#sportssponsorships

[iismmumbai]

A media manager's job role is intriguing as well as challenging that requires complete dedication and skillful execution.

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[sentivium]

Coinbase has officially partnered with the LA Clippers, marking a significant step in the intersection of sports and cryptocurrency.

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[surveycircle]

Tweeted

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— Daily Research @SurveyCircle (@daily_research) Jan 6, 2023

[zanyartisanlamplight]

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[izzyweber1]

Entry 6

Throughout the semester I learned the importance of sponsorship in relation to the sporting industry and the key aspects of how to market and sell to the right sponsor. The benefits that a sponsor and sponsee receive, tangible and intangible assets, congruence, brand equity, target markets and leverage are just a few things I got to learn about and then put into practice to make my very own sponsorship proposal (Wishart et al., 2017).

For the last assignment we continued to work with our VAFA club the Old Xavierian’s and choose a sponsor we believed they should create a partnership with. I picked PETstock Prahran as my sponsor for the club as I believed that they were a great fit and could both gain huge benefits from. PETstock, which is just a short drive from the home ground of OXFC allowed for me to create a sponsorship proposal that showed that both entities shared the same values and objectives, with local football club being a perfect target market for the business (Keenan, 2019).

Using the asset inventory, we had made for the club previously allowed for us to create a budget with real life costs and values. Creating sponsorship packages that best related to both the club and business with costs and values was very interesting as I had to decide what would best meet the needs and wants of both parties. I think using real life situations and creating the proposal myself made me realise how much I have learnt over the semester and that I could really sell a sponsorship proposal.

Keenan, M. (2019). 12 of the best event sponsorship proposals examples to inspire youth.https://blog.tito.io/posts/event-sponsorship-proposal/

Wishart, T., Lee, S., & Cornwell, T. (2017). Exploring the relationship between sponsorship characteristics and sponsorship asking price. Journal of sport management, 26(4), 335-349.

[reportcrux]

The Sports Sponsorship Market is estimated to grow from USD 52.38 Billion in 2019 to reach USD 81.31 Billion by 2027, at a CAGR of 5.7% during the forecast period from 2020-2027

[sponsorshipsports]

Entry 5:

One of the most successful examples of sponsorship leveraging was in 2013, with the long-standing partnership between KIA cars and the Australian Open. This leveraging tactic provided maximum benefit for both the sponsor and sponsee. Social media was used to engage with the audience in a meaningful way by created an integrated competition involving Channel 7 and Yahoo!7. Through a game called “Kia Big shot” via a mobile app that ran for three weeks before and during the Australian Open. The competition was stricter in a manner that hooked those to return to the game on a daily basis to win.

The major prizes included three Kia Cars. It enabled those with the application to compete with friends via facebook, with the more they played the more entries they accumulated to win the grand prizes. The game was designed for people to share their scores via social media with the competition, KIA, the Australian open and all other partners extending their reach far beyond immediate channels. The game in the lead up to and whilst the tennis was being broadcast, was promoted on air via the Seven Network and at screening venues such as Federation Square.

This is an examples of an exceptional leveraging idea/initiative that sparked brand awareness across a series of unconventional platforms. As a result Kia experienced incredible social media activity that included more than 28 million Kia related impressions across all social media channels, more than 12 million impressions on their hashtag #kiaAO and 6000 new facebook ‘likes’ on the official KIA motors page (Adams, 2013). The image below shows how the successful competition was designed. 

According to Donlan & Crowther (2014), “The privileged access to consumers afforded through sponsorship allows sponsors to manufacture opportunities to create intimacy with customers through sponsorship-linked events in relaxed, comfortable environments”. Co-activation can involve both parties being satisfied and ultimately for consumers to relate both parties to one another.

