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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Sponsorship: Strategies for Maximising the Return on Investment
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Global sponsorship spending is forecast to hit an all time high $33.8 billion in 2006, a 10.8% increase on the $30.5 billion of 2005*. That rise reflects that sponsorship has steadily risen up the marketing agenda to the point where it is now a fundamental part of the marketing mix. For many brand owners - such as Coca-Cola, Shell, Gillette and Vodafone - sports sponsorship has been pivotal in their marketing communication campaigns and provided these very different brand owners with a global brand communication platform.
At the same time sports sponsorship is evolving to take advantage of emerging technologies and the proliferation of media channels, while ethical considerations, measurement and cause related marketing are becoming increasingly important.
Sponsorship: Strategies for Maximising the Return on Investment is the essential guide to this changing environment.
This report:
- Describes the global sponsorship market and the key drivers for the growth of sports sponsorship, providing estimates for sponsorship versus advertising expenditure based on the latest available research
- Provides insights into best sports sponsorship practice of some of the world’s leading brand owners and sports properties
- Looks at the sponsorship sales process and provides strategies for improving the chances of sales success
- Takes a robust view of cause related marketing, its place in a sports sponsorship programme as well as the latest tool in measuring its contribution and value
- Describes a wide range of new interactive communication channels, such as broadband, interactive TV, mobile and other emerging channels and assesses the impact these channels have on sponsorship
- Compares the strategies behind arts sponsorship and explores the link between this and sports sponsorship
- Analyses techniques for the measurement and evaluation of sports sponsorship
- Explores some of the key ethical issues in the link between sports sponsorship and gambling; financial services; tobacco; alcohol; food and beverages; and children.
- Examines the boundaries that non-sports sponsors reach as part of ambush marketing activities and reviews some of the key strategies in combating ambush marketing including enforcement of legislative powers
- Explores experiential sponsorship from the perspective of best practice in event and venue sponsorship
- Draws some conclusions and makes some predictions as to the future direction and growth of the sports sponsorship industry and the changes that are likely to take place over the next 20 years
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