New media, branding and global sports sponsorship (original) (raw)
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Sports sponsorship applications as a public relations tool for creating brand recognition
Medianali Znanstveni Casopis Za Medije Novinarstvo Masovno Komuniciranje Odnose S Javnostima I Kulturu Drustva, 2010
In today's conditions, it is inevitable for the producers to be unique, to become brands that are known and recognised. Day by day, the concept of branding gains more importance within fast developing and changing societies. In this era, where competition atmosphere is inevitable and we are just in the middle of the marketing network, it is important to be different. Being different can only be possible with branding products and sustaining the customer loyalty by protecting those brands. It is not needed to be the producer; but also to bring a value to the product manufactured, to elevate it and make it unique. Real sales and being unique in the sector can only be possible under these conditions. In this study, after the theoretical study of the Internet and public relations is made, the website forms and contents of the 2010 World Basketball Championship Main Sponsors are analysed, their communication breakdowns are determined and solutions are developed.
Sponsorship Applications in Digital Sports Marketing
Proceedings of the International Scientific Conference - Sinteza 2023
The dizzying pace of technology is causing radical changes in the sports industry. Sponsorship applications are also one of the areas where these great changes are experienced. Because of the digitalization of sponsorship practices, rights holders and sponsor brands need support from technology and software companies to communicate with the changing fan profile. Technology and software companies are involved in next-generation sports sponsorship in two ways. The first is to provide technical support to the rights holders and sponsor brands, and the second is to establish a sponsorship structure in which they are included. This research aims to determine the sponsorship practices of technology and software companies in the sports sector. The working group of the research consists of seven employees of the technology and software company which has an office in Istanbul. Content analysis technique has been used to analyse the data of the research. In line with the answers obtained from the content analysis, the themes of strategy, brand development and sponsorship, and sub-themes of these themes have been created. It has been concluded that technology and software companies collect useful data and create value by interacting with fans through sports sponsorship activities, they increase brand awareness among fans, they reach large audiences including fans and non-fans consumers by working with beneficiaries and co-sponsors, and they carry out digital marketing activities.
Digitalization and Sports Sponsorship Strategy: A Review and Research Agenda
Annals of Applied Sport Science
Background. The sports industry has been transformed through digitalization processes. One traditional area of sports marketing strategy that has changed significantly is sponsorship. Objectives. To reveal how digitalization has impacted sports sponsorship strategies according to the findings of academic articles in leading sports management journals. In light of the dramatic transformation of sports sponsorship in recent times, a new research agenda is proposed. Methods. One hundred eighty-nine articles from five high-impact sports journals were systematically selected and classified according to Jin's (2017) categorization. An in-depth analysis of 23 articles related to digital media was performed and compared to Santomier's (2008) literature review to understand the evolving academic discourse on the changing nature of sports sponsorship and propose a research agenda for the near future. Results. A research agenda is proposed to understand the new sponsorship dynamics in the digital landscape focused on the analysis made of the three studied categories: Sports and the internet, consumer behavior, and sports marketing strategy. Conclusion. The continuous evolution of digital technologies challenges academics and practitioners to keep pace with the impacts of digitalization in sports sponsorship, which requires a new research agenda to raise questions to be answered in future research.
Contemporary dimensions of sports sponsorship
Timisoara Physical Education and Rehabilitation Journal, 2014
Marketing developed close relation with sponsorship since the beginnings of the industrial era of sports. The relation has transformed in a stable relation, the two forces - the sponsor and the sponsored - transforming into two companions of journey. The effort undertaken in this work was focused on analyzing the modern aspects of the partnership generated through sports sponsorship.The current issue and sport sponsorship has come a long way since the first action of its kind until now. Based on the presentation of new concepts on the development efforts in sport sponsorship, content provides a detailed analysis of the actual specifics of this type of activity. Analysis of influence vectors sponsorship process gives us a picture of the forces that can act on this. At the end of our research we focused attention on elements that empowers sports portfolio in terms of corporate interest, the potentiation commercial message and image association. This technique of promotional community ...
Sport Sponsorship as a Strategic Tool
Research background. Sponsorship and sports marketing have been in existence for years and now have been greatly expanded and developed. Organizers of major events can hardly expect to receive some funds without expecting to give something back in return. Historically, sponsorship originated as an inexpensive addition to the marketing mix and was perceived as a philanthropic endeavour. In other words, corporations classified sponsorship as a donation and it was not considered a ‘marketing expense’, but nowadays it has changed significantly (Abiodun, 2011; Seguin et al., 2005). The attitude changed with regard to sponsorship when corporations began searching for a return on investment from donations made to various organisations (Meenaghan, 1991; Ramanantsoa, Thiery-Balé, 1989; Wilkinson, 1993). This came after a substantial increase in resources allocated to sponsorship, meaning that sponsorship became increasingly recognised as a valid promotional tool, a business expense that needed justification in the form of Return On Investment (Seguin et al., 2005). In addition, we have to keep track of constantly changing information. Nowadays, sponsors are increasingly more strategic in their approach to seeking value from sponsorship opportunities. Therefore, it is meaningful to understand that sponsorship is beneficial for both sides. Sponsorship proposals, for sport organizations, can help to achieve investment opportunities for business enterprises. For sponsors themselves, sponsorship can achieve even the most important company goals, such as access to a new marketplace, increased sales, (which directly will bring the capability of an organization to grow), increased popularity, strengthened image. Nowadays, sponsors are increasingly more strategic in their approach of seeking value from sponsorship opportunities. Furthermore, it is very important to understand how sponsors decisions will affect all of the organization in a strategic prospect. This could take us to a better comprehension of the key areas to be considered in the development of sponsorship proposals. Many of sports sponsorship proposals are counterproductive, because not taking into account the existing relationship between sponsorship and companies strategies. Results and