Title: Sponsorship Essentials
1Sponsorship 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
2The Sponsorship Process
Financial or non-financial support
SPONSORSHIP DEAL
SPONSOR organisation, individual
ACTIVITY / EVENT PERSON / GROUP
Contribution to communication objectives
MEDIA
ACTIVITY
SPONSOR
MEDIA
TARGET OF
3Key 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 Ones Sponsorship with
Additional Strategic Initiatives (i.e.
Event-Oriented Advertising)
4Example of Leveraging
5Venue 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
6Allianz Arena München
7Sponsorship vs. Advertising
2 pictures
8Sponsorship vs. Advertising
Which was the name of the sponsor?
9Sponsorship vs. Advertising
2 pictures
10Advertisings 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
11Sponsorships 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)
12Worldwide Sponsorship InvestmentsSource
different sources, especially IEG.
(in billion USD)
13Sponsorship Spending WorldwideSource 2007 IEG
Sponsorship Report (sample issue), p. 1 and 4.
14Sponsorship Objectives
Corporate awareness
Brand awareness
Corporate image
Brand image
Relation- ship building
Product demonstration
Personnel motivation
Sales
15Sponsorship Components
- Category Exclusivity
- Signage
- Right to Use Event Trademarks and Logos
- Distribution Rights
- Hospitality Areas
- Complimentary Advertising
- Free Tickets
16Sponsorship Components (Contd)
- 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
17Which Components Are Most Valuable?
18IMC including sponsorship
Advertising
PR
Sales promotion
TV Magazine Newspaper
Coupon Sweep-stakes Push money
Press conference Website
Sponsorship
19IMC including sponsorship
Advertising
PR
Sales promotion
TV Magazine Newspaper
Coupon Sweep-stakes Push money
Press conference Website
Press conference at Augusta Masters
Coca Cola TV ads That feature soccer
GM gives away NFL posters
Sponsorship
20Sponsorship 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)
21Sponsorship Categories (Europe)
- Sports sponsorship (60-70)
- Arts / cultural sponsorship (15-20)
- Social sponsorship (10-15)
- Environmental sponsorship (lt 5)