chapter 11 - sports marketing

sponsorship

was defined as investing in a sports entity to support overall organizational objectives, marketing goals, and promotional strategies

sponsorship programs

is just one element of the broader promotional strategy

sponsorship objectvies

should be linked to the broader promotional planning process and its objectives

direct sponsorship objectvies

have a short-term impact on consumption behaviour and focus on increasing sales

indirect sponsorship objectvies

are those that ultimately lead to the desired goal of enhancing sales

awareness

or raise levels of awareness of its product and services, product lines, or corporate name

competition

Another primary objectives of sponsorship is to stamp out or meet any competitive threats

ambush marketing

is a planned effort to associate themselves indirectly with an event to gain at least some of the recognition and benefits that are associated with being an official sponsor

reaching new target markets

One of the unique features and benefits of sponsorship as a promotional medium is its ability to reach people who are attracted to sports entities because they share a common interest.

relationship marketing

Building long-term relationships with customers is one of the most important issues for sports marketers in today’s competitive marketing environment

image building

is a two-way street for both the sponsoring organization and sports entity

match-up hypothesis

was described as the more congruent the image of the endorser with the image of the product being promoted, the more effective the message

sales increases

the eventual objective for nearly all organizations involved in sponsorship programs

sponsorship budgeting methods

includes competitive parity, arbitrary allocation, percentage of sales, and objective and task method

sport sponsorship acquisition

a conceptual model of the corporate decision-making process

sponsorship evaluation

The buying center is the group of individuals within the organization responsible for choice

gatekeepers

control the flow of information to the other members of the buying center

influencers

are individual who can impact the decision-making process

decision maker

is the individual within the buying center who has the ultimate responsibility to accept or reject proposals

purchasers

are responsibility for negotiating contracts and formally carrying out the terms of the sponsorship

sports event pyramid

is an excellent first step in reducing the number of sponsorship proposals to a smaller subset

global events

are at the apex of the pyramid, have the broadest coverage and are covered extensively around the world

international events

are the next level in the hierarchy, for any event to be considered international in scope, it might (1) have a high level of interest in a broad geographic region, or 2 be the global in scope but have a lower level of interest in some countries.

national event

extremely high interest levels among consumers in a single country or two countires is catergorized in the Sport Event Pyramid

regional events

have a narrow geographic focus and are also characterized by high interest levels within the region

local events

have the narrowest geographic focus such as a city or community and attract a small segment of consumers that have a high level of interest in the event

athletic platform

for sponsorship as being either the team, the sport, the event, or the athlete