Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Sponsorship in a National and International Environment

Author: Christian Lucas

Publisher: Springer

ISBN: 3658076844

Category: Business & Economics

Page: 185

View: 1786

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.

Sponsorship: For a Return on Investment

Author: Guy Masterman

Publisher: Routledge

ISBN: 1136365109

Category: Business & Economics

Page: 280

View: 7829

Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.

Sponsorship

its role and effects / the Global Media Commission of the International Advertising Association

Author: International Advertising Association (1938- ). Global Media Commission

Publisher: N.A

ISBN: N.A

Category: Corporate sponsorship

Page: 18

View: 7516

Event Sponsorship

Author: Ian McDonnell,Malcolm Moir

Publisher: Routledge

ISBN: 1136288783

Category: Business & Economics

Page: 146

View: 9920

This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.

Sponsorship

By Narcotics Anonymous

Author: Fellowship of Narcotics Anonymous

Publisher: NA World Services Inc

ISBN: N.A

Category: Self-Help

Page: N.A

View: 5834

Sponsorship: The Unconventional Guide

Author: Daniel Hall

Publisher: Lulu Press, Inc

ISBN: 1329838068

Category: Business & Economics

Page: N.A

View: 5707

Marketing strategies have, over the years, evolved into an arena of different tactical methods in promoting products that range from people to things. One such method, which has been growing at a rapid speed, is sponsorship. Although it’s still in what we may consider in its ‘infancy stage’, numerous companies have adapted the use of sponsorship as one of their major promotional tools. Grab this ebook today to learn everything you need to know.

Project Sponsorship

An Essential Guide for Those Sponsoring Projects Within Their Organizations

Author: David West

Publisher: Routledge

ISBN: 1351908413

Category: Business & Economics

Page: 256

View: 4433

The role of project sponsor is critical in large projects during the development of the business case, for governance and assurance and as the person who decides that the project should continue or close at any stage. Yet in many organizations the skills of the sponsor are often assumed; he or she will be a senior manager who may well have no practical project experience at all. David West explains the roles and skills that lie at the heart of effective sponsorship. The sponsor acts as a lynch-pin between the Board and the Project Manager, communicating and translating requirements downwards and resource needs, progress and constraints back upwards. An over-zealous sponsor may be tempted to assume some of the project manager's responsibilities, whilst an ineffective sponsor may be invisible, leaving the project manager uninformed by, and unrepresented to, the Board. Project Sponsorship includes exercises, examples and case histories from the real world of projects. It is an essential guide for anyone assuming the important role of managing the business case of the project and will help you ensure that the organization is 'doing the right things' as well as 'doing things right'.

Sports Sponsorship and Marketing Communications

A European Perspective

Author: Wim Lagae

Publisher: Pearson Education

ISBN: 9780273687061

Category: Business & Economics

Page: 248

View: 7703

Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives. This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship. This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.

Sponsorship's Holy Grail

Six Sigma Forges the Link Between Sponsorship & Business Goals

Author: Raymond Bednar

Publisher: iUniverse

ISBN: 0595348122

Category: Business & Economics

Page: 102

View: 7194

Who holds the upper hand when a company considers investing millions of dollars in a hot sponsorship property? All too often, sponsors find themselves considering what look like "take it or leave it" deals with little or no guarantee of a return on their investment.Sponsorship's Holy Grail levels the playing field for sponsors by providing an objective, step-by-step, process-driven methodology that assures that the relationship will deliver measurable results. Whether considering a new sponsorship opportunity, monitoring performance of an existing relationship or entering into negotiations for renewal, Sponsorship's Holy Grail puts the prospective sponsor in an unprecedented position of strength. Learn to negotiate based on business goals. Obtain the most essential sponsorship benefits without paying for unproductive frills. Compare opportunities with confidence. Best of all, be confident and prepared when the chairman calls to find out what the company is getting for its money. A ballplayer wouldn't think of stepping up to home plate without a bat in his hands. After reading Sponsorship's Holy Grail, corporate decision-makers will be ready to knock their next sponsorship deal out of the park.

Art and Business

An International Perspective on Sponsorship

Author: Rosanne Martorella

Publisher: Greenwood Publishing Group

ISBN: 9780275950002

Category: Art

Page: 268

View: 2191

Reveals how and why private companies support the arts. In time of global competition and the withdrawal of government support, corporate patronage is crucial to the survival of the arts. This is the first book to treat this subject in a scholarly fashion with groundbreaking research.

