Since its beginning in the mid 60s the UK sponsorship industry has been growing rapidly as a form of marketing communications.
Although only being a small part of the overall marketing spends, its growth in acceptance indicates it to be a useful tool to communicate with selected target audiences.
This report looks at the history of sponsorship, the reason for its growth within marketing communications, recent trends and how to develop sponsorship activities.
I also looks at reasons for sponsorship activities, advantages, disadvantages of sponsoring as well as ethical issues and performance evaluation.
Table of Contents
1. Growth of sponsorship activities
1.1 History
1.2 Reasons for the growth
1.3 Trends
2. Developing sponsorship activities
3. Reasons for sponsorship activities
3.1 Advantages
3.1.1 Media
3.1.2 Image and ethics
3.1.3 Other benefits
3.2 Disadvantages
4. Ethical issues
5. Evaluation of sponsorship programmes
6. Summary
Objectives and Topics
The work aims to analyze the role of sponsorship as a strategic marketing communications tool, examining its growth, practical development, and the inherent challenges regarding ethics and performance measurement in a modern business context.
- Evolution and current market trends of sponsorship
- Strategic development and integration of sponsorship activities
- Media benefits and image-building potential
- Ethical considerations in sponsor-cause relationships
- Methodologies for evaluating sponsorship effectiveness
Excerpt from the book
3.1.1 Media
A major advantage is the wide reach of identified target audiences compared to the cost. Especially sport events as the Formula 1 telecasts are global and allow a wide reach of audience. Profiling of audiences improves the ability to target specific target groups by selecting appropriate events also on a more local level.
Product benefits can be promoted with the event and a linkage between the two created in the customers mind. E.g. Schneider Electric Ltd. promoted the speed and time-saving aspects of their Telemecanique brand and supports this image with the sponsorship of the SEAT Championship.
Sponsorship allows a company to stand out from mass advertising, avoid growing print media costs and provide access to e.g. the traditionally difficult to reach youth market. Sponsoring also offers PR opportunities with widespread publicity, e.g. an event named after the sponsor (Coca-Cola Championship), or prominent display of the sponsor’s name seen in TV and newspapers.
Summary of Chapters
1. Growth of sponsorship activities: This chapter outlines the historical emergence of the UK sponsorship industry and the primary factors driving its expansion, including changing consumer attitudes and marketing diversification.
2. Developing sponsorship activities: This section provides a framework for companies to weigh the risks and benefits of sponsorship and outlines the necessary steps for selecting partners and integrating the activity into an overall marketing plan.
3. Reasons for sponsorship activities: This chapter details the specific advantages, such as media reach and brand image enhancement, while also addressing potential disadvantages like the difficulty of impact measurement and negative association risks.
4. Ethical issues: This chapter explores the ethical challenges companies face when sponsoring causes, highlighting how inappropriate cause-brand pairings can lead to public backlash.
5. Evaluation of sponsorship programmes: This section discusses the complexities of measuring sponsorship success and proposes moving beyond simple output-based metrics toward more comprehensive strategic impact assessments.
6. Summary: This concluding chapter synthesizes the main findings, emphasizing that despite challenges regarding legislation and measurability, sponsorship remains a vital element of modern marketing.
Keywords
Sponsorship, Marketing Communications, Brand Awareness, Brand Identity, Corporate Image, Stakeholders, Social Responsibility, Media Reach, Ethical Issues, Performance Measurement, Sponsorship Evaluation, Consumer Attitude, Advertising, Business Strategy, Public Relations
Frequently Asked Questions
What is the primary focus of this work?
The work focuses on the role of sponsorship as a modern marketing communications tool, evaluating its growth, benefits, challenges, and the strategic requirements for successful implementation.
What are the main thematic areas covered?
The key themes include the history and trends of the industry, the strategic development process, media and image benefits, ethical responsibilities, and methodologies for evaluating success.
What is the ultimate goal of companies using sponsorship?
The primary goal is often to create or strengthen brand identity, gain access to specific target audiences, and generate goodwill among stakeholders, ultimately leading to improved sales and market positioning.
What scientific or professional approach is used to analyze sponsorship?
The text employs an analytical approach, drawing on market research, advertising theory, and industry-standard practices to compare traditional output metrics with strategic impact evaluations.
What topics are discussed in the main body regarding performance?
The main body treats the practical application of sponsorship, including the evaluation of partners, the use of support materials, and the critical need for performance measurement and regular review cycles.
Which keywords characterize this document best?
The document is best characterized by terms such as Sponsorship, Corporate Image, Brand Awareness, Stakeholder Perception, and Marketing Communications.
Why does the author highlight the 'me-too' aspect in social sponsorship?
The author suggests that the 'me-too' aspect, where many companies support similar social causes, can reduce the perceived value or uniqueness of the activity in the eyes of the consumer.
How does future legislation impact the sponsorship landscape?
The text warns that future restrictions on alcohol and tobacco sponsorship, along with other youth-related event regulations, pose a significant threat and will force a shift in the current sponsorship scenery.
- Quote paper
- Nicole Lorat (Author), 2005, A Brief Introduction to the UK Sponsorship Industry, Munich, GRIN Verlag, https://www.grin.com/document/51417
