Sponsorship Essentials

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Sponsorship 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
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The 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
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Key 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)

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Example of Leveraging
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Venue 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

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Allianz Arena München
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Sponsorship vs. Advertising
2 pictures
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Sponsorship vs. Advertising
Which was the name of the sponsor?
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Sponsorship vs. Advertising
2 pictures
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Advertisings 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

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Sponsorships 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)

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Worldwide Sponsorship InvestmentsSource
different sources, especially IEG.
(in billion USD)
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Sponsorship Spending WorldwideSource 2007 IEG
Sponsorship Report (sample issue), p. 1 and 4.
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Sponsorship Objectives
Corporate awareness
Brand awareness
Corporate image
Brand image
Relation- ship building
Product demonstration
Personnel motivation
Sales
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Sponsorship Components

• Category Exclusivity
• Signage
• Right to Use Event Trademarks and Logos
• Distribution Rights
• Hospitality Areas
• Complimentary Advertising
• Free Tickets

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Sponsorship 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

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Which Components Are Most Valuable?
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IMC including sponsorship
Advertising
PR
Sales promotion
TV Magazine Newspaper
Coupon Sweep-stakes Push money
Press conference Website
Sponsorship
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IMC 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
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Sponsorship 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)

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Sponsorship Categories (Europe)

• Sports sponsorship (60-70)
• Arts / cultural sponsorship (15-20)
• Social sponsorship (10-15)
• Environmental sponsorship (lt 5)