References: 

Adams, C, 2013, Case Study: KIA at the Australian Open: Taking sponsorship beyond the traditional, viewed 5th November, 2020, https://www.marketingmag.com.au/hubs-c/40825/

Donlan, L, Crowther, P, 2014, Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study, Journal of Marketing Communications vol.20, iss.4, p.p 294-301, viewed 5th November, 2020, https://www.tandfonline.com/doi/abs/10.1080/13527266.2012.684068?scroll=top&needAccess=true&journalCode=rjmc20

[naharmagra]

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[aidenzec99]

Entry 7: Reflection

At the end of this subject, I can look back knowing that I’m confident in saying, that this subject has changed how I look at the sports and sports partners. I am now able to understand the importance that these partnerships hold in the industry that I hope to work in. There are aspects that I have learnt that I had a base understand of yet didn’t poses knowledge to understand in greater depth. Before this subject, I knew that marketing and selling were two different components in the industry, however, was never able to learn in depth the difference between the two strategies.

My experience with my VAFA group and club had been a huge learning experience for me. Our group concluded our Asset inventory a day later, with an extended deadline due to in group issues. However, after finishing the final group assessment, our group somewhat dissolved. I felt that this solo presentation would be an entirely different assessment than to what we’ve faced before. I found that a greatly beneficial change for be came from staying at home to complete this document, where as previous VAFA assessments were completed with group members at Holmesglen, I felt more comfortable and confident doing my work in my own comfortable environment.

My experience presenting was very different to our previous times we would present our VAFA documents. I enjoyed the fact we were presenting to half the class and presenting second. I did feel a lot more confident seeing mainly peers, and only our VAFA representative. Doing a solo presentation is a lot less daunting than a group presentation, as your individual work is all you cover. I felt that I benefited from the solo structure, as I was able to find rhythm in presenting. I had all the opportunity to speak, as opposed to group assessments which are timed out. I believe my group performed strongly, presenting 3 very strong proposals. I’m over the moon to be finished and finish this portfolio.

[zjennings91]

Entry 5 - Congruence

‘Experimental studies on sponsorship effects show that congruence (i.e. fit) between sponsor and sponsored event are critical for image transfer,’ (Woisetschlager & Michaelis 2012). Both sponsors and sponsored organisations are looking to transition away from just generating brand awareness and financial gain, they are wanting to create partnerships where the parties share values and purposes (Handley 2017). This places an extreme importance on congruence when choosing potential sponsors and organisations to sponsor.

There are two types of associations that determine whether sponsorship partners will be congruent:

                                             Function (cognitive)

                                                Image (affection)

Function can be in two forms. Direct and indirect. Direct functional congruence is where the sponsors product or service is in which the organisation can use for its primary function i.e. the sports product. This can include sports equipment and kit manufacturers.

Indirect functional congruence is not essential to the sports product, however, has a logical fit with overall experience. An official alcohol sponsor while not necessary to the sporting contest is a product that is sought by certain spectators to add to their experience.

Image congruence is where a large stakeholder group of the sporting organisation (i.e supporters) see a natural fit between the sponsor and sports organisation. This could be based on aspects such as geographical location.

An example of a sponsor who holds both functional and image congruency is Oregon University and Nike. Nike is the official on-field apparel sponsor of the Oregon Ducks and was founded and is still based in Beaverton, Oregon. This is a sponsorship that has great congruency and therefore great image transfer for Nike.

Incongruent sponsorship is the exact opposite. There is no obvious or underlying link between sponsor and organisation other than financial gain and an attempt to assimilate. McDonald’s sponsoring the Olympic Games was one example of incongruent sponsorship that has attracted an amount of criticism for the level of incongruence between the two parties values.

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Woisetschlager, DM & Michaelis, M 2012, ‘Sponsorship congruence and brand image’, European Journal of Marketing, vol. 46, no. 3-4, pp. 509-523, viewed 31 October 2019, ProQuest

Handley, L 2017, Sports sponsorship: What does a business get from its partnership with a major English Premier League soccer team?, viewed 1 November 2019, https://www.cnbc.com/2017/05/05/what-does-a-business-get-from-sponsoring-a-premier-league-soccer-team.html

[izzyweber1]

Entry 5

Leverage is everything that a sponsor ensures with a sponsorship to achieve marketing and business goals in a broad sense. Sponsorship operates as an incentive creating plans in every marketing channel more relevant and effective as sponsorship has a very broad range of leverage options (Power Sponsorship, 2021). A key aspect of implementation is also known as activation, which is the investment put in by the sponsor to acquire more consumers. Activation is commonly referred to as a ratio of the additional investment to the cost of the sponsorship fees.

