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Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
Lifestyle Sponsorship and Player Lifestyle Breach
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Lifestyle Sponsorship and Player Lifestyle Breach

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Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss? …

Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?

A surprisingly controversial look at the market opportunities that arise from a sports personality breaching the terms and conditions of a lifestyle orientated sponsorship. In Australia, sports teams have been sponsored by roadsafety, health and safety and other social change message campaigns. When the inevitable breach occurs, this paper suggests capitalising on the opportunity presented by the publicity, and the chance to have a credible spokesperson for the campaign arise from the player's lifestyle breach.

Full paper: http://stephendann.net/articles/pdf/lifestylesponsorship.pdf

Reference: Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.

Published in: Economy & Finance, Sports
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  • 1. Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss? Dr Stephen Dann (QUT) Dr Susan Dann (National Seniors)
  • 2. My other scandal was sponsored by a Mercedes
    • AFL star fined for driving on tram tracks
      • January 12, 2006
      • The 26-year-old Collingwood midfielder was driving his BMW…
    • Cousins quizzed over booze bus incident
      • February 17, 2006
      • West Australian police spoke to the footballer today after officers chased two men who fled from Cousins' luxury Mercedes Benz…
    • Ben bolted in `fit of panic‘
      • February 17, 2006
      • Westpoint Star Mercedes dealership manager Jason Novatsis confirmed he leased a four-wheel-drive to Cousins.
  • 3. Sensing a pattern anyone?
    • BUT there are all the adjunct activities which go with the football season. Let's face it, during the cricket season if we didn't have Shane Warne we'd have nothing in the way of txting scandals. But in the football season we can count on, at least fortnightly, some of the lads from some team or other disgracing themselves in the txting stakes.
    • NO doubt, to keep us interested, there will also be numerous scandals involving pool tables, casinos, swimming pools, riotous parties, grand pianos and suspected use of mood-enhancing drugs. Not to mention conspiracies, violent episodes, racist outbursts and even, if we're lucky, some kind of Hopoate-related incidents.
      • Banquet of biffo begins
        • 11 March 2006, Townsville Bulletin
  • 4. Lifestyle Sponsorships and Player Breaches
  • 5. Frameworks
    • Primary Frameworks
      • Sponsorship
      • Lifestyle Sponsorship
    • Academic Pedigree
      • Social Marketing
        • Lifestyle change campaigns
      • Advertising
        • Image transference
        • Sponsorship
        • Brand awareness
        • Brand personality
  • 6. Frameworks
    • Sponsorship
      • the provision of assistance either financial or in-kind to an activity by a commercial organisation for the purpose of achieving commercial objectives (Meenaghan, 1983).
    • The act of sponsorship is seen as two parts:
      • (1) an exchange between a sponsor and a sponsee whereby the latter receives a fee and the former receives rights to associate itself with the activity sponsored, and
      • (2) the marketing of the association by the sponsor
  • 7. Table 1: Sponsorship Expectations and Purposes D'Astous and Blitz 1995; Otker and Hayes 1987 sponsor image Madrigal 2001; McDaniel 1999 purchase intentions Bennett 1999; Hansen and Scotwin 1995; Nicholls, Roslow, and Dublish 1999 influence consumer recall Bennett 1999; Bloxham 1998; Pham and Joliar 2001 awareness of sponsors McDaniel 1999; Speed and Thompson 2000; Stipp 1998 attitude toward the sponsor Authors Influence
  • 8. Lifestyle Sponsorship
    • Lifestyle sponsorships
      • “ the provision of financial assistance, or in-kind assistance to an activity by an organisation for the purpose of promoting lifestyle or behavioural change objectives”
    • core identifier of a lifestyle sponsorship is the product being promoted by the sponsorship
      • is not a commercial product or service
      • is a behaviour, lifestyle change or attitude change
  • 9. Features of Lifestyle sponsorships
    • Lifestyle sponsorships
      • are targeted where a problem exists to be solved, rather than where a demand exists to be fulfilled or expanded.
      • What constitutes "functional similarity" for lifestyle sponsorship under Gwinner's (1997) model of sponsorship relevance?
