sponsorship asset development
DESCRIPTION
ANZMAC Presentation on the development of a major metamodel covering the business to business activities that underpin the creation of a sponsorship assetTRANSCRIPT
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Sponsorship Asset Development
Dr Stephen DannThe Australian National University
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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
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Sponsorship Resource
A case of “And then the magic happens”?
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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).
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Shared Virtual Asset
Sponsored properties (“owner” and “entity”)
Sponsors (one of potentially many)
Sponsorship assets (multipart)
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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
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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.
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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.
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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).
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Sponsorship Asset
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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
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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
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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”
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Questions?