findings. Organization situation is the firm’s goals, capabilities and resources. In organizations one of the most important strategic goals is to increase popularity, strengthen the image, achievement on the new market segment resources (Mitchel et al., 2013; Lane, 2009). The company can be sponsoring sport events which can bring new markets to it, positioning against competitors and other objectives. Product – market situation is the product category comparison new to the marketplace, growing, maturing or declining (Lane, 2009). Sponsoring can help achieve new marketplace, increase in sales which directly will bring capability of the organization to grow. A company involved in sports sponsorships can send instant messages to millions of potential buyers, generate community goodwill part, but most importantly it can increase market share and profit (Bocse et al., 2012). Competitive situation is how many competitors there are. What are their characteristics and marketing methods (Lane, 2009)? In essence, sport sponsorship has become a powerful marketing strategy used by firms to communicate with vast external and internal audiences to differentiate themselves from competitors (Cornwell, 2008), with the ultimate goal to orienting consumer’s preferences toward sponsors’ products (Barros, Silvestre, 2006) (Biscaia et al., 2013). Companies that are able to successfully tap into a consumer’s psychological connectedness with a sports team and can become more meaningful to that consumer (Henseler et al., 2011), what makes benefits and extension for brands and relationship. Environmental situation is what industry-wide and company–specific environmental opportunities and threats are most important (Mitchel et al., 2011; Lane, 2009). Quinn defines strategic decisions as “those decisions that determine the overall direction of an enterprise and its ultimate viability in light of the unpredictable and the unknowable changes that may occur in its most important surrounding environments.” (Shank, 2009, p. 342). It is a two-way street for both the sports entity and the sponsoring organization whereby the latter, tends to associate itself or its brands with the positive images obtained by the unique personality of the sporting event (Abiodun, 2011). The advantage of image building, promoted in a long term strategy, lies in the impact it has on an audience – target accurately determined because of the fittest event (Bocse et al., 2012). In our research we define the scope of effect of sport sponsorship on sponsors and reveal the sports sponsorship opportunities and links in sponsors’ strategic planning. The research method is content analyses and systemizing based upon theoretical framework. Keywords: sponsorship, sport sponsorship proposal, strategy.
The Dynamics of Brand Equity, Co-Branding, and Sponsorship in Professional Sports
Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance ofb~and creation, brand awareness, brand image, brand identity and brand equity. Professiinal sports teams have become top sports brands through leverage with major corporate sronsors. Sports marketers have had to become much more entrepreneurial to create competitte advantage for sports organizations and to deliver relationship value to consumers. Corporate sponsorships are prominent drivers of brand strategy around the world. They help f eate an extended consumer experience and are becoming a strategic vehicle for co-lranding partnerships between spo1is organizations and multinational corporations. This study repmis data from a survey of top marketing and comm, nications executives in sports and corporate organizations in New Zealand, and a qualitatite content analysis of core documents and websites. The study provides insights for sports n 1 arketers seeking to (I) use sponsorship as a prominent driver of brand strategy; (2) employ c&-branding as a strategy to create an extended consumer experience; and (3) build strong bradds through efficient co-branding articulation strategies. The study also provides recommJndations for sp01is organization and corporations to formulate their marketing commlmications and brand strategies from the perspective of a co-branding relationship.
Recently, traditional marketing communication elements are faced with challenges of reaching increasingly fragmented consumer markets. The companies are forced to find new communication ways due to the highly cluttered market environment. Consequently, corporate sponsorship of sports has become an increasingly popular and one of the fastest growing marketing communication tools which bypasses media clutter and provides the environment where a brand can differentiate itself from the others. Red Bull sponsors various kinds of sport and athletes and through the years became the representative brand of 'extreme sports culture' social identity. Therefore, the paper focuses on the Red Bull sport sponsorship and strives to investigate its possible effects and reveal its impact on different aspects of brand equity. Throughout the paper several theories within the fields of cognitive and behavioural learning are applied. First part of the analysis investigates sponsorship through the spectrum of cognitive learning mechanisms whereas second part explores Red Bull's sponsorship from the behavioural perspective. Achieved findings identify seven specific effects concerning company's sponsorship. Furthermore, several researches within the field of brand equity assist to relate sponsorship effects to the different elements of brand equity. During the analysis David A. Aaker's proposed brand equity model is used in order to underline different elements of brand equity. The obtained results indicate that Red Bull implemented sponsorship generates several positive outcomes which in turn influence all aspects of company's brand equity. Therefore, Red Bull's sponsorship could be seen as a proper marketing communication tool in order to achieve company's objectives.
Sport-related branded entertainment: the Red Bull phenomenon
Sport, Business and Management: An International Journal, 2016
Purpose The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement. Design/methodology/approach Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed. Findings A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships. Research limitations/implications This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept. Practical implications The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool. Originality/value This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.
Examining integrated advertising and sponsorship in corporate marketing through televised sport
2012
To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semistructured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.
Red Bull Branded Sport Entertainment: A New Concept in Sport Marketing
2014
AIM OF ABSTRACT/PAPER Driven by digitization the sport media landscape has been changing radically. Formerly passive consumers are now prosumers able to actively access time-shifted and geo-shifted sport content online using new devices such as Internet-enabled HDTV's, smartphones and tablets. Digital applications (apps), websites and social media provide various options to receive as well as create content. In contrast to the past, when most consumers could be reached by print and TV advertising, the current situation is characterized by 'media overflow' and 'information overload'. Thus, marketers are challenged to think beyond traditional advertising strategies in favor of new ways of communicating with prosumers. 'Branded entertainment' (Duttenhofer 2006) is a new marketing concept that has limited focus in sport marketing literature. It can be defined as a smart integration of advertising into entertainment content. In most cases, because the promotio...