Sports Sponsorship

MarketingManagement

Sir. Nadir Munir

SportsSponsorship

Presented By:

Muhammad Asad Abbas Roll No.142013

Contents… Definition History Purpose of Sports Sponsorship Types of Sports Sponsorship

• Individual Athlete Sponsorship• Teams or Squads Sponsorship• Team Shirt Sponsorship• Event Sponsorship• Venue or Stadium Sponsorship• Broadcast Sponsorship

International Sports Sponsorship

Sports Sponsorship in Pakistan

Advantages Limitations Conclusion

Definition…

Sports Sponsorship: Is defined as

Financial support of a sports event, team, club or player in return for advertising privileges.

Reference: ©2005 Pearson Education Canada Inc.

Definition…

Sports Sponsorship: Is a

commercial deal where a business provides support, usually financial, for a team, athlete or event.

Reference: https://prezi.com/u5tsi_5qxf9j/sponsorship-in-sport/

https://prezi.com/u5tsi_5qxf9j/sponsorship-in-sport/

Definition…

Sports Sponsorship: Is a transactional

relationship through which commercial benefits accrue for the sponsor partner and financial or service benefits for the sponsored sport partner.

Reference:

Dr. McConnell

Sports Studies

University of Canberra

http://www.slideshare.net/robinmcconnell/defining-sport-sponsorship

http://www.slideshare.net/robinmcconnell/defining-sport-sponsorship

History… The value of linking sports with

brands has been understood for well over a hundred years, which is why sports marketing is not the new phenomenon.

The real growth in sports marketing is inextricably linked to the rise in TV coverage of sports over the last 60 or 70 years.

First paid athletic event begin in august 28, 1858.

Tobacco cards, featuring the baseball stars of the day, first appeared in the 1870s.

History… Good year tire and rubber company pilgrim

blimp fly over athletic event Sep 1, 1925.

In June 28,1928, Summer Olympics Coca Cola partners with the Olympics and remains a sponsor to this day.

For the Berlin Olympics of 1936, Adi Dassler provided spikes free of charge to the sprinter Jesse Owens.

In Oct 22,1939, The first televised NFL game happened on this date.

History… In Jan 8,1949, First major endorsement

by a female. Babe Didrikson Zaharias signs with Wilson Sporting Goods for $100,000 a year .

In Jan 2, 1966, Ohio University begins offering the first Sports Marketing Degree program in the nation.

In Jun 1, 1984, For the first time the Olympics is privately financed...and...shows a profit.

Purpose of Sports Sponsorship… To Increase Brand Awareness

To Create Exclusivity

To Build Good Will

To Secure Entitlement or Naming Rights

Sales Increment

To Increase Profit

To Avoid Competitors Threat

Enhancing Image

To Build Relationship

Types of Sports Sponsorship…Types of Sponsorship in Sports

– Individual Athlete Sponsorship

– Teams or Squads Sponsorship

– Team Shirt Sponsorship

– Event Sponsorship

– Broadcast Sponsorship

Individual Athlete Sponsorship…an athlete can be sponsored in many

different ways:

The following things can be provided by the sponsor to athlete.o Funds

o Clothing

o Equipment

o Travel

o Hospitality

Individual Athlete Sponsorship…BOOM BOOM a Pakistani Cricket Kit Manufacturer sponsoring S.Afridi,

H.Gibbs and Jade D.

Individual Athlete Sponsorship…Adidas Sponsor Lionel Messi.

Individual Athlete Sponsorship…MRF Sponsor many Cricket Players

Clothing…Red Bull Provide Suits to F1 Drivers.

Clothing…Chevrolet Sponsored shirt of Manchester United.

Equipment…Nike Provide Soccer Kits to Players.

Equipment…BOOM BOOM Provide Cricket Kits to Cricket Players.

Teams or Squads Sponsorship… In Team Sponsorship a company sign contract

with the team.

Provide many facilities or funds to the team.

By organizing events and placing company logo in the stadiums or on the shirts of athletes promote its brands.

Impose some restrictions on the Team members.

Teams or Squads Sponsorship…South African Cricket team Sponsored by Castle Brewery

Teams or Squads Sponsorship…QATAR AIRWAYS is the official Sponsor of Barcelona.

Teams or Squads Sponsorship…SAHARA Channel is the Sponsor of Indian Hockey Team.

Team Shirt Sponsorship…

Many Companies Place logos on the Shirt of

Players.

Provide Funds and Facilities to the Team in its

Return.

Through this strategy Company Promote Itself in

front of large audience.

Easy but expensive way of marketing

Team Shirt Sponsorship…PEPSI Cola International Sponsored PAKISTAN Cricket Team Shirt.

