1) Sport sponsorship can help companies heighten visibility, shape consumer attitudes, and communicate commitment to a lifestyle. 2) There are many benefits to sponsorship, including wide exposure from events, vast publicity opportunities, and the ability to target communications by age, income, geography and gender. 3) Originally dominated by beer and tobacco, the biggest sponsors now include packaged goods, retail, and financial services. Measurement of sponsorship effectiveness can be challenging but sales metrics provide some insights.

1. SRB551- SPORT SPONSORSHIP
PREPARED BY:
NURSYAFIQAH BT SALAMAT (2011570387)
NORHASRIANI BT MUHD NOR (2011556703)
NUR AQILA BT ROSLAN (2011175543)
NUR SHAFIKAH BT SHAARI (2011175409)
MUHAMMAD AZRUL NIZAM B. ZAINAL ABIDIN
(2011309519)

2. 1. 2. 3.
Shape Communicate
Heighten commitment
consumer to a particular
visibility attitudes lifestyle
Ø Sponsored
property Ø Individualized
Ø Wide
represents for communication
exposure of
brandswith Ø Opportunities
events
huge are divisible by
Ø Vast publicity
advertisement age,income,
opportunities
budget geography and
Ø Image driven gender

3. 4. 6.
5. 7.
Business to
business Differentiate
Entertain
Merchandising
marketing: product from clients opportunities
incenting competitors
the trade
Ø Sponsoring
Ø Compe''on
offers Ø Marketers need
for
shelf
space
Ø Sponsor for to have relevant
opportunities for
Ø Sponsorship of hospitality promotions for
category
all types can be opportunities consumers at the
exclusivity
used to incent Ø Networking point of purchase
Ø Platform for
wholesalers, (P-O-P)
creating
retailers, dealers currency with
and other customers
intermediaries in
the distribution
channel

4. 9.
8. 10. 11.
Combat larger
Achievement
Showcase advertisement Drive of multiple
product budgets of sales objectives
attributes competitors
Ø Promo'on
sales
Ø Sponsorship
Ø A1en'on
to
Ø Technique offers the
product
benefits
Ø Cost
used such as possibility of
Ø Demonstrate
effec'veness
fund-raising achieving
product
in
ac'on
effort around its several goals
sponsorship, at once
giving free
admission or
pass with the
purchase of the
products

6. • Originally, sponsorship
domain of beer and
tobacco company but
nowadays, the biggest
users include packaged
goods, retail and
financial services.
• If a company have an
activation and over
servicing, it will
produce sponsorship
and advertising.

7. Most active
business categories
in sponsorship
Category
spor'ng
goods
7%
10%
media
retailer
7%
banks/financial
services
telecommunica'on
9%
8%

8.
Con'nuity
Image
-­‐ability
to
Compa'bility
extend
-­‐to
impose
our
brand's
personality
Media
-­‐
Draw
broadcast
and
print
coverage
around
the
world
Ability
To
Incent
Retailers
-­‐
To
convince
retailers
Ability
To
Leverage
Audience
-­‐
Have
a
mul'-­‐ Composi'on
brand
involvement.
-­‐
The
popula'on
of
people
surrounds

9. Exclusivity
Product
-­‐
Category
of
Showcase
exclusivity
-­‐
Credibility
of
product.
Efficiency
offered
-­‐
Strategy
of
sponsorship
use.
Ability
To
Impact
Consumer
Sales
-­‐the
crea'vity
of
promo'on.
Measurability
Ease
Of
-­‐
The
successful
of
Administra'on
process.
-­‐
The
management
of
the
organizer.

10. 1)Enhancing
visibility
or
awareness
• Posi've
publicity
helps
create
heightened
visibility
of
products
or
services.
• Seeking
wide
exposure.
• Using
print
and
media
electronic.
2)Enhancing
image
• Improved
perceived
targets
audience.
• Be
as
a
caring
organiza'on.
• Looking
for
the
event
that
have
a
rub-­‐off
effect.

11. 3)Developing
distribu'on
channels
• Ways
to
fasters
closer
'es
with
distribu'on.
• Involved
distributors
fully
in
promo'ng
campaigns
by
presents
opportunity.
• Socialize
key
decision
makers
with
provides
opportunity.
4)Reaching
new
markets
segments
• Strategy
to
reach
new
subscribers/market
• A1en'on
of
a
broad
audience
of
similar
interest.

12. 5) Differentiating From 6) Gaining Recognition in
Competitors
a Market
" To counteract other Ø Used sponsorship to gain
competitors by sponsoring. recognition in the market
" Goal – Increase visibility, dominated by larger companies
target audiences often for certain brand.
perceive sponsorship in a Ø While in the packaged goods
positive way. market the primary brand is the
product, in services the entire
company becomes the brand.

13. 7) Developing a bonding 8) Bypassing legal constraints
between consumers, distributors
and/or employees
• Intention to boost the morale of v More of oblique use of
its employees. sponsorship.
• Exclusively to impress clients v Others eg: polemical
(e.g. Visa sponsorship of the products, clutter, zapping in
Rugby World Cup in 2003, was medias and the increase of
among others things, used as a leisure time devoted to sports
platform for an extensive (Meenaghan, 1999).
employee reward and
motivation scheme worldwide).

14. q
Mor e
readily
‘measured’.
q
Easy
to
assess
the
effec'veness
of
an
on
sit e
sales
promo'on
or
increase
in
store
traffic

15. 1) S t r e t c h i n g
t h e
3) I n c r e a s i n g
c o m m u n i c a 3 o n
m e r c h a n d i s i n g
budget.
ac3vity
v Eg
:
Jom
Heboh
v E . g .
s i g n i n g
a n
a g r e e m e n t
t o
become
the
“Official
2)
Promo3ng
repeat
S o c
D r i n k ”
f o r
purchases
Marathon-­‐100Plus
v Objec'ves:
v
E.g.
arranged
i) To
increase
sales,
for
free
admission
shares,
profits
privileges
by
ii) T o
p r o j e c t
t h e
purchases
other
image
in
the
minds
products
of
consumers.