SM%2010_sponsorship

SM%2010_sponsorship - IntroductiontoSport Marketing

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Introduction to Sport  Marketing  Lecture 10: Sport Sponsorship
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Lecture 10. Overview Define the term sport sponsorship. Identify potential sponsorship objectives and associated  market segments. Highlight the key elements of sponsorship targeting. Outline the sections of a sponsorship proposal. Specify how sponsorship may be augmented through  leveraging. Highlight the main principles of sponsorship evaluation. Explain what is meant by ambush marketing. Identify the five main tactics in preventing ambush  marketing.
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Sponsorship and the Sport Marketing Framework 
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What is Sport Sponsorship? Sport sponsorship occurs when a sporting organization,  club, league, venue, cause or athlete is supported by a  separate company (or person).  The recipient of the sponsorship is known as the  sponsorship property  or the  sport property Sponsorship is a business agreement between two  parties. 
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Principle 10.1:  The term sport property refers to the recipient of  the sponsorship. This could be an athlete, team, event, venue,  association, cause or competition. Sponsorships are supposed to benefit both parties: Usually the sport property receives cash, goods, services  or expert advice  The sponsor receives benefits such as promotional rights  and the marketing advantages of being associated with a  particular sport property  Sponsors hope that by investing in a sport property they  will increase consumers’ awareness of their brand, and  consequently build their brand equity. 
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Principle 10.2:  Sport sponsorship is a business agreement  where one organization provides financial or in-kind  assistance to a sport property in exchange for the right to  associate itself with the sport property. The sponsor does this  in order to achieve corporate objectives (such as enhancing  corporate image) or marketing objectives (such as increasing  brand awareness). Consumers generally see advertising as a selfish activity Consumers may even suspect that the company is trying to  pressure and coerce them into buying the product.  This can make consumers sceptical and suspicious about  advertisements, and they may deliberately resist by ignoring or  wilfully disliking the advertised product.  On the other hand, consumers are more likely to think that a  sponsorship has some benefits beyond those for the sponsor. 
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Principle 10.3 : Sport sponsorship generates goodwill amongst  consumers. The amount of goodwill generated can vary  depending on the kind of sport property being sponsored, the  degree of involvement that consumers have with the sport  property, the time at which the sponsor becomes involved, and 
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This note was uploaded on 11/10/2011 for the course MKTG 4870 taught by Professor Deborahlester during the Fall '11 term at Kennesaw.

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SM%2010_sponsorship - IntroductiontoSport Marketing

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