marketing
  • Broadcast sponsorship
  • NRK using to circumvent advertising
  • Not as prevalent in Norway
  • Popular music
  • Leif Vidar and Rolling Stones
  • Fina and Ultima
  • Pepsi and Michael Jackson

Sponsorship of Causes -- key concepts
  • Mission Marketing
  • Green Marketing
  • Issues Management
  • Corporate Responsibility
  • Stakeholders (interessenter)
  • Socially Responsible Capitalism
  • Socially Responsible Investment
  • Caring Capitalism

Two levels
  • A mission or purpose for existing that includes
    more than creating shareholder value and profits.
  • Corporate citizenship -- policy and practice of a
    corporations social involvement over and beyond
    its legal obligations for the benefit of society.

Cause related marketing
  • The process of formulating and implementing
    marketing activities that are characterized by
    contributing a specific amount to a non-profit
    organization that in turn causes customers to
    engage in revenue-providing exchanges.
  • (Mullen, 1997)
  • Linking a worthwhile charitable cause in a market
    to the growth of a business through the fusion of
    marketing, public relations, promotion, and
    special events.
  • (C. Caywood, 1997)

  • Ties a company and its products to a cause
    (Ptacek Salazar, 1997)
  • Dramatic way to build brand equity (Mullen, 1997)
  • Can generate long-term value need for a company
    to survive and achieve competitive advantage
    (Collins, 1993)
  • Results in growing market shares and customer
    loyalty (Stewart, 1998)

  • Can help firms stay in tune with mood of public
    (Duncan Moriarty, 1997)
  • If price and quality are equal, customers likely
    to switch to brand with cause related marketing
    benefit (RS Worldwide, 19931996)
  • Positive effect on reputation through fulfilling
    stakeholders expectations for firms to be
    socially responsible (Fombrun, 1996)

  • Good way to solve social problems (Ptacek
    Salazar, 1997)
  • Consumers have more positive image of firms that
    do something to make the world a better place

Benefits of Cause Marketing
  • Creates more positive corporate culture (today
    every business is a people business)
  • 5-10 response can be extremely profitable -- not
    everyone has to be moved for it to be successful
  • A small added value can differentiate most brands

  • Charitable giving
  • Red Cross, Redd Barna
  • Direct sponsorships
  • The arts, special projects, community
    initiatives, fund raising
  • Issues advocacy
  • Violence, discrimination, children workers,

  • Maxbo Fund
  • Storebrand -- Red Cross
  • Tine -- Litago
  • Farris -- Red Cross
  • Stabekk Fotball -- environment
  • Vålerenga -- Mot Racism
  • McDonalds
  • Canon Norge -- WWF

Organizational Strategy (Mission statement
reflecting corporate position on social
Corporate Social Responsibility
Strategy (Strategy to carry out social
CSR Communication Strategy (Strategy for
communicating organizations position on social
Marketing Communication
Management Communication
Organizational Communication
Key Questions Regarding Sponsorship
  • Is there a fit between the activity and the brand
    or corporate positioning?
  • Is the sponsorship sufficiently distinctive?
  • Are there other sponsors associated with the
  • Does the activity have an existing identity or
    does one need to be created?
  • Can the sponsorship be undermined by competitors,
    for example by buying perimeter boards, signage
    or other activities such as hospitality to
    associate themselves with the event?

Key questions
  • Who are the audiences for the event -- both live
    and in terms of the expected media coverage?
  • What exploitation opportunities exist?
  • Is there synergy with the current advertising
    platform or other marketing communications

Sponsorship Type
Sector DK Ger. NL S. Afr. Swe. Switz. UK USA
Sports 60 56 69 67
58 56 67 Arts 87
15 20 7 17 24
16 6 Brdcst. 13 15
8 7 7 16
20 Others 10 16
17 9 3 8
27 Broadcast not included
Source ESOMAR Newsbrief no. 4, April 1999
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