GRP Presentation- Sport Sopnsorship in Nepal

8/10/2019 GRP Presentation- Sport Sopnsorship in Nepal

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SPORT SPONSORSHIP-LINKEDMARKETING COMMUNICATION:

A Study of Nepalese Organizations

BANDANA ARYAL

MBA

Apex College


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Background of the Study

Sport sponsorship is of great importance since it is

the part of the promotional mix that supports the

interest of the company by associating it with sport

events

Sport sponsorship has a history of 30 years and less

than 2 decade in Nepal

No record of research on sport sponsorship in Nepal


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Sponsorship

Provision of assistance either financial or in kind to

as activity by a commercial organization for the

purpose of achieving commercial objectives

(Meenaghan, 1983)

Sponsorship holds a unique position in the marketing

mix


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Statement of the Problem

Very few research done internationally

No any research done in Nepal

Sporting events are not being commercialize

Those who sponsor in sporting events are unaware of

its marketing values


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Statement of the Problem

What are the objectives of sport sponsorship used by

Nepalese companies?

How can the selection process in sport sponsorship

be described?

How can the effectiveness of sport sponsorship be

evaluated?


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Objectives of the Study

To find the reason behind using sport sponsorship by

various companies

To find out the objective of sport sponsorship for

companies

To find out the selection procedure use by different

companies in sport sponsorship

To find out the effectiveness of sport sponsorship onincrement on sales volume


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Research Design &

Methodology

Research Design

Descriptive Research

Quantitative Research Technique

Location Kathmandu Valley

Sampling

Convenience Sampling 150 Respondents

2 Organizations


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Research Design &

Methodology

Instrument for Data Collection

Structured Questionnaire

In-depth Interview

Secondary Information Data Collection Procedure

Collect through personal visit

Analysis of Data Data collected from above instrument were analyzed,

categorized, ordering, ranking and tabulated through MS Excel


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Results & Discussion

Descriptive AnalysisKhetan Group

Objectives of Sport Sponsorship Corporate image, client entertainment, employee relations, public awareness,

public perception and CSR Brand Awareness, brand building, generate visibility, generating publicity to

avoid clutter and media reach

Selection Process in Sport Sponsorship Popularity of sports (Football)

Popularity of events (National Division League)

Relatedness with the nature of the product (Red Bull)

Possibility of increasing brand awareness

Geographical reach of sport and events


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Evaluation of Sport Sponsorship Effectiveness

How effective was the event? To what extent, did event impact the target

public?

Did event change the targeted public in unexpected ways?

Whether desirable or undesirable? How cost effective was the event?

What was the lesson learned that will help improve the future events?

In-event surveys

Post-event surveys


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Surya Nepal Private Limited Objectives of Sport Sponsorship

Strengthening Surya Nepal as a trademark

Employee incentives, community relationships, reaching other executives,

enhancing recruiting and increasing consumer involvement

Brand positioning, increase sales and reach the target market

Generate visibility and publicity

Selection Process in Sport Sponsorship

Popularity of sports with their target group

Relatedness with the nature of the product

Possibility of increasing brand awareness

Association of sport and brand (Golf in Nepal and Surya Nepal)

Geographical reach of sport and events


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Evaluation of Sport Sponsorship Effectiveness

In-event Surveys

Post-event Surveys

Sales Conversion Surveys

Lead Tracking

Media Coverage Analysis


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Quantitative Analysis

Respondents Profile

Gender wise participation of the respondents

Male (74.7%), Female (25.3%)

Age wise participation of the respondents

15-25 (44%), 26-35 (52%), and 35 and above (4%)

Profession of the respondents

Students (44%), Service (40.67%), Business (14.67%) and Professor(0.67%)


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Involvement of Brand on Sport Sponsorship

Sponsorship of Different Sports

18.00%

10.00%

43.33%

28.67%

CG

Khetan Group

Ncell

Surya Nepal

13.33%

80.00%

6.67%

Cricket

Football

Golf


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Importance of Media on Sport Sponsorship

The importance of

using of the media on

sport sponsorship Mean

Standard

Deviation

Minimum Maximum

Increase brand

recognition 1.42 0.821 1 4

Increase customer loyalty 2.23

0.86

1

4

Increase sales volume 1.97 0.948 1 4

Develop brand

awareness 1.75 0.984 1 4


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Relationship between sports and brand involvement in sport

sponsorship.

Sports having most

sponsorshipTotalCricket Football Golf

Brand

involvement in

sport

sponsorship

CG 4 21 2 27

Khetan Group 2 12 1 15

Ncell 9 54 2 65

Surya Nepal 5 33 5 43

Total 20 120 10 150


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Findings

Sport sponsorship in Nepal is in primitive stage

Organization mainly sponsor in events rather than

teams

Organization mainly sponsors the sport which

represents and resembles their brand

They relate sport sponsorship as corporate social

responsibility

Sporting events also develop positive perceptions

about brand and company


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Conclusion

A sport of broad public interest is more attractive to

sponsor than other types of sports

It is important that it exist image compatibility

between the sponsor and the sports entity

Long-term relationships in the sponsorship are

important criteria for both the sponsor and the sports

entity Local sponsorship strengthens community and

regional relations


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Recommendations

More research need to be done on sport sponsorship

in Nepal

Organization should select sporting events

according to the nature of product or services

Sporting events should not only directed towards

marketing strategy but also should be focus more

towards CSR activity


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Thank You

Documents

GRP Presentation- Sport Sopnsorship in Nepal