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 through the lifestyle sponsorship concept

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Lifestyle Sponsorships: Social Change through sports sponsorship

  1. 1. Lifestyle Sponsorships Social Change through sports sponsorship Dr Stephen Dann The Australian National University
  2. 2. Background to the research <ul><li>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. </li></ul><ul><li>,21598,23028065-948,00.html?from=mostpop </li></ul>
  3. 3. My other scandal was sponsored by a Mercedes <ul><li>AFL star fined for driving on tram tracks </li></ul><ul><ul><li>January 12, 2006 </li></ul></ul><ul><ul><li>The 26-year-old Collingwood midfielder was driving his BMW… </li></ul></ul><ul><li>Cousins quizzed over booze bus incident </li></ul><ul><ul><li>February 17, 2006 </li></ul></ul><ul><ul><li>West Australian police spoke to the footballer today after officers chased two men who fled from Cousins' luxury Mercedes Benz… </li></ul></ul><ul><li>Ben bolted in `fit of panic‘ </li></ul><ul><ul><li>February 17, 2006 </li></ul></ul><ul><ul><li>Westpoint Star Mercedes dealership manager Jason Novatsis confirmed he leased a four-wheel-drive to Cousins. </li></ul></ul>
  4. 4. Sponsorship Framework
  5. 5. Lit.Review in Shorthand <ul><li>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. </li></ul>
  6. 6. Lit.Review Illustrated
  7. 7. Sport and Social Change
  8. 8. Social Marketing Sport Sponsorships <ul><li>Social marketing </li></ul><ul><li>“ The adaptation and adoption of commercial marketing activities, institutions and process as a means to induce behavioural change on a temporary or permanent basis ” </li></ul><ul><li>Lifestyle Sponsorships </li></ul><ul><li>“ 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” </li></ul>
  9. 9. Lifestyle Sponsorships <ul><li>leverage and activation of the sponsorship through the actions of the individual employees </li></ul><ul><ul><li>sponsored property employees have to engage in the sponsor endorsed lifestyle or behaviours </li></ul></ul><ul><ul><li>Relevance is the critical factor in social marketing lifestyle sponsor ship </li></ul></ul>
  10. 10. Gwinner (1997) framework <ul><li>Sponsorship relevance </li></ul><ul><ul><li>direct relevance </li></ul></ul><ul><ul><ul><li>functional based similarity </li></ul></ul></ul><ul><ul><ul><li>occurs where the sponsors products are used in the event </li></ul></ul></ul><ul><ul><li>Indirect relevance – </li></ul></ul><ul><ul><ul><li>“ image-based similarity” </li></ul></ul></ul><ul><ul><ul><li>match between the core values of the consumer and the values represented by the sponsors and sponsorship event </li></ul></ul></ul>
  11. 11. Relevance of Lifestyle Sponsorship Event Non Event Relevance Functional Similarity Image Similarity ? Event Image / Team Image Celebrity Association Sponsee's personal life
  12. 12. Relevance of Sportspeople for Sport Event Non Event Relevance Functional Similarity Image Similarity Sport Sport team Sports team membership Sports training
  13. 13. 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
  14. 14. Adapting to the Lifestyle Sponsorship Model The Model as it stands…
  15. 15. Lit.Review Adapted
  16. 16. Relevance
  17. 17. The Issues <ul><li>Social Marketing products are uncertain outcomes </li></ul><ul><ul><li>Certain prohibited behaviours + Specific proscribed behaviours = Uncertain benefits + Certain detriment for the players </li></ul></ul><ul><li>Increased commercialisation of the player-participant’s personal life </li></ul>
  18. 18. Commercial Protection <ul><li>Commercial contractual protection of the personal life of the player-participant </li></ul><ul><ul><li>Legal restrictions on ambush marketing </li></ul></ul><ul><ul><li>Limits on the capacity to be declared a “role model” without appropriate compensation </li></ul></ul><ul><ul><li>Restricted capacity to donate their reputation and personal life to non-sponsoring charity? </li></ul></ul>
  19. 19. From here…
  20. 20. Future Research <ul><li>Cyclical Sponsorship Model </li></ul><ul><ul><li>Incremental Model </li></ul></ul><ul><ul><ul><li>Year 1 to Year 2 to Year 2+n to Year Review </li></ul></ul></ul><ul><ul><li>Cyclical Model </li></ul></ul><ul><ul><ul><li>Iterative Learning Process </li></ul></ul></ul><ul><li>MegaMetaModel </li></ul><ul><ul><li>B2B model </li></ul></ul><ul><ul><li>sponsorship-sponsored underway </li></ul></ul>
  21. 21. Evolution of the idea <ul><li>History of the Lifestyle Sponsorship </li></ul><ul><li>Dann, S (2007) &quot;Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss&quot; Monash Business Review [Full Paper online at ] </li></ul><ul><li>Dann, S & Dann, S (2005) &quot;Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?&quot; Second Australasian Nonprofit and Social Marketing Conference , Melbourne, 25 September 2005. </li></ul>
  22. 22. Four Step Recovery Model <ul><li>Step 1: Assessing the impact of the breach </li></ul><ul><li>Step 2: Reaffirm the purpose of the Lifestyle Sponsorship Message </li></ul><ul><li>Step 3: Use schema mismatch as a basis for continuing the sponsorship in breach </li></ul><ul><li>Step 4: Endorse the lifestyle message with the sponsee who was in breach. </li></ul>