Sports Sponsorship

Principles and Practices

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SKU: 9780786474318 Categories: , ,

About the Book

This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity—no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.

About the Author(s)

John A. Fortunato is a professor at New York’s Fordham University in the Gabelli School of Business, Area of Communication and Media Management.  He is the author of five books and has published more than 50 journal articles and book chapters.

Bibliographic Details

John A. Fortunato

Format: softcover (7 x 10)
Pages: 228
Bibliographic Info: 8 tables, bibliography, index
Copyright Date: 2013
pISBN: 978-0-7864-7431-8
eISBN: 978-1-4766-0290-5
Imprint: McFarland

Table of Contents

Acknowledgments xi
Foreword by Tony Ponturo 1
Introduction 3
One. Promotional Communication and Persuasion 11
Elaboration Likelihood Model 11
Elaboration Likelihood Model and Promotional Communication 12
Branding Process 15
Achievement of Goals Leading to Persuasion 17
Brand Recall 20
Two. The Principles of Sponsorship 23
Product Placement 24
Sponsorship Defined 26
The Property Need for Revenue 27
Sponsors as Property Promoters 29
The Sponsorship Negotiation Process 30
The Role of Agencies in the Sponsorship Process 35
Three. Sponsorship Selection: Audience Variables, Cost
and Exclusivity 38
Property Selection Overview 38
Property Selection: Target Audience 38
Property Selection: Income 40
Property Selection: Geographic Scope 41
Property Selection: Common Interest 44
Sponsorship Timing 45
Sponsorship Cost 46
Sponsorship Exclusivity 51
Product Category Definition 57
Four. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media 59
Sponsored Elements Within the Broadcast 63
Stadium and Arena Naming Rights Sponsorship 65
Sponsor Role in Stadium Construction and Financing 70
College Football Bowl Game Sponsorship 72
Audience Reaction to Sponsorship 74
Five. Sponsorship Selection: Brand Association 76
Brand Congruence 78
Individual (Self) Congruence 79
Sponsor Congruence 81
Sponsor Congruence: Image 81
Sponsor Congruence: Functional 83
Geographic Congruence 86
Multiple-Sponsor Congruence 87
Consumer Behavior 88
Purchase Congruence 89
Uniform/Apparel Sponsorship 91
University Uniform and Equipment Sponsorship 94
Six. Sponsorship Activation 99
Activation Spending 99
Activation: Planning and Customization 101
Activation: Brand Association 102
Activation: Brand Theme 103
Activation: Fan Experiences 104
Activation in Practice 105
Activation In-Stadium/In-Arena 111
Non-Stadium/Arena Activation 112
Hospitality 114
Credit Card Industry 117
Sponsorship Retention and Renewal 120
Seven. Hindrances to a Successful Sponsorship 123
Advertising Clutter 125
Ambush Marketing 126
Ambush Marketing Practices 127
Ambush Marketing Remedies 129
League and Team Conflict: The Legal Battles 132
League and Team Conflict in Practice 135
Non-Rights Holder Media Conflict 139
Company Scandal 140
Fans of Rivals 141
Eight. Sponsorship of Individuals 143
Endorser Characteristics 144
Expertise 145
Individual Sponsors Activation 145
Athlete and League/Team Conflict 148
Athlete Misbehavior 150
Conflict Repair Strategies 152
Athlete Injury 154
Nine. Sponsorship and Corporate Social Responsibility 156
The Functions of Public Relations 157
Corporate Social Responsibility 158
Sponsorship Selection: A Corporate Social Responsibility Initiative 159
Corporate Social Responsibility Outcomes 160
Corporate Social Responsibility and Sports Sponsorship 161
Ten. Sponsorship Evaluation 172
Methods of Evaluation: Brand Exposure Metrics 173
Evaluation: Digital Technologies 175
Return on Investment (ROI) 176
Return on Objectives (ROO) 177
Evaluation and Planning 178
Who Should Measure? 179
Conclusion 181
References 185
Index 204