Sponsorship: Strategies for Maximising the Return on Investment: Industry Report

Sponsorship: Strategies for Maximising the Return on Investment

Product Type: Market Research Report
Published by: SportBusiness Group Ltd.
Published: July 2006
Product Code: R357-26

Description

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

Table of Contents

Author profile: Ardi Kolah
Marketing partner profile: Comperio Research
Acknowledgements
Executive summary
Introduction
1.The global sports sponsorship market
Chapter Overview: 1.1 The global sponsorship market; 1.2 Sport and the global sponsorship market; 1.3 The North American sponsorship market; 1.4 The European sponsorship market; 1.5 The UK sponsorship market; 1.6 The South African sponsorship market; 1.7 The Chinese sponsorship market; 1.8 The Australian sponsorship market
2.The sports sponsorship strategic process
Chapter Overview: 2.1 Introduction; 2.2 European Sponsors’ Survey (2004); 2.3 Setting measurable objectives; 2.4 Sponsorship process model; 2.5 Step 1: Existing activity review; 2.6 Step 2: Sponsorship policy and strategy; 2.7 Step 3: Negotiation; 2.8 Step 4: Activation of the sponsorship programme; 2.9 Step 5:Measuring return on investment; 2.10 Step 6: Review; 2.11 Conclusion
3.Activating sponsorship
Chapter Overview: 3.1 Introduction; 3.2 Research on activation of sponsorship; 3.3 Active ingredients in successful activation; 3.4 Integrated communications; 3.5 Bespoke events; 3.6 Advertising; 3.7 Broadcast coverage; 3.8 Personality sponsorship and endorsement; 3.9 Branding; 3.10 Marketing collateral; 3.11 Direct mail; 3.12 Promotions and loyalty rewards; 3.13 Public relations; 3.14 Merchandising; 3.15 Point of sale campaigns; 3.16 Hospitality; 3.17 Employee communications; 3.18 Conclusion
4. Selling sponsorship
Chapter Overview: 4.1 Introduction; 4.2 Think like a sponsor; 4.3 Internal planning; 4.4 Sponsorship policy; 4.5 Sponsorship strategy; 4.6 The sponsorship proposal; 4.7 Negotiation; 4.8 Conclusion
5. Corporate social responsibility and sports sponsorship
Chapter Overview: 5.1 Introduction; 5.2 Latest research on CSR; 5.3 The relationship between CRM and sport; 5.4 Sportsmatch scheme (UK); 5.5 Measurement and evaluation of CSR and sports sponsorship; 5.6 London Benchmark Group (LBG) model; 5.7 CSR and sport sponsorship checklists; 5.8 Conclusion
6. Interactive sponsorship platforms
Chapter Overview: 6.1 Introduction; 6.2 The use of interactive media; 6.3 Case study: Heineken and UEFA Champions League (2005/06); 6.4 Broadband internet and web TV; 6.5 Blogging; 6.6 Really Simple Syndication (RSS); 6.7 IPTV; 6.8 Interactive TV; 6.9 Podcasting; 6.10 PSP3, Xbox360 and gaming platforms; 6.11 3G Mobile; 6.12 Conclusion
7.Arts sponsorship
Chapter Overview: 7.1 Introduction; 7.2 The global market for arts and sports sponsorship; 7.3 The UK perspective; 7.4 The US perspective; 7.5 The relationship between arts and sports sponsorship; 7.6 The advantages and disadvantages of arts sponsorship
8.Measurement and evaluation
Chapter Overview: 8.1 Introduction; 8.2 Measuring sponsorship - the starting point; 8.3 Econometrics; 8.4 Semiotics; 8.5 The importance of planning and measuring cost/benefits from sponsorship; 8.6 Formulation of the sponsorship research brief; 8.7 Setting measurable objectives; 8.8 Collection of primary data; 8.9 Commercial sponsorship valuation models; 8.10 Conclusion
9. Ethical issues in sports sponsorship
Chapter Overview: 9.1 Introduction; 9.2 Gambling and sports sponsorship; 9.3 Tobacco and sports sponsorship; 9.4 Alcohol and sports sponsorship; 9.5 Food and drink manufacturers and sports sponsorship; 9.6 Children and sports sponsorship
10.Ambush marketing
Chapter Overview: 10.1 Introduction; 10.2 Definition of ambush marketing; 10.3 The threat of sponsor clutter; 10.4 Reform of ambush marketing rules; 10.5 Strategies for combating ambush marketing; 10.6 Ambush marketing checklist; 10.7 Fair and reasonable? The Olympic Games (2000-2012)
11. Experiential marketing
Chapter Overview: 11.1 Introduction; 11.2 Research on the impact of experiential marketing; 11.3 Building blocks of experiential sponsorship; 11.4 Best practice in experiential marketing within a sports sponsorship context; 11.5 Conclusion
12. Broadcast sponsorship
Chapter Overview: 12.1 Introduction; 12.2 The market for broadcast sponsorship; 12.3 Regulatory limitations on broadcast sponsorship; 12.4 The value of broadcast sponsorship; 12.5 Interactive TV and broadcast sponsorship; 12.6 Advertiser funded programming (AFP); 12.7 Product Placement; 12.8 Brandcasting; 12.9 Conclusion
13.The future of sports sponsorship
Chapter Overview
Appendix 1. Sources
Appendix 2.Glossary of technology terms

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