Sponsorship Asset Development


Published on

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

Published in: Business, Economy & Finance
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Sponsorship Asset Development

  1. 1. Sponsorship Asset Development Dr Stephen Dann The Australian National University
  2. 2. The Background <ul><li>Lifestyle sponsorship & Lifestyle Breach Recovery </li></ul><ul><ul><li>VTAC, QUIT </li></ul></ul><ul><li>Model of Lifestyle Sponsorship </li></ul><ul><ul><li>This Person’s Life brought to you by Coca Cola </li></ul></ul><ul><li>Model of the Scandal Sponsorship </li></ul><ul><ul><li>This Match Brought to You by Off field Pub Brawls! </li></ul></ul><ul><li>Farrelly and Quester (2003) </li></ul><ul><ul><li>limited research on the B2B relationships in sponsorships </li></ul></ul>
  3. 4. Sponsorship Resource A case of “And then the magic happens”?
  4. 5. Two phases <ul><li>Shared Virtual Asset </li></ul><ul><ul><li>business to business transactions between sponsors and sponsored event </li></ul></ul><ul><ul><li>( Alexandris, Tsaousi and James, 2007; Polonsky and Speed, 2001; Pope, 1998; Quester and Farrelly, 1998; Shannon, 1999 ) </li></ul></ul><ul><li>Sponsorship activation </li></ul><ul><ul><li>image transference, value creation and delivery of sponsorship outcomes </li></ul></ul><ul><ul><li>(Gwinner, 1997; Barros, de Barros, Santos and Chadwick, 2007; Fahy, Farrelly and Quester, 2004; Grohs Wagner and Vsetecka, 2004). </li></ul></ul>
  5. 6. Shared Virtual Asset <ul><li>Sponsored properties (“owner” and “entity”) </li></ul><ul><li>Sponsors (one of potentially many) </li></ul><ul><li>Sponsorship assets (multipart) </li></ul>
  6. 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
  7. 10. Sponsorship Assets <ul><li>Three components </li></ul><ul><li>property identification </li></ul><ul><ul><li>involvement and identification </li></ul></ul><ul><ul><ul><li>(Alexandris, Tsaousi and James, 2007; Gwinner and Swanson, 2003), </li></ul></ul></ul><ul><ul><li>sponsor recognition </li></ul></ul><ul><ul><ul><li>(Quester and Farrelly, 1998; Polonsky and Speed, 2001) </li></ul></ul></ul><ul><ul><li>attitudes towards the sponsorship including </li></ul></ul><ul><ul><ul><li>sponsored property patronage and </li></ul></ul></ul><ul><ul><ul><li>sponsor product use (Gwinner, 1997; Dann, 2008). </li></ul></ul></ul><ul><li>capability </li></ul><ul><li>relationships. </li></ul>
  8. 11. Sponsorship Assets <ul><li>Three components </li></ul><ul><li>property identification </li></ul><ul><li>capability </li></ul><ul><ul><li>sponsorship activation through secondary marketing activity </li></ul></ul><ul><ul><ul><li>(Fahy, Farrelly and Quester, 2004), </li></ul></ul></ul><ul><ul><li>brand building </li></ul></ul><ul><ul><ul><li>(Olkkonen and Tuominen, 2006) </li></ul></ul></ul><ul><ul><li>management of the asset for mutual gain of the sponsor and sponsored </li></ul></ul><ul><ul><ul><li>(Fahy, Farrelly and Quester, 2004; Farrelly and Quester, 2003). </li></ul></ul></ul><ul><li>relationships. </li></ul>
  9. 12. Sponsorship Assets <ul><li>Three components </li></ul><ul><li>property identification </li></ul><ul><li>capability </li></ul><ul><li>relationships. </li></ul><ul><ul><li>virtual nature of the sponsorship asset </li></ul></ul><ul><ul><li>arising from the interaction of the sponsored property and the sponsors </li></ul></ul><ul><ul><ul><li>based around trust, commitment and reciprocity </li></ul></ul></ul><ul><ul><ul><ul><li>(Farrelly, Quester and Mavondo, 2003; Olkkonen and Tuominen, 2006). </li></ul></ul></ul></ul>
  10. 13. Sponsorship Asset
  11. 14. Ongoing development <ul><li>Objectives of the sponsorship </li></ul><ul><ul><li>Promoting the Message, Product or Sponsor? </li></ul></ul><ul><ul><ul><li>Schoolies Week Kit and the Department of Health and Ageing sponsorships </li></ul></ul></ul><ul><ul><ul><li>Unbranded Message Sponsorships (social product) </li></ul></ul></ul><ul><li>Impact of the Sponsor Brand </li></ul><ul><ul><li>Positive, Negative or Switch? </li></ul></ul><ul><ul><ul><li>Does the corporation carry social baggage? </li></ul></ul></ul><ul><ul><ul><ul><li>Alcohol sponsorship of sport </li></ul></ul></ul></ul>
  12. 15. Sponsorship Liability? <ul><li>Sponsor + Sport + Incident + Geographic Location </li></ul><ul><li>1. XXXX + Cricket + Symonds Pub Brawl + Mumbai </li></ul><ul><li>2. KFC + Cricket + Obesity + Australia </li></ul><ul><li>3. Banks + Cricket + Financial Crisis + World Economy </li></ul>
  13. 16. Other Asset Modifiers <ul><li>Event location </li></ul><ul><ul><li>(Mumbai incident / IPL Twenty20 series) </li></ul></ul><ul><li>Consumer Confidence Index </li></ul><ul><ul><li>Sponsorship as a corporate social responsibility issue </li></ul></ul><ul><li>Legacy Properties </li></ul><ul><ul><li>Sponsorship Property Reputations / Team reputations </li></ul></ul><ul><ul><ul><li>Australian Rugby League and Australian Cricket as “unbeatable” </li></ul></ul></ul>
  14. 17. Questions?