Sports Sponsorship

This paper represents a response to calls for empirical studies into the role of sponsorship in the communication mix. A mail questionnaire was used to assess the extent to which UK build- ing societies were involved in sponsorship activities, particularly sport. Key issues such as the generation of quantifiable objectives, measurement of effectiveness and integration with other elements of the marketing mix were explored. While tlfere were some exceptions the general impression was that a lack of systematic analysis plan- , ning, implementation and evaluation, led to many initiatives failing to achieve their potential.     

Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects

A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of sponsorship effects. Highlighting a sequence of antecedents, mediators, and consequences for sponsorship, we also detail the prevailing input, output, and process factors identified in past sponsorship research. Finally, based on our analysis, we derive key summary insights and provide a roadmap for future research.     

Ethical Aspects of Sponsorship

The paper regards sponsorship as an agreement, in which the sponsor undertakes an action with economic nature for the sake of a sponsored subject. Typical cases related to unethical conduct of sponsors and subjects are described, as well as some social contexts of sponsorship and its influence on the public opinion.     

The Effectiveness of Sponsorship

Abstract

This paper studies the effectiveness of sponsorship from a theoretical standpoint, on the methodological bases of the conceptual considerations underlying sponsorship, and of published empirical studies. Finally, a hierarchical model for evaluation of the effectiveness of sponsorship is proposed, based on the distinction between direct, indirect and derived effectiveness integrating five criteria which enable the analysis of the effectiveness of sponsorship at different levels of exchange.     

Sponsorship Management and Evaluation

Although sponsors of sporting and cultural events varied according to the objectives they set, they demonstrated a good ability to co-ordinate various promotional activities designed to achieve these objectives. However, while most evaluate their spon- sorship effectiveness, many rely on informal measures and assume benefits for which they have no independent corroboration. We con- clude that more objective methods could augment these measures and make specific recommendations.     

Corporate Objectives in Sports Sponsorship

This article considers corporate objectives in sports sponsorship. The important question is to determine why companies sponsor sport when there are other promotion techniques available to them. Reasons for sponsoring sport in the first place are discussed, as well as broad corporate objectives in becoming involved in sponsorships. This study involved a sample of 45 sponsors who received media exposure in South Africa between November 1984 and March 1985. Results show that the most important reasons for sponsoring sport include potential TV coverage, promoting the corporate image and the potential of spectators as customers. Anonymous sponsorship, even philanthropic, is rare.     

Conceptual Foundations of Sponsorship Research

This study maps the semantic evolution of sponsorship research to develop a richer understanding of how the field has evolved. Using Leximancer text-analytics software, we conduct a content analysis of 841 sponsorship article abstracts from over 150 scholarly journals (1980–2012). We map the semantic evolution of the sponsorship concept and formulate a new definition of sponsorship research. Four foundational pillars of sponsorship research are identified: (1) intellectual, (2) strategic, (3) behavioral, and (4) relational. Sponsorship research is theorized to involve the investigation of the delivery of value to companies arising from the strategic implementation of their sponsorship marketing objectives.     

Small Business and Sport Sponsorship

This exploratory study examines 18 small organisations who engaged in the sponsorship of local sport, rugby league teams, in Australia. The literature sponsorship is applied to local activities and small business, thus filling a gap in the literature. The study examined seven main areas: (1) Responsibility for sponsorship arrangement; (2) Firms objectives for choosing sponsorship; (3) Types of other spon- sorship activities; (4) Perceived sponsorship effectiveness; (5) Sponsor- ship and the promotional mix; (6) Sponsorship entitlements; and (7) Demographic questions about the organisation. Similarities and differ- ences to results of earlier literature in this area are discussed. Directions for hture research are also explored.     

Sponsorship Works Differently from Advertising

Commercial sponsorship has become increasingly common in recent years. This paper discusses the nature of sponsorship and, in particular, compares it with mainstream advertising. It argues that, despite superficial similarities between the two, crucial differences also exist. The implications of these differences are discussed both in general terms and in relation to the specific problems of evaluating the effectiveness of sponsorship. In doing this, original case history material is used to illustrate the points made.     

Business Sponsorship in British Schools

Is it ethical for a school to accept sponsorship from business, and if so under what conditions? Indeed, given the poor provision of many UK local schools for their pupils is it ethical to refuse business sponsorship? Where does responsibility lie? “To attract and persuade is not an appropriate behaviour in dealing with inexperienced parties.” The author completed her MBA at London Business School in July 1997 and is currently setting up a new family business, The Organic Food Company Ltd.     

赞助提升品牌资产

赞助作为一种信息沟通方式对提高品牌知名度和品牌形象具有明显的作用,企业应该把商业赞助作为获得独特竞争力的资源,并对此进行合理的开发和利用,从而提升品牌资产。     

The Role of Sponsorship for Marketing

Is it possible that the anti-heroin campaign is fuelling rather than containing the incidence of heroin trial?     

Sponsorship portfolio as a brand-image creation strategy

The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor-property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association may depend on the perceived fit between sponsorships. Building on theories of social cognition and categorization, this research proposes two dimensions of fit: sponsorship category relatedness and event personality fit. Two experiments show that categorical relatedness between sponsorships not only leads to the creation of a unified brand personality for the sponsor, but also enhances brand meaning consistency and clarity. Central category-related traits cue a category membership framework that integrates sponsorships in the portfolio. Under conditions of category ambiguity, the impact of event personality fit emerges. Interestingly, the findings suggest that sponsored properties having a “spiky” brand personality (having both high and low performance on dimensions) may communicate most clearly in a portfolio.     

A Model for Screening Sport Sponsorship Opportunities

The prolific submission rate of sport sponsorship pro- posals to corporate marketing decision-makers warrants the avail- ability 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 contem- porary sport sponsorship evaluation criteria with distinctive weight- ing 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.     

Emerging Strategies for Sponsorship on the Internet

Internet sponsorship is a rapidly evolving communications platform at a fledgling stage for sponsorship-linked marketing. The complex and involving nature of the phenomena offers new research opportunities and the potential for innovative marketing strategies. The Internet presents the opportunity to combine aspects of traditional event/activity sponsorship and media sponsorship innovatively and to extend marketing strategy in new directions. This paper presents an overview of emerging Internet sponsorships strategies, and explores sponsorship extension strategies that relate to media, brand, channel development, consumer experience, and networking. Exploratory case studies confirm and extend the initial strategy discussion. Finally, future directions for researchers and practitioners are suggested.     

2008 Olympic Games Sponsorship Boosted in Chitec

With the coming of the 2008, Olympic Games are becoming a main subject of Beijing＇s city life in every aspect. To encourage more and more social support, Beijing Authorities introduced the recruitment of the sponsorship in the 9th China Beijing International High-tech Expo （Chitec）.     

Make Corporate Sponsorship More Effective with Promotional Support

Corporate sponsorship of sporting events and the arts is growing by leaps and bounds. One popular sporting competition that is underwritten largely by support from business is the U. S. Olympic Festival, which is held in non-Olympic years. This article elaborates on how many of the corporate patrons of the 1990 Festi- val integrated their sponsorships into a total communications pro- gram that included advertising and sales promotions.