  • 10. Gwinner (1997) framework
    • Sponsorship relevance
      • direct relevance
        • functional based similarity
        • occurs where the sponsors products are used in the event
      • Indirect relevance –
        • “ image-based similarity”
        • match between the core values of the consumer and the values represented by the sponsors and sponsorship event
  • 11. Figure 1: Relevance of Lifestyle Sponsorship Event Non Event Relevance Functional Similarity Image Similarity ? Event Image / Team Image Celebrity Association Sponsee's personal life
  • 12. Problems with Lifestyle Sponsorships
    • Lifestyle sponsorships
      • sponsorship arrangement may carry the expectation that the lifestyle message be adopted and enforced in private activities
      • restricted by the nature of the sponsor product
        • can only offer education sessions for players,
        • cannot provide compliance for the team.
        • Related problems arise for other physical goods based lifestyle sponsorships
    • sponsees are required to behave in a restricted manner, they are not guaranteed an outcome from this behaviour.
  • 13. Assumptions underpinning the lifestyle sponsorship
    • Role model theory
    • Assumption of image transference
    • Assumption that we “Want to be like Mike”
  • 14. Role Model Theory
    • Montly Letter from Michael Chong Fountain Pen, Canada - 14 Mar 2006 ... we do well at multi- sport events like ... high-performance athletes provide a role model for Canadians to ... active and healthier lifestyles, especially our children . ...
    • YONG SCOT.. THE FINAL 33 Glasgow Sunday Mail, UK - 12 Mar 2006 ... He is a fantastic role model .". ... and determination, has achieved extraordinary results in the field of sport . ... To the children aged 5-12, Wayne is a local hero. ...
    • Volunteer spirit Daily News Journal (subscription), TN - 12 Mar 2006 ... Alonna's first sport was softball and she was also coached by ... So she strives to be a positive role model to young ... One of the keys to keeping children out of ...
    • North senior dances her way to a scholarship Crawfordsville Journal Review, IN - 5 Mar 2006 ... “Shannon has trained to be a dancer and, like a sport , a person has to train. For the young children , she is a great role model . ...
  • 15. Are sports stars automatic role models?
    • If they are…
      • Why do we have a childhood obesity problem?
      • Richard Caborn, Minister for Sport, said: "Sport and physical activity should be a natural part of every kid's daily life. We are making a major contribution towards children's health through our investment of over £1.5 billion in creating a sustainable structure for school sport."
      • But sports stars are role models that are automatically copied by children. Right?
  • 16. Relevance of Sportspeople for Sport Event Non Event Relevance Functional Similarity Image Similarity Sport Sport team Sports team membership Sports training
  • 17. Assume for a moment…
    • We want to get a sports star to endorse a scandal inducing behaviour
      • direct relevance
        • functional based similarity (ie phone txt / drink driving)
        • occurs where the sponsors products are used in the event
          • We’d need to hold a scandal night.
      • Indirect relevance
        • “ image-based similarity”
          • Use your imagination
        • match between the core values of the consumer and the values represented by the sponsors and sponsorship event
  • 18. Relevance of Sports People For Sex / Alcohol / Any other Scandal in a standard work environment Sports Event Non Event Relevance Functional Similarity Image Similarity NONE NONE “ Celebrity” Association Sponsee's personal scandal
  • 19. The TAC Case Study Lifestyle in Breach
  • 20. Lifestyle in Breach
    • Core of the lifestyle sponsorship proposal is the assumption that society, as it stands, has a current problem which requires addressing.
    • Consequently, in theory, sponsorship would continue until the social goals of the campaign have been met
  • 21. TAC Sponsorship
    • assumption that drink driving was a social problem, and that this problem could be addressed through raising awareness and profile with the associated sponsorship.
      • Richmond player committed the lifestyle breach it was demonstrable proof that the campaign was still necessary.
    • 16 years of sponsorship,
      • two incidents of road safety lifestyle breaches (2001, 2005) involving drink driving.
  • 22. Social Issue at stake