Sponsorship occurs throughout four stages, foundation, realisation and co-activation, it is evident that these stages take action in sport organisations (O’Reilly et al., 2013). These are used to evaluate a sponsorships effectiveness, with the two major aspects being exposure and awareness. Co-activation is very close to leverage and the broad net that it casts but can be narrowed into activities done on site or even as social media activations.

Examples of leverage and co-activation are plastered all over the sporting landscape. As sport fans comprise one of the most passionate and loyal demographics in the world, it is a no brainer that top brands are always bringing things to the table in their sport sponsorship activations. One example is Budweiser being the global sponsor of the FIFA world cup, with a result of leverage and a co-activation being a 750 person Budweiser live World Cup Final viewing event in Manhattan, that featured soccer influencers and athletes.

Power Sponsorship. (2021). Sponsorship leverage vs activation: the difference and why it matters. https://powersponsorship.com/sponsorship-leverage-vs-activation-the-difference-and-why-it-matters/

O’Reilly, N., & Lafrance, H. (2013). Leveraging sponsorship: The activation ratio. Sport management review, 16(4), 424-437.

[brandimrush]

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[sponsorshipsports]

Entry 4:

Congruence is defined as “the extent to which a brand association shares content and meaning with another brand association” (Crompton, 2014). 

A prime example of an incongruent fit to a sporting organisation is the partnership between Neds betting agency and the Brisbane Lions football club. According to the Australian Gambling Research Centre, around 23% of regular sports betters equivalent to 134,000 adults had moderate to severe gambling problems (2017). As seen in the definition, the basis of congruency lies within sharing brand associations, content and overall similarity in fit. 

Although Neds was a significant financial boost to the Brisbane Lions when they desperately needed a financial backer at the beginning of the 2019 season. Although, the sponsorship was extended for a further two years after just three months (Fielding, 2019). This hit a raw nerve with many associated with the club due to the lack so sensitivity and ultimately the lack of appropriate congruency.  

At the current time, player Allen Christensen had made it public that he was suffering from problem gambling, further compounding the disappointment in the partnership. This ultimately was a translation of negative values and association that was passed on to the Brisbane Lions. 

Significant marketing efforts need to be employed to explain the linked relationship between the sponsor and sponsee and to resolve incongruity and image. This wasn’t done properly by the Brisbane Lions. 

An example of a strong congruent relationship is between Wilson tennis balls and the Australian Open. Clearly, both share a clear connection and meaning with one another and for consumers specifically displays a congruence in their main purpose. 

Due to a saturated market that are selling the same product, Wilson have a clear business advantage by partnering with the Australian Open and labelling themselves as the ‘official sponsor’ of the globally televised event. 

Once the partnership was announced it was reported that both organisations “were aiming to up a range of year round global marketing and merchandising opportunities particularly in the neighbouring Asia / Pacific region where both Wilson Sporting Goods and the Australian Open are looking to increase their brand awareness (Hartford, 2005). 

References: 

Hartford, J, 2005, Wilson Named Official Ball for Australian Open, viewed 5th October, 2020, https://sgbonline.com/wilson-named-official-ball-for-australian-open/

Cropmton, J.L, 2014, Sponsorship for Sport Managers, Fitness Information Technology, p.p 201-208 

Armstong A, Carroll, M, 2017, Sports betting in Australia, viewed 5th October, 2020, https://aifs.gov.au/agrc/publications/sports-betting-australia

Fielding, J, 2019, Neds extend with the Lions, viewed 5th October, 2020, https://www.lions.com.au/news/241080/neds-extend-with-the-lions

[aidenzec99]

Entry 6: Leveraging and Co-ac

Leveraging and co-activation are the key components of putting together a successful partnership between a business and a sports entity. When taking part in co-activation, both parties ensure that all aspects of the deal has been covered, as they look to assess any possible issues, before confirmation on a renewal for the partnership.  Potentially this could always go the other way, and the business or sports partner may decide to leave the partnership. This displays how crucial the final stage of the sponsorship process is, as it’s the make or break for completing the deal.

