SPONSORSHIP

Pros & Cons

Integrated Marketing Communication

s everywhere ! Just lo

Official Olympic Partners (2014)

Sports & Arts

Entertainment

Charities
&
Fundraiser

NC 16 +++

NC 16 +++

What is Sponsorship?

Webster, 2015)

Why we Sponsor ?
Create / Increase Awareness
Increase Brand Loyalty
Societal Marketing
Brand Retention
Reinforce an Image
Stimulate Sales
Showcase products / services

!
!
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n
a
l
i
g
i
V
t
n
a
t
s
Con

bit of Infofor sponso

Long Term Commitment
2 years minimum (basic buildup)
Quality exposure
Creativity
Leverage of activities
Fundraisers & NGOs = awareness /

association

Walraven, M., Bijmolt, T. A., & Koning, R. H. (2014)

Giannoulakis, C. (2014)

ponsorshipor is it?
I am Sponsorship

I am Endorsement

ow many billions ???

USA

21.4

E.U

15.3

12.1
16.5

Statista, 2015)

10

ASIA 14

Pros of
Sponsorship

Important for Brand Building

Event Sponsorships
Direct target market
Less clutter
An experience gives back to community

Range of Events & Experience

- extravagant multi-million $$$ sponsors

of major international events
- simple local in-store products demos or just
sampling programs

Sport rules!
9%
10%

10%

70%

Sports
Entertainment
Arts & Events
Causes
3% Association

Sports Sponsorship Expense ($46.3 Billion)

Why Marketers Sponsors

1. Identify with particular
target market or
lifestyles

2. Increase awareness of product name

3. Create or reinforce

consumer perception of key b

rand image associations

4. Enhance corporate
image dimensions

5. Create experiences and

evoke feelings

6. Express commitment to the

community or social issues

7. Entertain key
clients or Reward
key employees

8. Permit
merchandising or prom
otional opportunities

Cons of
Sponsorship

Possible Negative Impact

 Poor presentation of event

Bad rep by performance
Trauma to performers

10.1%

Only

brand exposure
exceeded costs in F1

(Jensen & Cobbs, 2014)

Liability

Exposure
Sponsors own facility / event

Extreme Sports (high % fatality)

(Crompton, 2015)

Public
Sentiment
Insensitivity to

VISA
Loss credibility, damage the brand rep
Loss of existing / potential customer
(Crompton, 2015)

Societal &
Political environment
Insensitivity to

American Team
- Made in China!

SPONSORSHIP

A little bit more

Almost done!!

Measuring tape?
HIRE A PROFESSIONAL!
Surveys (ask your audiences)
Web Analysis
P.R Review (consumer sentiments)
Social Media (Buzz, Comments)
Business Matrix (Sales, New
Plan
and Strategize
before commitment
Accounts,
Leads)
Cost Effective & Successful
(Connolly, K . P., Connolly, A.

How to be
sponsored?
Approach Them dont be
afraid
Research Your Sponsors

Know Your Audience & Media

Showcase Your Corporate Citizenship
Compelling Proposals
Integrity & Credibility
Be Convincing Be Jedi

This Presentation was Sponsored By

They are ALL about

Handmade Doughn
uts

Location : Hunter Street Mall

Open Wed to Sun 9am to
4pm

We are
here

Check them out on social media

www.facebook.com/
doughheadsnewy
www.twitter.com/doughheadsnewy
www.instagram.com/
doughheadsnewy

Eat & Enjoy

Thank You