Sports Sponsorship and Brand Development

The Subaru and Jaguar Stories

Author: M. Beck-Burridge,J. Walton

Publisher: Springer

ISBN: 0230508227

Category: Business & Economics

Page: 196

View: 7954

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Project Sponsorship

Achieving Management Commitment for Project Success

Author: Randall L. Englund,Alfonso Bucero

Publisher: John Wiley & Sons

ISBN: 9780787985172

Category: Business & Economics

Page: 224

View: 3056

If You Want What We Have

Sponsorship Meditations

Author: Joan Larkin

Publisher: Hazelden Publishing

ISBN: 9781568381923

Category: Self-Help

Page: 366

View: 531

If You Want What We Have

IEG's complete guide to sponsorship

everything you need to know about sports, arts, event, entertainment, and cause marketing

Author: Lesa Ukman

Publisher: Ieg, Incorporated

ISBN: N.A

Category: Business & Economics

Page: 43

View: 5774

Sports Sponsorship

Principles and Practices

Author: John A. Fortunato

Publisher: McFarland

ISBN: 1476602905

Category: Sports & Recreation

Page: 228

View: 4950

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.

The Sponsorship Handbook

Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

Author: Pippa Collett,William Fenton

Publisher: John Wiley & Sons

ISBN: 0470979844

Category: Business & Economics

Page: 246

View: 8397

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post

Carry This Message

A Guide for Big Book Sponsorship

Author: Joe McQ

Publisher: august house

ISBN: 9780874836530

Category: Self-Help

Page: 192

View: 4672

A companion book to The Steps We Took offers tools for helping others find recovery and new life through the AA Twelve Step program.

Handbook on the Economics of Sport

Author: Wladimir Andreff,Stefan Szymanski

Publisher: Edward Elgar Publishing

ISBN: 1847204074

Category: Sports & Recreation

Page: 830

View: 8579

The editors should be commended for taking on such a big task, and succeeding so well. This book should be in the library of every institution where students have to write a paper that may be related to sport, or on the shelf of any lecturer teaching economics or public finance who has even a remote interest in sport. The material is very accessible, and useful in many different settings. Ruud H. Koning, Jahrbücher f. Nationalökonomie u. Statistik Edward Elgar s brilliant market niche is identifying a topic in economics, finding editors who know the area backwards and challenging them to assemble the best cross-section of relevant articles either already published or newly commissioned. Handbook on the Economics of Sport is Edward Elgar at its very best. If you love economics you ll find many fascinating insights here; if you love sport but know little economics then this book is mostly accessible and will teach you a lot; and if you are a sports-mad economist then you will be in hog heaven. Furthermore, if, like this reviewer, you are broadly very sceptical about the reports consultants produce for governments on the supposed economic windfall from hosting a big event or subsidising a stadium then you will get a lot of good counter-arguments in this volume. Indeed there are several chapters on the above theme that I m sure I ll be copying frequently to government officials in years to come. . . The demand for sport is a fascinating subject and it is hard to pick out just one chapter from the second section. Read them all they make a wonderful 65-page treat. . . Part VI was a real feast, a smorgasbord. . . This is a magnificent piece of work and the 36-page index rounds it all off splendidly. John Blundell, Economic Affairs The book covers the most important areas of research of an emerging economic sub-discipline spanning the past half a century. It serves admirably the purpose of an introduction into the rich and growing area of reflection for all concerned. . . the editors and authors of the Handbook have done a commendable job of accumulating sophisticated material for many economists, managers, politicians and self-conscious fans, who are sure to find excellent training ground for the whole heptathlon. . . This book will be invaluable for advanced students investigating professional sport. From the point of view of lawyers, particularly those engaged with the relationship between law and sports governance, the Handbook offers invaluable analysis of the economic issues that are alluded to in those debates but rarely examined in detail. . . These insights will also prove useful for policy analysts and sports administrators for whom many sections should be considered mandatory reading. Aleksander Sulejewicz, Journal of Contemporary European Research Over 800 pages on the economics of sport. What a feast! What a treat! The editors have done a wonderful job both in terms of breadth from David Beckham to child labour in Pakistan and depth, tournaments and luxury taxes for example. . . The 86 chapters are uniformly of a very high standard and illuminating. And there are real gems in some of the contributions. British Journal on the Economics of Sport This very interesting and comprehensive book achieves its objective, namely to present an overview of research in sports economics at an introductory level. . . [The editors] have produced an excellent reference book that belongs in all academic institutions libraries. It provides extensive introduction to the growing body of literature in the rising field of economics of sport. The book s relevant monographs should be read by institutions, cities and countries prior to their committing major resources towards sports facilities or a sporting event. James Angresano, Journal of Sports Economics One could think of this book as the sports-and-economics counterpart to Joy of Cooking, because it will satisfy the needs of those with a keen interest in such subjects as the