In the past ten years the Australian sports sponsorship industry has seen significant changes. The Olympic Games in Sydney in 2000 have been the sport sponsorship entry for a lot of Australian companies.
Australians have a very high interest in sports. Sweeney Sports Research found that somewhere between 98% and 99 % of 16-65 years of age Australians are interested in sport. By interest they defined that people participated personally in sports, watched it on television as much as possible, listen to the radio as much as possible or read about sports in newspapers on a regular basis (Hirons, 2002).
This is the reason why sport in Australia can be seen in all traditional media such as print, television, magazines, radio, newspapers but also in new media such as the internet.
According to Hirons, in 2000 a lot of sponsorship agreements expired naturally and since then organisations have changed their strategies in many ways. As an example, Uncle Tobys decided to withdraw from Iron/Ocean Man. Kellogg now makes a lot of sponsoring of lifesaving and invests more and more in community based initiatives. Ford withdrew from the tennis sponsorship and was replaced by Kia. Holden and Ford invested heavily in motor sport. Fosters lost the Melbourne Cup which is now sponsored by Tooheys.
Additionally, the stadium sponsorship trend is increasing more and more as companies try to avoid the cluttered sponsorship market. Stadiums nowadays have names such as Telstra, Vodafone, AAMI, etc (Hirons, 2002).
The sponsorship market continues to grow. The current dollar value estimates in Australia put the market at around AUS $1.6 billion whereas the global sponsorship spend is worth AUS $36 billion (IEG, 2003, 2005) (S-Comm, 2006).
In the following chapters the author presents an overview of sport sponsorship, gives a detailed analysis of what a company needs to consider, the issues related to sponsorship and how to minimize them. Examples will be given in order to link theoretical background with practical examples to achieve a level of full understanding for the reader.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- What is Sport sponsorship?
- Objectives for companies to make use of sport sponsorship
- Evaluation of sport sponsorship
- Why is it so important for Australian companies?
- Important factors to decide on when using sport sponsorship as a promotional vehicle
- Decisions regarding the venue and the number of events sponsored
- Decisions regarding to sponsor a team, a single athlete or a whole event taking into account different levels of team identification
- Discover a nation's favourite sports
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text explores the Australian sport sponsorship industry, providing a comprehensive analysis of the factors involved and the strategies required for successful engagement. It aims to equip companies with the knowledge and tools necessary to navigate the complexities of sport sponsorship and leverage its potential for achieving marketing objectives.
- The growth and evolution of the Australian sports sponsorship industry
- The key objectives for companies using sport sponsorship
- The significance of cultural differences in sport sponsorship decisions
- Strategies for effective evaluation of sport sponsorship programs
- The importance of target market identification and cultural sensitivity in international sport sponsorship
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The introduction presents the context for this study, highlighting the significant changes within the Australian sports sponsorship industry over the past decade. It emphasizes the high interest in sports among Australians and discusses the increasing trend of stadium sponsorships.
- What is Sport sponsorship?: This chapter provides a definition of sport sponsorship and examines the objectives that companies seek to achieve through such ventures, including brand awareness, corporate image enhancement, and sales growth. It explores the various benefits of sport sponsorship, emphasizing the need to align sponsorship decisions with company goals.
- Objectives for companies to make use of sport sponsorship: This chapter delves into the specific objectives companies aim to achieve through sport sponsorship. It lists numerous objectives across different categories, such as corporate, marketing, media, and personal objectives, highlighting the multifaceted nature of sport sponsorship.
- Evaluation of sport sponsorship: This chapter focuses on the importance of evaluating the effectiveness of sport sponsorship initiatives. It discusses the connection between objective setting and evaluation, highlighting the importance of clear objectives and rigorous evaluation methods for determining sponsorship success.
- Why is it so important for Australian companies?: This chapter explains the strategic significance of sport sponsorship for Australian companies, particularly due to the country's small population and geographical distance to other markets. It underscores the need to consider cultural differences when selecting sponsorship opportunities and aligning them with target markets.
- Important factors to decide on when using sport sponsorship as a promotional vehicle: This chapter outlines key considerations for companies engaging in sport sponsorship, including decisions regarding venue selection, the number of events to sponsor, and whether to sponsor a team, individual athlete, or entire event. It emphasizes the importance of a strategic approach to sponsorship decisions.
- Decisions regarding the venue and the number of events sponsored: This chapter examines the factors influencing the decision to sponsor local, national, or international events, emphasizing the need to consider target market and cultural nuances. It also discusses the merits of sponsoring individual events versus a series of events, highlighting the strategic considerations involved.
- Decisions regarding to sponsor a team, a single athlete or a whole event taking into account different levels of team identification: This chapter delves into the decision of sponsoring a team, individual athlete, or event, analyzing the advantages and disadvantages of each option. It explores the potential risks associated with sponsorship scandals, team performance fluctuations, and the impact of cultural differences on team identification.
- Discover a nation's favourite sports: This chapter emphasizes the importance of researching a nation's sporting preferences when engaging in sport sponsorship. It highlights the varying levels of interest in different sports across cultures and emphasizes the need to align sponsorship decisions with target market interests.
Schlüsselwörter (Keywords)
This work focuses on the Australian sports sponsorship industry, exploring key themes such as sport marketing, branding, sponsorship strategies, cultural differences, target market analysis, and evaluation methods. It discusses the importance of setting clear objectives and aligning them with sponsorship decisions, highlighting the significance of considering both domestic and international markets. The text provides valuable insights for companies seeking to leverage the power of sport sponsorship for achieving marketing goals and building brand awareness.
- Arbeit zitieren
- Nina Rakowski (Autor:in), 2008, Sport sponsorship as a promotional vehicle in overseas markets, München, GRIN Verlag, https://www.grin.com/document/117660
