Sponsorship Asset Development
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Sponsorship Asset Development

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ANZMAC Presentation on the development of a major metamodel covering the business to business activities that underpin the creation of a sponsorship asset

ANZMAC Presentation on the development of a major metamodel covering the business to business activities that underpin the creation of a sponsorship asset

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  • 1. Sponsorship Asset Development Dr Stephen Dann The Australian National University
  • 2. 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
  • 3.  
  • 4. Sponsorship Resource A case of “And then the magic happens”?
  • 5. 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).
  • 6. Shared Virtual Asset
    • Sponsored properties (“owner” and “entity”)
    • Sponsors (one of potentially many)
    • Sponsorship assets (multipart)
  • 7.  
  • 8. 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
  • 9.  
  • 10. 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.
  • 11. 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.
  • 12. 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).
  • 13. Sponsorship Asset
  • 14. 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
  • 15. 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
  • 16. 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”
  • 17. Questions?