Pros And Cons Of Sponsorship

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Introduction
According to Ali et al. (2006), sponsorship is mutually beneficial exchange of sponsor resources in return for promotional value and association with sponsee. Sponsorship provides sponsor an efficient way to differentiate themselves from its competitors as well as impact consumer‐oriented objectives (e.g., brand awareness or image), and achieve competitive advantage (Fahy et al., 2004).

It is apparent that sponsorship can be a viable and potentially profitable approach to achieving marketing communication objectives while also building strong product or brand equity (Aaker, 1991; Marshall & Cook, 1992). Ideally, sponsoring firms would like the fans of a particular event to connect positive feelings for the property to their brands or specific products and services (Madrigal, 2001), a process often operationalized as image transfer (Gwinner, 1997).

Thus, many corporate sponsors seek to develop, improve, or change their brand image by associating their company or brand with a specific sporting event (Gwinner, 1997; Gwinner & Eaton, 1999). Other marketing objectives that can be accomplished through sponsorship endeavors include generating goodwill within the target audience (Meenaghan, 2001), fostering positive attitudes toward the brand (Koo, Quarterman, & Flynn, 2006; Lee, Sandier, & Shani, 1997) and increasing consumer purchase intentions (Lee et al., 1997; Shanklin & Kuzma, 1992).

In this report, it will cover the aim and objectives of the sponsorship deal, the target audience, list of the potential sponsor, advantages of sponsorship, the image transfer, ethical issues that may arise, activations and how to evaluate the sponsorship after the event. The aim for this proposal is to provide mutual benefits for both...

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...hear in the form of determining circulation coverage.
3. Communications effects- utilize advertising effectiveness techniques, such as recall and recognition measures with both ‘top of the mind awareness’ and prompted approaches.

Sponsorships could also be measured by all elements of brand equity (Meenaghan & O’ Sullivan, 2013 and Walliser, 2003). Evaluation can be carried out using different procedures, such as;
• Alliance with other sponsors
• Spectator figures
• Increased product of sales post-event
• Sponsor name recall surveys
• Product awareness surveys

However, Wagen and White (2010) suggested that sales of products are the most effective method for evaluation. In addition, Lee and Lee (2013) further elaborated that fans tend to have favorable brand attitude toward certain sponsoring brand and would only buy product that they are aware of.

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