Sports Sponsorship: Towards Win Win Solutions

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Sports Sponsorship Towards Win / Win Solutions

• Simon Shibli

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The Essence of Sponsorship

• Commercial sponsorship can be defined as
• an investment, in cash or in kind, in an
  activity, in return for access to the exploitable
  commercial potential associated with that
  activity.

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Sponsorship v Philanthropy

• Leverage

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Examples of Successful Leverage

• www.snooker888.com

http//www.synergy-sponsorship.com
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Sponsorship can impact positively on

• Brand awareness
• Brand associations, especially where good 'fit'
• Perceived quality ratings of sponsoring brands
• Brand loyalty
• All aspects of brand equity where the sponsorship
  allows for product trial / sampling

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Working With Sport NI? Milk Cup
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Working With Sport NI? T20
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Working with the public sector

• Strategic Added Value
• Activity that is consistent with organisational
  objectives
• Activity that leads to increased partnership
• Activity that improves intelligence, influence
  and raises awareness

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• Simon Shibli
• Sport Industry Research Centre
• Sheffield Hallam University
• Collegiate Crescent Campus
• Sheffield
• S10 2BP
• Tel [phone]
• s.shibli_at_shu.ac.uk