    • Where a campaign is targeted at addressing a social problem (drink driving), the continuation of the campaign is based on demonstrating the continued existence of the problem.
    • The high profile breach of the lifestyle message by the Richmond player was demonstrable proof of the need to continue promoting the TAC lifestyle message.
  • 23. Schema Congruity
    • Sponsorship and celebrity endorsement are both heavily dependent on schema congruence for success in message transfer
    • where there is a moderate incongruity, or a partial match, this increases the amount of thought the individual puts into assessing the sponsorship message
    • the mismatch increases the recall of the sponsor message due to the stronger, more elaborate schema that is created by the additional interpretation
  • 24. Three Assumptions
    • the purpose of the lifestyle sponsorship was to address a social change need whereby a social problem was to be solved, limited or have attitudes toward it changed.
    • that the sponsorship arrangement is predicated on sponsees following mandated sponsor approved lifestyle choices.
    • a breach of the lifestyle sponsor mandated behaviour can be rectified by some component of the sponsor's social change product
  • 25. Four steps to resolution
    • Step 1: Assessing the impact of the breach
    • Step 2: Reaffirm the purpose of the Lifestyle Sponsorship Message
    • Step 3: Use schema mismatch as a basis for continuing the sponsorship in breach
    • Step 4: Endorse the lifestyle message with the sponsee who was in breach.
  • 26. Step 1
    • Damage control for the lifestyle sponsor is based on the breadth of coverage, and the confusion between the sponsor message and the message sent by the action.
      • media coverage emphasised the incongruity between the TAC sponsorship message and the actions of a sponsee employee
    • Breach resulted in
      • awareness of the sponsorship was increased,
      • possible levels of recall were improved,
      • uncertainty exists as to the impact on attitude towards the sponsor and the sponsor's image.
  • 27. Step 2
    • Capitalise on the sponsor image and attitudes towards the sponsors by taking control of the message incurred by the breach.
      • Reaffirming the commitment to the sponsorship and the campaign
      • Justify with proactive statements illustrating the need for the continuation of the campaign as a direct result of the breach
    • Note: The breach did not demonstrate an opportunity for TAC to withdraw from the propagation of the message
  • 28. Step 3
    • Create schema mismatch
      • breach negatively influences the image similarity
      • creates opportunity to capitalise on functional based similarity
        • demonstrating the newly adopted use of the sponsor endorsed lifestyle by the sponsee in breach
      • Initial reaction to a lifestyle breach is to withdraw the sponsorship due to tainting of image based similarity
  • 29. Step 4
    • Sponsee in breach endorses the new lifestyle message
      • the sponsee in breach who continues to endorse
        • a non-breach lifestyle
        • breach-recovery lifestyle,
      • improves their schema match with the campaign message
    • By endorsing a modified version of the campaign, the sponsee in breach demonstrates
      • credibility (having engaged in the negative behaviour),
      • expertise (has experienced the breach),
      • trustworthiness (voluntary admission of breach and involvement)
      • empathy (has felt the emotional consequences of the breach)
  • 30. Conclusions
    • By utilising both the functional and image similarity aspects of Gwinner's (1997) model for determining the relevance of the lifestyle sponsorship, the sponsor becomes less vulnerable to damage from breach.
    • However, if the sponsor only uses the image similarity relevance component, a lifestyle breach will cause irreparable damage to their message and campaign
    • Breach, and breach recovery, creates an opportunity, not a threat, for the proactive lifestyle sponsor willing to stick to their core business – addressing a social need.
  • 31. Lifestyle Breach and Commercial Sponsorships
    • NRL Rocked By Alcohol Scandal    
      • 7:33 AM, 14 Mar 2006
      • National Rugby League has been rocked by another alcohol-fuelled incident after
        • Drunk man thrown out of pub
        • Police issued Carney with a $550 breach notice after the fracas, leading to NRL chief executive David Gallop saying he was "concerned" by the incident.
        • 38 related news articles.
  • 32. Questions? And “they deserve it because they’re rich and play football” does not count as a question.

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