Full Description
This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy.
Instructors considering this book for use in a course may request an examination copy here.
Contents
Table of Contents
Acknowledgments
Foreword by Tony Ponturo
Introduction
One. Promotional Communication and Persuasion
Elaboration Likelihood Model
Elaboration Likelihood Model and Promotional Communication
Branding Process
Achievement of Goals Leading to Persuasion
Brand Recall
Two. The Principles of Sponsorship
Product Placement
Sponsorship Defined
The Property Need for Revenue
Sponsors as Property Promoters
The Sponsorship Negotiation Process
The Role of Agencies in the Sponsorship Process
Three. Sponsorship Selection: Audience Variables, Cost
deleteand Exclusivity
Property Selection Overview
Property Selection: Target Audience
Property Selection: Income
Property Selection: Geographic Scope
Property Selection: Common Interest
Sponsorship Timing
Sponsorship Cost
Sponsorship Exclusivity
Product Category Definition
Four. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media
Sponsored Elements Within the Broadcast
Stadium and Arena Naming Rights Sponsorship
Sponsor Role in Stadium Construction and Financing
College Football Bowl Game Sponsorship
Audience Reaction to Sponsorship
Five. Sponsorship Selection: Brand Association
Brand Congruence
Individual (Self) Congruence
Sponsor Congruence
Sponsor Congruence: Image
Sponsor Congruence: Functional
Geographic Congruence
Multiple-Sponsor Congruence
Consumer Behavior
Purchase Congruence
Uniform/Apparel Sponsorship
University Uniform and Equipment Sponsorship
Six. Sponsorship Activation
Activation Spending
Activation: Planning and Customization
Activation: Brand Association
Activation: Brand Theme
Activation: Fan Experiences
Activation in Practice
Activation In-Stadium/In-Arena
Non-Stadium/Arena Activation
Hospitality
Credit Card Industry
Sponsorship Retention and Renewal
Seven. Hindrances to a Successful Sponsorship
Advertising Clutter
Ambush Marketing
Ambush Marketing Practices
Ambush Marketing Remedies
League and Team Conflict: The Legal Battles
League and Team Conflict in Practice
Non-Rights Holder Media Conflict
Company Scandal
Fans of Rivals
Eight. Sponsorship of Individuals
Endorser Characteristics
Expertise
Individual Sponsors Activation
Athlete and League/Team Conflict
Athlete Misbehavior
Conflict Repair Strategies
Athlete Injury
Nine. Sponsorship and Corporate Social Responsibility
The Functions of Public Relations
Corporate Social Responsibility
Sponsorship Selection: A Corporate Social Responsibility Initiative
Corporate Social Responsibility Outcomes
Corporate Social Responsibility and Sports Sponsorship
Ten. Sponsorship Evaluation
Methods of Evaluation: Brand Exposure Metrics
Evaluation: Digital Technologies
Return on Investment (ROI)
Return on Objectives (ROO)
Evaluation and Planning
Who Should Measure?
Conclusion
References
Index
