Sponsorship in Marketing

Author: T. Bettina Cornwell
Publisher: Routledge
ISBN: 1317810430
Format: PDF, ePub, Docs
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Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Sports Sponsorship and Marketing Communications

Author: Wim Lagae
Publisher: Pearson Education
ISBN: 9780273687061
Format: PDF, ePub, Mobi
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Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives. This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship. This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.

Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities

Author: Lea Horn
Publisher: GRIN Verlag
ISBN: 3668605424
Format: PDF, Kindle
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Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Edinburgh Napier University, language: English, abstract: Recent trends in the charity sector predict a challenging future in terms of procuring funding, as the Scottish Government is likely to decrease funds allocated to the third sector. In this context, this study aims to critically evaluate the potential of sponsorship as a marketing communications method for Scottish charities with focus on charities as the sponsoring entity. The author considers this assessment important, as it possibly holds the potential to generate sustainable government-independent funding through increased brand and cause awareness. The study is supported by a qualitative mono-method inductive research approach consisting of seven individual face-to-face interviews with a panel of experts from the corporate and charity marketing industries. Comparing marketing communications theory, sponsorship theory in particular as well as third sector theory with the research findings, this research project arrives at outlining possibilities for the development of starting points to develop fund-procuring methods with the means of sponsorship or adapted forms of it. One can record the following assumptions in regard to the feasibility of an implementation of sponsorship into charity marketing communications: Sponsorship provides significant benefits in terms of brand enhancement and identification, which would allow for a more targeted communication of the cause. Sponsorship can be deemed effective; yet, there is no predictability in measurement, which decreases its full applicability. Despite its favourable benefits, sponsorship is not viewed as viable for a use in the charity context due to a moral dilemma in justifying its cost. However, alterations or particular sections of sponsorship might be imaginable. Nonetheless, the study is underpinned by limitations like the small sample size and restricted locational aspects surrounding the sampling, which, however, offer great potential for future research in this field.

Improving the Performance of Sponsorship

Author: Ardi Kolah
Publisher: Routledge
ISBN: 131744471X
Format: PDF, Kindle
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Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.

Sports Sponsorship and Brand Development

Author: M. Beck-Burridge
Publisher: Springer
ISBN: 0230508227
Format: PDF, Mobi
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Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Sportsponsoring als Kommunikationsinstrument im Marketing Die Sponsorship von ERDINGER Alkoholfrei im E ON IBU Weltcup Biathlon

Author: Ludwig Zausinger
Publisher: GRIN Verlag
ISBN: 3668382573
Format: PDF
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Studienarbeit aus dem Jahr 2014 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Die vorliegende Seminararbeit beleuchtet das Sponsoringengagement von ERDINGER Alkoholfrei im E.ON IBU Weltcup Biathlon Saison 2013/14. „100% Leistung. 100% Regeneration.“ Mit diesem Slogan bewirbt die Privatbrauerei Erdinger Weißbräu ihre Marke ERDINGER Alkoholfrei im Rahmen von zahlreichen Ausdauersportveranstaltungen. Vom Frühjahr bis Herbst führt das Unternehmen unzählige Zielpromotions bei Stadtläufen, Marathons und Triathlonwettbewerben durch und verteilt alkoholfreies Bier als Erfrischung an tausende Hobby- und Profisportler. Seit der Wintersaison 2008/09 ist Erdinger Alkoholfrei zudem als Sponsor im IBU Biathlon Weltcup aktiv. Nach der Studie Wintersport Kompass, in der das Marktforschungsunternehmen Repucom unter anderem die gestützte Bekanntheit ausgewählter Wintersportsponsoren in Deutschland ermittelt, erreicht ERDINGER Alkoholfrei mit 71 Prozent Wiedererkennung den fünften Platz. Doch was macht das Sponsoringengagement zwischen der Marke ERDINGER Alkoholfrei und dem E.ON IBU Biathlon Weltcup so erfolgreich? Im Rahmen meiner Seminararbeit beleuchte ich zuerst die Marktsituation des Bierherstellers und gehe in diesem Zusammenhang auf den deutschen Biermarkt ein. Hieraus ergeben sich Schlussfolgerungen für die Kommunikationspolitik des Unternehmens. Anschließend erläutere ich die Vorzüge des Marketinginstrumentes Sponsoring. Hierfür erkläre ich zunächst, was unter Sponsoring im Allgemeinen zu verstehen ist, bevor ich auf das Sportsponsoring im Speziellen eingehe. Unter Punkt vier gebe ich einen Überblick über die Strukturen, Sponsoren und Modalitäten des E.ON IBU Weltcup Biathlon. Danach stelle ich einige der Maßnahmen dar, die die Brauerei Erdinger Weißbräu im Rahmen ihres integrierten Kommunikations- bzw. Sponsoringskonzeptes umsetzt. Abschließend fasse ich alle wesentlichen Aspekte in einem Fazit zusammen.

Sport Marketing

Author: Bernard James Mullin
Publisher: Human Kinetics
ISBN: 9780736060523
Format: PDF, Kindle
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This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.

Sport Promotion and Sales Management

Author: Richard L. Irwin
Publisher: Human Kinetics
ISBN: 9780736064774
Format: PDF, Mobi
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This is a guide to promotion and sales in the sport industry. Experts from the classroom and sports field offer insights and experiential data on the skills needed to succeed in sports promotion and sales.

Routledge Handbook of Sports Sponsorship

Author: Alain Ferrand
Publisher: Routledge
ISBN: 1134145292
Format: PDF, ePub
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The Routledge Handbook of Sports Sponsorship provides a comprehensive guide to the successful management of sport sponsorship. From the development of an appropriate strategy to the implementation of the sponsorship operation through to post-event analysis, this book offers an authoritative reference for large and small events. The text also provides an accessible review of the legal issues associated with marketing, copyright and contracts in print, television and radio sponsorship, illustrated with a wealth of case studies. Includes: • Sports marketing and sports management theory. • Stage by stage analysis of the sponsorship process •The roles of different key stakeholders in the process • Thorough explanation of copyright and contract law for sports sponsorship • Major international sports sponsorship case-studies examined from concept stage through to post-event analysis. The Routledge Handbook of Sports Sponsorship is essential reading for students and a valuable reference for professionals in sports law, sports management, sports marketing and brand management.