Sport Sponsorship Research

Another objective of sports marketing is creating sales. “The modern sports marketer is charged with one simple responsibility: to increase the sources of revenue” (Westerbeek 6). This includes obtaining more sponsors

| * Endorsing Athletes * Sponsoring Sports events * City based advertisements * Banners & Billboards * Themes on

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

However, after the Fifa scandal that occurred in 2015, sponsors are now regretting their decisions of associating their brand with Fifa. Big sponsor companies like Adidas, Kia, Coca-Cola and Visa have voice that if the governing global body doesn’t make changes, then they will reassess their sponsorships. In the most recent Fifa event that took place, Fifa’s top six Global Partners (Adidas, Coca-Cola, Gazprom, Hyundai/Kia, Visa, Budweiser, and McDonalds) paid a total of $177 million annually. After this serious scandal occurred, it is unpredictable as to how successful Fifa will be in receiving sponsorships in the future.

According to the text, on Olympic.org (2017), the Olympic Games are one of the most effective global marketing platforms reaching billions in over 200 countries and territories. Corporate partners help provide vital technical services, product support, Games staging, and operations of every organization within the Olympic Program (Olympic.org, 2017). Olympic sponsorships create images of brand goodwill, build awareness and communicate messages, and afford employee reward and client entertainment opportunities (Keller, 2014). These

Here are many athletes that get sponsored by many brands like Nike,Under Armour, and Adidas. Those three brands are the main brands that sponsor athletes in sports. It is estimated that Nike makes 11 million dollars a year off of star athlete Lebron James. The brand Adidas offered basketball player James Harden 200 million dollars in an attempt to steal James from Nike. Adidas ended up adding James to their multi-billion dollar team. Every brand has a cover star. Some athletes are fortunate enough to have their own brand like the legend Michael Jordan. As you can see companies pay their athletes, but some companies sponsor sports

Companies all over the world are in bidding wars to get their name at the top. Whether it's on the hood of a car in a NASCAR race or on the jersey of a soccer team, these companies know the importance of sponsorship. Sponsors come from every corner of the business world and some even make it big if their sponsored athlete makes it big.

New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand

In conclusion, my summary analyzes the marketing and communication strategies of sponsor engagement in two different organizations in the cultural industry. The former one is a conventional contemporary gallery, and the second one positions itself as an platform that stimulates and synergize resources from different industries. Nevertheless, both have taken exceptional care in communicating with their sponsors.

These established big shoe firms like Nike, ADDIDAS sign up with international sports personalities and sponsor annual sports events like soccer world cup or cricket world cup. They also sign up the entire teams or clubs like NBA, NFL, and the Indian Cricket Team and then sponsor their clothing and accessories. This attracts a lot of youngsters to a particular brand.

Over the past several years the sports industry has grown phenomenally, and it now ranks among the largest industries in the world. Concomitant with its growth is an increase in the importance of a element of value which is the corporate social responsibility which has become a necessity in terms of the bottom line. Illegal and immoral activities in all settings have emerged to the point that some factions of the society have made efforts to call those in charge to take responsibility and improve situations. As managers learning to adopt a social consciousness leading to a commitment of being socially responsible is paramount to the execution of one’s job. Developing a social

The current trend of the sporting industry benefits from more commercial advantage than the socio and ethical movements .Sport events have nothing to sell other than Intellectual Property Rights owned by the organizers and the players. Revenue is generated via the commercial programs such as exploitation of media, sponsorship, ticketing, and merchandising. The relationship between IP rights and sport is an ancient concept and closer than some thought .”Sport shows intellectual property in action. Patents -encourages technological advances that result in better sporting equipment. Trademarks brands and designs contribute to the distinct identity of events, team and their gear. Copyright –related rights generate the revenues needed for broadcasters to

Positive pictures trade between brands in the midst of sponsorship brand collaboration (Simonin& Ruth 1998) and this trade strategy is significantly convincing in recreations advancing as a result of the enthusiastic presentation of diversion use (Mahony and Moorman,2000). What we don 't know is if or how purchasers manner towards the superstar changes? It is not clear whether our comprehension of brand picture trade connects with circumstances where transgressions by a hotshot realizes negative brand pictures and if this along these lines wanders conflictingly on the patrons.

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

Among the ten interviewees (see Table 4-1), merely one person can recall her memory of a Creative Expo Taiwan 2016’s sponsor, Taiyen Culture & Creative. The other nine people have the difficulty in recollecting the memory of the sponsors. Therefore, they require the assistance of the researcher to remind them of the brand names of the sponsors. The issue of little recognition can affect the profit of the sponsors and the brand image enhancement negatively based on the theory of Aaker (1991). Furthermore, based on Aaker’s (1991) theory, the reason of the unawareness of Creative Expo Taiwan 2016 sponsors’ might be the failure of letting the public realise the brands’ products and services. The occasion of unfamiliarity and unrecognition happened to almost every interviewees except Interviewee J because of her extended work experience and higher economic situation (see Table 4-2). Based on the awareness pyramid (Aaker, 1991), in the result of interview, ten people can recognise the brand name of BMW without difficulty, and knowing their products and services clearly (See Table 4-2). Among the other four