Sponsorship Today

2441 Words5 Pages

Sponsorship Today

Introduction to sponsorship

Sponsorship is an important marketing tool for many organisations & is

an important element of the promotional mix. Sponsorship involves the

support of an event, activity, person, organisation or product by an

unrelated organisation that may exchange money, services or goods in

return for the association that the sponsorship provides. Sponsors

choose events that attract their target market to enhance their brand

reputation & awareness. A method of shaping brand identity,

sponsorship can improve company image, raise company profile &

generate awareness of company values. An integral part of marketing

strategy, sponsorship is useable either as a single marketing activity

or alongside other marketing tools such as advertising, public

relations & promotion in order to leverage the sponsorship & increase

the impact.

Sponsorship originated in sports in the 1960’s and has been the

fastest growing form of marketing spreading to the arts, media,

charities, education & broadcasting as a result of globalisation,

technological advances & recognition of the value & revenue that can

be earnt from sponsorship. A universal medium, few sports or arts

events are now without sponsors looking to broaden their competitive

advantage. Some forward thinking sponsors now plan long term, using

grass roots sponsorship to form a bond with their target market early

in their development as a consumer.

Previously used only as a PR tool, sponsorship it is now a separate

component of the promotional mix, playing an important role in the

whole of the marketing mix. Sponsorship consultants & advertising

agencies now offer sponsorship as a separate marketing tool and

research agencies provide profiles of audiences, evaluate and measure

success.

The growth of the sponsorship industry has been largely at the expense

of other forms of advertising, such as media advertising & due to the

restrictions on advertising products such as alcohol and tobacco.

Sponsorship of charities & other worthy concerns has also grown as

part of 'cause-related marketing' programmes.

Types of Sponsorship

The UK sponsorship industry can be divided into four main sectors:

sports, broadcast and social and environmental and its sponsors pay

large sums of money to be associated with events that have worldwide

coverage. Spo...

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Sudharshan

- Mastering Marketing Financial Times

- The Essence of Services Marketing Adrian Payne

- Value Based Marketing Doyle

- Marketing Plans Malcom Macdonald

- Marketing Principles and Practice Adcock, Bradfield, Halborg,

Ross

- Marketing Communications

Websites

- www.knowthis.com

- www.cim.co.uk

- www.dti.gov.uk

- www.mintel.co.uk

- www.wmrc.com - worldmarketsresearch centre

- www.magrathesolutions.com

- www.marketingguru.com

- www.marketignteacher.com

- www.meansbusiness.com

- www.mediamixweb.com

- www.dma.co.uk

- www.idm.co.uk

- www.etstrategicmarketing.com

- www.marketingprofs.com

- www.netmba.com

- www.mtsu.com

- www.banat.com.au

- www.jackmartin.com

- www.sponsorship.com

- www.vodafone.co.uk

- www.variantrandomstate.org

- www.uksponsoship.com

- www.standardlife.com

- www.tinthepark.com

- www.themanager.corg

- www.sportlink.au.co.uk

- www.sohotheatre.co.uk

- www.publicity.org

- www.nike.com

- www.news.bbc.co.uk

- www.netmba.com

- www.stellaartois.com

- www.sportssponsorship.co.uk

- www.marketingvox.xom

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