Sponsorship Asset Development Dr Stephen Dann The Australian National University

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

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

Sponsorship Resource A case of “And then the magic happens”?

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).

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).

Shared Virtual Asset Sponsored properties (“owner” and “entity”) Sponsors (one of potentially many) Sponsorship assets (multipart)

Sponsored properties (“owner” and “entity”)

Sponsors (one of potentially many)

Sponsorship assets (multipart)

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

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.

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.

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.

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.

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).

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).

Sponsorship Asset

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

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

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

Sponsor + Sport + Incident + Geographic Location

1. XXXX + Cricket + Symonds Pub Brawl + Mumbai

2. KFC + Cricket + Obesity + Australia

3. Banks + Cricket + Financial Crisis + World Economy

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”

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”

Questions?