Create Sponsorship Value

1
Create Sponsorship Value

• Chapter 9

2
Sports Marketing Agency Panel

• The following discussion questions are prepared
  for members of a sports marketing agency panel to
  discuss in front of the class.
• Alternately, students could be assigned to
  interview individuals employed at sports
  marketing agencies to determine how they help
  build value for sponsors.

3
Media Strategies

• Panel Members From the sponsors or companies you
  work for, provide examples of media plans that
  incorporate sports marketing sponsorships.
• PowerPoint or other presentations are welcome!

4
Media Valuation

• How important is signage and media exposure to
  sponsors?
• Can you provide examples of some sponsors that
  place more or less value on getting the most
  eyeballs to see recognize the sponsorship?

5
Media Value

• How (often) do sponsors determine the dollar
  value they place on media offered by the
  property?
• Signage
• Print
• media guides
• Programs
• In-game spots
• Promotions
• Sponsored games/events

Program ad
6
Types of program ad spreads
Source TV Guide
7
Hospitality

• How important is the hospitality component to the
  sponsors you work with?
• Why or why not?
• How do they utilize hospitality to reach the
  firms objectives?
• Are you aware of any that attempt to measure the
  ROI on hospitality?
• FYI, UPS calculates the incremental effects of
  the use of hospitality on relationships (viz.,
  sales) with clients.

8
Measuring Value

• For a specific sponsoring company, such as Hilton
  Hotels or other examples provided, what is the
  sponsors objective in terms of the hierarchy of
  effects?

Awareness?Interest?Preference?Liking?Trial?Adoptio
n
9
Measuring awareness recall

• Do any of the sponsors you work with measure
  awareness or recall of the sponsorship?
• If so, do you know how they measure it?

• Unaided Recall
• When you think of companies that provide
  ________ services (products), what is the first
  brand that comes to mind?

10
Measuring Aided Recall
Team sponsors appear in signage and advertising in the stadium and in the teams media. Is this brand a sponsor of this NFL team? Team sponsors appear in signage and advertising in the stadium and in the teams media. Is this brand a sponsor of this NFL team? Team sponsors appear in signage and advertising in the stadium and in the teams media. Is this brand a sponsor of this NFL team?
Brand Not a sponsor Is a sponsor
Budweiser
Heineken
Reebok
Nike
Play-it-Again Sports
Sports Authority
Geico
State Farm
1st Providian Bank
Bank of America
Wells Fargo
Independent Bank
11
Measuring Activation

• How important is activation to the sponsors?
• What steps do they take to make sure the brand is
  activated in the minds of fans?

• Activation
• Is Prominently displayed at the event.
• Provides memorable game day Activities.
• Communicates ways fans can do business with them
• Enlightens and informs fans about their
  products/services.
• Stands out among other sponsors of the property.

12
Steps to Affinity Transfer
Think of the sponsors brands that are clearest
in the minds of fans. What have they done to make
the brand concrete distinct to fans?
Conversely, how have brands failed to stand out
as sponsors?
Affinity Transfer
Commitment to brand leads to purchase.
The concrete and distinct brand image translates
into greater commitment to the brand.
Activation and attribution makes the brand seem
more concrete and distinct in the minds of fans.
Fans attribute benefits they receive from
consuming game media or game attendance to the
sponsor.
Identified fans are exposed to sponsorship
through media and/or attendance.
13
Measuring Affinity Transfer

• Brand commitment (as well as other brand
  attributes) can be compared between those in the
  market who are exposed to the sponsorship those
  who are not.
• Assuming otherwise equal exposure to the brands
  communications, the difference in the level of
  brand commitment between the two groups (e.g.,
  those who attend or watch games vs. non-fans)
  provides the value of the sponsorship.
• Results can be broken down by levels of
  identification/involvement with the team.