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ANZMAC Presentation on the development of a major metamodel covering the business to business activities that underpin the creation of a sponsorship asset
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Sponsorship Asset Development
Dr Stephen DannThe Australian National University
The Background
• Lifestyle sponsorship & Lifestyle Breach Recovery– VTAC, QUIT
• Model of Lifestyle Sponsorship– This Person’s Life brought to you by Coca Cola
• Model of the Scandal Sponsorship– This Match Brought to You by Off field Pub Brawls!
• Farrelly and Quester (2003) – limited research on the B2B relationships in
sponsorships
Sponsorship Resource
A case of “And then the magic happens”?
Two phases
• Shared Virtual Asset – business to business transactions between
sponsors and sponsored event– (Alexandris, Tsaousi and James, 2007; Polonsky and Speed, 2001;
Pope, 1998; Quester and Farrelly, 1998; Shannon, 1999)
• Sponsorship activation– image transference, value creation and delivery
of sponsorship outcomes – (Gwinner, 1997; Barros, de Barros, Santos and Chadwick, 2007; Fahy,
Farrelly and Quester, 2004; Grohs Wagner and Vsetecka, 2004).
Shared Virtual Asset
Sponsored properties (“owner” and “entity”)
Sponsors (one of potentially many)
Sponsorship assets (multipart)
What role for the sponsor?
Less attention has been placed on the factors underpinning the sponsor as a
key influence in the development of the sponsorship asset
Sponsorship Assets
Three components• property identification
– involvement and identification • (Alexandris, Tsaousi and James, 2007; Gwinner and Swanson,
2003),
– sponsor recognition • (Quester and Farrelly, 1998; Polonsky and Speed, 2001)
– attitudes towards the sponsorship including • sponsored property patronage and • sponsor product use (Gwinner, 1997; Dann, 2008).
• capability • relationships.
Sponsorship Assets
Three components• property identification• capability
– sponsorship activation through secondary marketing activity
• (Fahy, Farrelly and Quester, 2004),
– brand building • (Olkkonen and Tuominen, 2006)
– management of the asset for mutual gain of the sponsor and sponsored
• (Fahy, Farrelly and Quester, 2004; Farrelly and Quester, 2003).
• relationships.
Sponsorship Assets
Three components• property identification• capability • relationships.
– virtual nature of the sponsorship asset – arising from the interaction of the sponsored
property and the sponsors• based around trust, commitment and reciprocity
– (Farrelly, Quester and Mavondo, 2003; Olkkonen and Tuominen, 2006).
Sponsorship Asset
Ongoing development
Objectives of the sponsorship– Promoting the Message, Product or Sponsor?
• Schoolies Week Kit and the Department of Health and Ageing sponsorships
• Unbranded Message Sponsorships (social product)
• Impact of the Sponsor Brand– Positive, Negative or Switch?
• Does the corporation carry social baggage?– Alcohol sponsorship of sport
Sponsorship Liability?
Sponsor + Sport + Incident + Geographic Location
1. XXXX + Cricket + Symonds Pub Brawl + Mumbai
2. KFC + Cricket + Obesity + Australia
3. Banks + Cricket + Financial Crisis + World Economy
Other Asset Modifiers
• Event location – (Mumbai incident / IPL Twenty20 series)
• Consumer Confidence Index – Sponsorship as a corporate social responsibility
issue
• Legacy Properties– Sponsorship Property Reputations / Team
reputations• Australian Rugby League and Australian Cricket as
“unbeatable”
Questions?
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