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Lifestyle Sponsorships: Social Change through sports sponsorship
 

Lifestyle Sponsorships: Social Change through sports sponsorship

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The presentation overviews a model of the creation of commercial sports sponsorships, and the adaptation of the commercial sponsorship strategy for the endorsement of social marketing campaigns ...

The presentation overviews a model of the creation of commercial sports sponsorships, and the adaptation of the commercial sponsorship strategy for the endorsement of social marketing campaigns through the lifestyle sponsorship concept

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    Lifestyle Sponsorships: Social Change through sports sponsorship Lifestyle Sponsorships: Social Change through sports sponsorship Presentation Transcript

    • Lifestyle Sponsorships Social Change through sports sponsorship Dr Stephen Dann The Australian National University
    • Background to the research
      • Sharrod Wellingham , a Collingwood rookie, was charged with drink-driving having recorded a blood alcohol content reading of 0.13, he lost his license for a year. Collingwood announced they were cutting ties with the TAC sponsorship shortly after. It was the third serious traffic infringement for a Collingwood player during the period of the safe driving sponsorship.
      • http://en.wikipedia.org/wiki/List_of_Australian_rules_football_incidents http://www.news.com.au/perthnow/story/0,21598,23028065-948,00.html?from=mostpop
    • 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.
    • Sponsorship Framework
    • Lit.Review in Shorthand
      • Alexandris, Tsaousi and James, 2007; AMA 2007; Amis, Slack and Berrett, 1999; Barros, de Barros, Santos and Chadwick, 2007; Bauer, Sauer and Schmitt, 2005; Bennett, Ali-Choudhury and Mousley, 2007; Bloom, Hussein, and Szykman, 1995; Boyle, 2007; Bush, Bush, Clark and Bush, 2005 Fahy, Farrelly and Quester, 2004 Farrelly and Quester, 2003; Farrelly, Quester and Mavondo, 2003; Grohs Wagner and Vsetecka, 2004 Gwinner, 1999; Gwinner and Swanson, 2003; Kent and Campbell, 2007 McDaniel and Mason, 1999; Olkkonen and Tuominen, 2006; Polonski and Speed, 2001; Pope and Voges, 1997; Pope, 1998; Quester and Farrelly, 1998; Roy and Cornwell, 2003; Shannon, 1999; Thomson, 2006; Ukman, 1999 and Weinreich, Abbott and Olson, 1999.
    • Lit.Review Illustrated
    • Sport and Social Change
    • Social Marketing Sport Sponsorships
      • Social marketing
      • “ The adaptation and adoption of commercial marketing activities, institutions and process as a means to induce behavioural change on a temporary or permanent basis ”
      • 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”
    • Lifestyle Sponsorships
      • leverage and activation of the sponsorship through the actions of the individual employees
        • sponsored property employees have to engage in the sponsor endorsed lifestyle or behaviours
        • Relevance is the critical factor in social marketing lifestyle sponsor ship
    • 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
    • Relevance of Lifestyle Sponsorship Event Non Event Relevance Functional Similarity Image Similarity ? Event Image / Team Image Celebrity Association Sponsee's personal life
    • Relevance of Sportspeople for Sport Event Non Event Relevance Functional Similarity Image Similarity Sport Sport team Sports team membership Sports training
    • 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 Summer’s non-sport related scandal
    • Adapting to the Lifestyle Sponsorship Model The Model as it stands…
    • Lit.Review Adapted
    • Relevance
    • The Issues
      • Social Marketing products are uncertain outcomes
        • Certain prohibited behaviours + Specific proscribed behaviours = Uncertain benefits + Certain detriment for the players
      • Increased commercialisation of the player-participant’s personal life
    • Commercial Protection
      • Commercial contractual protection of the personal life of the player-participant
        • Legal restrictions on ambush marketing
        • Limits on the capacity to be declared a “role model” without appropriate compensation
        • Restricted capacity to donate their reputation and personal life to non-sponsoring charity?
    • From here…
    • Future Research
      • Cyclical Sponsorship Model
        • Incremental Model
          • Year 1 to Year 2 to Year 2+n to Year Review
        • Cyclical Model
          • Iterative Learning Process
      • MegaMetaModel
        • B2B model
        • sponsorship-sponsored underway
    • Evolution of the idea
      • History of the Lifestyle Sponsorship
      • Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php ]
      • 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.
    • Four Step Recovery Model
      • 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.