Team Shirt Sponsorship…SAHARA Channel Sponsor INDIAN Cricket Team Shirt.

Team Shirt Sponsorship…PSL Squad Islamabad United Sponsored By Dostea.

Event Sponsorship… Companies Sponsor event for their Promotion.

Place their Logo with the name of Event.(Title Sponsors)

Place Sign boards in the grounds during the Match.

Capture large Number of audience.

Maximum times get positive results.

Event Sponsorship…COCA-COLA official Partner of Olympics.

Event Sponsorship…DLF is the Title Sponsor of Indian Premier League.

Event Sponsorship…Hyundai is the official sponsor of NFL.

Broadcast Sponsorship… In Broadcast T.V and Radio Channels Play Live Sports

Event on air.

During these events Different companies promote their Brands by showing Ads or Commercial.

Through this type of sponsorship companies get benefits in the form of sales increment

Provide funding to Channels for their services.

This type of Sponsorship is very complex and difficult to design or plan and also very expensive.

Large number of audience is targeted from this type of Sponsorship because millions of People watch and listen to T.V and Radio.

Broadcast Sponsorship…



International Sports Sponsorship…International Brand Ambassadors (athlete sponsorship)

Lionel Messi becomes the TATA motors global brand ambassador

International Sports Sponsorship…International Brand Ambassadors (athlete sponsorship)

Jenson Button (F1 Driver) is Global Brand ambassador of Gillette

International Sports Sponsorship…International Brand Ambassadors (athlete sponsorship)David Beckham (Soccer Player) is Global Brand ambassador of SAMSUNG

International Sports Sponsorship…International Event Sponsors

SAMSUNG is official sponsor and Partner Of Olympics.


SONY is official sponsor and partner of FIFA world Cup Brazil 2014


HYUNDAI is the official sponsor and partner of ICC CWC 2015

Sports Sponsorship in Pakistan…

Brand ambassadors From Pakistan (Athlete Sponsorship)Shahid Afridi is new brand ambassador of Haier.

Sports Sponsorship in Pakistan…Brand ambassadors From Pakistan (Athlete Sponsorship)

Waseem akram is brand ambassador of Ufone.

Sports Sponsorship in Pakistan… Teams Sponsors of Pakistan

PEPSI Cola International is official Sponsor of Pakistan Cricket Board (PCB) PEPSI logo is placed on the Pakistan’s cricket team uniform. PEPSI pay good amount to Pakistan’s cricket team Players for acting in T.V advertisements of

its beverages. AQUAFINA mineral water is used by Cricket players during Matches and it’s a source of

promotion.

Sports Sponsorship in Pakistan… Teams Sponsors of Pakistan

National Bank of Pakistan is official sponsor of Pakistan’s National Hockey Team NBP logo is placed on the Pakistan’s cricket team uniform NBP Provide Facilities and Financial support to the Team

Sports Sponsorship in Pakistan… Event Sponsors of Pakistan

HBL is the Title Sponsor of PSL 2016.

Sports Sponsorship in Pakistan… Event Sponsors of Pakistan

Haier organize Cricket tournaments in Pakistan.

Advantages… Brand enhancement – tying up with another individual, event, or organisation

that has a strong reputation can enhance your company’s reputation simply by association

Awareness raising – your brand name will gain visibility and be included in media coverage e.g. the London Marathon takes the name of the lead sponsor, the 2103 marathon is referred to as the “Virgin London Marathon”

Generate or increase sales – this could be directly e.g. selling your product at the event you have sponsored, or indirectly – a positive change in audience attitude or awareness leads to purchase

Cost effective – sponsorship can be more cost effective than mainstream advertising

Limitations… Negative image association – a sponsorship deal can give out negative

messages e.g. if the sports individual you are sponsoring is caught cheating or there is crowd trouble at the football event you are sponsoring.

Lack of control – many of the variables (e.g. weather, media coverage, attendance etc.) are uncontrollable.

Sponsorship clutter – an overload of sponsors, normally at high-profile events such as the Olympics, can turn off the target audience and ensure that no one sponsor stands out.

Ambush marketing – ‘the practice whereby another company, often a competitor, attempts to deflect some of the audience to itself and away from the sponsor’.

Conclusion… According to my opinion Sports sponsorship is

a better way of promoting a brand. Through sports sponsorship a brand can easily

hit on the psychological and emotional perspectives of its consumers.

It helps to build long and loyal relationship. It is many times cost effective then many

other forms of advertisement (i.e. T.V commercials).

Some times it is opposite to the expectations and create difficulties for the brand if the event or the athlete do some thing wrong.

That’s why it is very complex marketing strategy and need better consideration for planning and proceeding.