Leveraging is crucial to a partnership, as it’s a direct display of commitment you hold with your partner. Sports sponsorship was fairly simple before the digital age hit Australia, as AFL team’s sponsors would not expect as large of an investment to be held to a great esteem. Now, as sport becomes more of a business than ever before, sporting franchises are looking to make the most out of their partners, by leveraging them to show that the sporting entity values the partnership, in order to obtain the most profit possible. Leverage can work through many different sporting codes, from football to NASCAR.

In the EPL, Liverpool were the first English team to include front of jumper sponsors in 1979, reaching an agreement with Hitachi. Since then Liverpool have had the longest running deal in English topflight history, partnering with Carlsberg from 1992 to 2010 (LFC, 2019). Liverpool has a history of leveraging their singular main sponsor to be the utmost important, instead of managing a group partner. The opposite to this leveraging is what takes place in NASCAR, as cars are covered in partners logos. NASCAR look for as many partners as possible and keep all opportunities for sponsorship placement fairly equal to potential partners (Scott Allen, 2010). This highlights different pathways possible in order to elevate partners. 

Scott Allen, 2010, Moving Billboards: A Brief History of NASCAR Advertising, https://www.mentalfloss.com/article/24896/moving-billboards-brief-history-nascar-advertising%C2%A8, viewed 3rd November 2019

LFC, 2019, LFC extends record-breaking partnership with Carlsberg, https://www.liverpoolfc.com/news/announcements/351184-lfc-extends-record-breaking-partnership-with-carlsberg, viewed 3rd November 2019.

[zjennings91]

Entry 3 - Tangible & Intangible Assets

As sports organisations seeking sponsorship generally outweighs the number of properties wanting to sponsor, the sports organisation is usually the one to initiate interest in a partnership.

To be able to do this, sporting organisations need something to show prospective sponsors to entice them to commit. This comes in the form of an asset inventory. Baylis (2019) states ‘You simply cannot sell sponsorship if you don’t have an inventory. You can’t build an inventory unless you have identified your sponsorship properties.’

Asset inventories contain two types of assets, tangible and intangible.

Tangible assets are assets that have a physical form, objects you can see and feel such as playing kits, stadiums, equipment and signage (Shou & Liu 2015). Tangible assets can be valued monetarily.

‘Intangible assets refers to resources that play a part in production and operation, bring economic benefits, and controlled by a specific body, without physical form,’ (Shou & Liu 2015). This includes features such as brand equity, databases and naming rights. Unlike tangible assets, it is hard to put a monetary value on intangible assets.

Along with identifying what types of assets a sporting organisation has, the inventory must also explain why the asset would be beneficial for the sponsor by highlighting the assets, feature, function and benefit. Essentially, these are what the potential sponsorship is being sold on, as they describe why a certain asset is valuable.

The asset inventory must be extensive and in-depth. If the inventory fails to be, it will cause a flow-on effect in other stages of the sponsorship framework as this is a key pillar in the foundation stage.

Caulfield Grammarians Football Club’s sponsorship packages are quite solid. The club has identified numerous assets (both tangible and intangible) and sells four different packages.

However, there is room for improvement.

CGFC’s sponsorship packages lack flexibility, fail to show any monetary costings or valuations regarding its assets and could be a little bit dated.

With a little bit of polish, I believe CGFC’s sponsorship packages will be some of the most valuable in grassroots football

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Baylis, C 2019, Sponsorship inventory and asset development essentials, viewed 11 September 2019, https://sponsorshipcollective.com/sponsorship-inventory-asset-development-essentials

Shou, Z & Liu, P 2015, ‘Development and Utilization of Sports Intangible Assets in China under Sustainable Development Perspective’, The Open Cybernetics & Systemics Journal, vol. 9, no.1, pp. 3018-3023, viewed 11 September 2019, https://pdfs.semanticscholar.org/5a21/89406fa9bc8445ab40048d9912eaba1f1003.pdf