1.06 Scoring Customers Through Sponsorships Part 2

1.06 Scoring Customers Through Sponsorships Part 2

Explain the nature of sponsorship in the sport/event industries 

Open Ended

What kind of brand image do you think Deloitte is trying to build with its sports sponsorship selections?

Reasons for selecting a sport/event entity (cont.)

• Create an entirely new sport/event entity, referred to as "owning a sport" (ex. Vans Triple Crown of Surfing event)

• Align the business' brand image with the the interests of the business’s target market (ex. Audi sponsors sailing and equestrian events)

Open Ended

Name sponsors that would make a good match with mountain biking, rock climbing, tennis, and bowling events

Another risk is "Guilt by Association". If a sport or event develops a negative image, it can negatively impact sponsors that are associated with the event. 

Ambush Marketing

• Occurs when a business tries to associate with an event to gain recognition as a sponsor, even though it is not. (ex. Bavaria T-shirts at World Cup)

• This kind of behavior, although highly controversial, is perfectly legal and quite common because it typically works.

• Another ambush tactic is purchasing large amounts of commercial time before or during an event.

• Interviewing athlete endorser during the event (ex. Nike at the Olympics)

Open Ended

Ambush marketing is legal but do you think it is ethical - why or why not?

1.     Sponsors attempt to exploit their sponsorships by building marketing activities around their initial investment.

a.     Take M&M’S sponsorship of NASCAR racer Kyle Busch, for example.

b.     Not only do M&M’S logos appear on Busch’s cars, uniforms, and other racing equipment, but you can also access information about products and racing on social networking sites and purchase a number of M&M’S racing products.