psych eye for the sponsorship guy
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Psych Eye for the Sports Sponsorship GuyFour effective digital activation strategies for sports sponsorship using need-to-know psychology
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Dr Paul Marsden Psychologist
@marsattacks
How can digital make sponsoring an athlete, event, team, league, or stadium more effective for sponsors?
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Jensen, J. A., & Hsu, A. (2011). Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance. International Journal of Sports Marketing & Sponsorship, 12(4).
SUPER SPONSORS
SPONSORSMARKET AV.
GRO
WTH
(CAG
R)
STO
CK P
ERFO
RMAN
CESUPER SPONSORS
SPONSORSMARKET AV.
+1.31% +10.26%
Some, like Dallas Mavericks owner Mark Cuban believe digital is a distraction, associated with boredom…
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Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Adidas prints 3D lace locks
#3D
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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The North Face live cast at Masters of Snowboarding event
#LIVECAST
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Nike offers in-app personalised motivational message from sponsored athletes
#PERSONALISEDTiger Woods
Congratulations on your fastest mile!
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Crowdfunded sponsorship on Crowdtilt from Jamaican bobsled team
#SOCIAL
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Is DTF - Direct to Fan - the new model for sponsorship?
#DTF
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Intel Inside sponsorship, FCB and the Internet of Things
#IOT
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Sponsors providing data to enhance enjoyment
#DATATAINMENT
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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With bigger audiences than NBA finals, is the future esports?
#ESPORTS
Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals
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Using sponsored athletes performance in wearable tech
#WEARABLE
But to have a clear idea of what can work, we need to understand the basic psychology of sponsorship
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#3D#DTF
#DATATAINMENT
#IOT
#IOT
#SOCIAL #LIVECAST
Unlike advertising that works primarily by persuasion, sponsorship works by association
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ADVERTISINGPERSUASION
SPONSORSHIPASSOCIATION
People store ideas in their minds - whether about people, brands or things - as networks of mental associations
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For example, who you ‘are’ to a friend is defined by the sum of mental associations they make about you…
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And these associations determine not only meaning (sense) but also feelings (sentiment)
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SENSE SENTIMENT
Wang, R. T., & Kaplanidou, K. (2013). I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship. International Journal of Sports Marketing & Sponsorship, 15(1).
The same goes for sponsors - sponsors are defined in our minds by the network of associations we make around them
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SPORTS
PERFORMANCE
JUST DO IT
SWOOSH
COOL
RUN
FOOTBALL
VICTORY
Sponsorship is the art and science of selectively reinforcing associations to improve sense, sentiment and salience
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VICTORY
Pracejus, J. W. (2004). Seven psychological mechanisms through which sponsorship can influence consumers. Sports marketing and the psychology of marketing communication, 175-190., Chicago
Sponsors can activate and reinforce an association by sponsoring a property that shares a target association
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VICTORY
Hoek, J. (1999). Sponsorship: An evaluation of management assumptions and practices. MARKETING BULLETIN, 10, 1-10. Chicago
When both parties share an association (AKA ‘associative coherence’), the association is reinforced and gets stronger
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SPORTS
PERFORMANCE
JUST DO IT
SWOOSH
COOL
RUN
FOOTBALL
VICTORY
Psychologically, the primary role of digital activation is to further reinforce this shared and strengthened association
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VICTORY
Tiger Woods
Congratulations on your fastest mile!
Interestingly the very act of sponsoring reinforces two particular associations around ‘quality’ and ‘fitness’
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We implicitly infer only ‘fit’ brands can afford to sponsor, and only ‘quality’ brands will be allowed to sponsor
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Like the peacock tail, sponsorship is a form of ‘costly signalling’ associated with fit, quality ‘genes’
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So it will usually be effective to focus digital activation around ‘fitness’ and ‘quality’ - whoever the sponsor
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In other words, sponsorship is a form of ‘conspicuous consumption’ - a costly but effective show-off display
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And what’s interesting about conspicuous consumption today is that it is changing - towards ‘conspicuous compassion’
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Conspicuous compassion is the visible signalling of fitness and quality through benevolence
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#FIRSTHOMEGAME
Coke’s Sprite brand renovating LeBron’s childhood court https://www.youtube.com/watch?v=_FGKofNiRzo
We’re likely to see a lot more effective digital activation of sponsorship based on conspicuous compassion
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#MAKETHEFUTURE
Shell’s sponsorship of soccer pitch in Morro da Mineira favela Rio de Janeiro https://www.youtube.com/watch?v=iGsThiLDxzc
Is the future of sponsorship is conspicuous compassion?
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#IMMORTALFANS
Increasing organ donations by 54% with Immortal Fans and Brazilian Sports Club Recife - https://www.youtube.com/watch?v=vUi6zTTpi3E
So that’s it, 4 digital slam dunk digital activation insights for sports sponsors
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ASSOCIATIVE COHERENCE ‘FITNESS’ FOCUS
SPONSOR ‘QUALITY’ CONSPICUOUS COMPASSION
For more practical marketing psychology digitalintelligencetoday.com
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Dr Paul Marsden Marketing Psychologist
@marsattacks
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