Product Type: Market Research Report
Published by: SportBusiness Group Ltd.
Published: July 2006
Product Code: R357-35Description Sponsorship has steadily risen up the marketing agenda to the point where it is now a fundamental part of the marketing mix. This journey has taken the best part of 30 years. 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.Table of Contents - Introduction
- Globalisation
- Behaviour
- Permission
- Technology
- Chapter 1: Global sponsorship market
- Analysis of the latest published global market estimates from IEG, Sports Marketing Surveys, and others
- Review of values of shirt sponsorship deals in Europe
- Detailed review of growth of sports sponsorship across North America, Europe (including UK), South Africa, China and Australia
- Comparison of the growth of sponsorship with growth of advertising across territories
- Chapter 2: Sports sponsorship strategic model
- Existing activity review
- Sponsorship policy and strategy
- Negotiation
- Activation/exploitation
- Return on investment
- 360° review of sponsorship programme
- Measurement and evaluation
- Case studies: Shell, Atos Origin, Nationwide, Visa, British Olympic Association, B&Q, Powergen (E.ON), Britvic Soft Drinks, American Express, Coca Cola
- Chapter 3: Activation of sports sponsorship
- Best practice in:
- Advertising
- Virtual advertising
- Public relations
- Broadcast
- New media
- Direct marketing
- Competitions
- Promotions and prizes
- Licensing and merchandising
- Hospitality
- Internal communications
- Case studies: Honda UK, Olympic Games, FIFA World Cup, F1, B&Q, Atos Origin, Coca Cola, Visa International
- Chapter 4. Selling sponsorship
- Mindset for successful selling of sponsorship
- Preparation and planning
- Pitfalls to avoid
- Selling strategies that have worked for a variety of sports rights holders.
- Chapter 5. Cause related marketing and sport sponsorship
- Some of the most successful examples of CRM and sport, including grass roots sponsorship
- Useful checklists for both the sponsor and sports rights holder
- How CRM programs can be measured and evaluated in order to assess the return on investment (ROI).
- Chapter 6. Activating sponsorship via interactive platforms
- Innovative use of new media in sports sponsorship including Mobile, interactive TV (iTV), broadband and IPTV, blogging, RSS, games platforms and podcasting.
- Case studies: O2, Orange, Nokia, adidas, Heineken, Honda, Anheuser-Busch
- Chapter 7. Comparison with arts sponsorship
- Review of the pros and cons of arts versus sports sponsorship
- Strategies for brand owners in creating a mix of properties
- Overlap between arts and sports sponsorship
- Chapter 8. Measurement and evaluation
- Importance of planning
- Cost/benefit equation
- Setting and measuring objectives
- Relative strengths and weaknesses of qualitative and quantitative techniques
- Media valuation, including internet
- Chapter 9. Ethical issues in sports sponsorship
- Latest research
- Gambling and sports sponsorship
- Financial services and sports sponsorship
- Tobacco and sports sponsorship
- Alcohol and sports sponsorship
- Food and beverage manufacturers and sports sponsorship
- Checklist
- Children and sports sponsorship
- Codes of conduct
- Case studies: National Lottery, MasterCard, Britvic Soft Drinks, Coca Cola
- Chapter 10. Ambush marketing
- Definition
- Unethical or illegal?
- Types
- Strategies for dealing with ambush marketing
- Legal controls
- London Olympics and Paralympics Games Bill 2005
- Chapter 11. Experiential marketing and sponsorship
- Research into the impact of experiential marketing
- Building blocks of experiential sponsorship
- Best practice in experiential sponsorship
- Case study: American Express and Wimbledon
- Chapter 12. Broadcast sponsorship
- Regulatory aspects of broadcasting (including Television without Frontiers Directive and remit of European Broadcast
Union )
- Examples of broadcast sponsorship - Channel 4 cricket
- Chapter 13. The future of sports sponsorship
- Organisational development and implications for sponsorship
- Technological advances and impact on sponsorship
- Chinese economy
- 2012 Olympic Games
- Future global growth of sports sponsorship
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