Sponsorship as a marketing tool

Home Depot Pennzoil Yes, they are all sports sponsors. More importantly, they are successful because sports sponsorships are a major component of their marketing programs.

Sponsorship as a marketing tool

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Sports fans[ edit ] Like all business sectors, sports businesses also rely on market segmentation to effectively market themselves. By doing so, the players and athletes and also their fans develop a loyalty for the products for a longer time.

For example, in many countries cricket and football are extremely popular while in the United States American football, baseball, and basketball are most favored [14] while college sports are also preferred.

There are seven product attributes that differentiate mainstream sports from non-mainstream sports: Accessibility, affordability, and similarity are strongly related to niche sports while popularity, player skill as well as accessibility are strongly related to mainstream sports.

Sponsorship as a marketing tool

Affordability also is a distinguishing factor among fans, as less-identified fans place greater importance on price. This is also seen in media as nationally televised sporting events often promote specific players leading up to games.

Fans also hold different expectations of different sport types and levels of sports, which is essential for sport marketers to understand.

Corporate Sponsorship Inventory Building. Get your leadership team, program team, marketing department, volunteers and current sponsors together and . Sponsorship is a privilege—don't abuse it. When you use sponsorship to build a brand, you are using the most powerful marketing tool you have. A good sponsorship not only allows you to make contact with potential buyers and customers, but it can also promote that priceless marketing tool: word of mouth. Ideally, people who attend an event will continue to talk about your service or product, particularly if they had a good experience at the time.

For example, fans attending a minor league baseball game will compare their experience to previous games attended at minor league baseball games, or even other minor league sports if they have little experience with minor league baseball.

They will not, however, compare a minor league baseball experience to an NFL game as they understand the two experiences will be very different. Companies who sponsor niche sports place the most importance on attributes including cost effectiveness, spectator demographics, and the company fit with the sports image.

Also, with niche sports shown to attract a different type of consumer, [17] these companies desire to increase their public awareness within a specific target market. The benefits of sports marketing are wide-ranging.


Stakeholders involved in sports include leagues, teams, athletes, and fans as well as cities and countries hosting sporting events. The media and businesses who promote their products and services through sports also receive benefits.

Direct benefits to leagues, teams, and athletes include revenue from tickets, media rights, and sponsorships. Cities and countries also receive revenue from taxes, and all of the stakeholders gain from the exposure provided through sports.

Sponsorship as a marketing tool

Outmoded inflexible contracts can leave little budget for the all-important activation, and with fans choosing rival unofficial channels for gossip and insider information, the rewards can be hard won. New and accessible ways to view sports, from mobile to social to VR, means there is less incentive for fans to attend events in person, while more expectation is placed on sports stars to pull off an authentic natural voice for their brands.

In other words it can be defined as follows: Mostly this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others.

They are not title but technical sponsors, but these runs are popular and are not to be missed events for these brands, which create specific advertising campaigns to one of the few competitions that brings together professionals and amateurs under the same chrono.

The event is promoted through local and national media, and has also spread internationally. For example, in Mexico the NFL signed a contract with Cinemexa Mexican movie theater chain, for the right to transmit its games in movie theaters. This displays the potential of sporting leagues and teams to promote not just the event, but the league and teams involved to a worldwide audience.A Comprehensive Solution.

IZEA offers a full suite of content marketing & influencer marketing services for leading agencies and brands. Presents CORPORATE SPONSORSHIP PROPOSAL Print Media Partner Online Media Partner Sponsors. Sponsorship is the fastest growing form of marketing in the U.S., but it's still very much in its infancy.

This is particularly true in the trade show ashio-midori.com can find unlimited opportunities to broaden your competitive advantage with this in mind. Consider using marketing techniques to increase your credibility, improve your image, and build prestige when you sponsor events that attract.

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Corporate Sponsorship Inventory Building. Get your leadership team, program team, marketing department, volunteers and current sponsors together and .

Use of Sponsorship as an Effective Communication Tool. by Maddison Croker on Prezi