Sponsorship: a new trend

Résumé du document

To start with, it is wise to wonder what sponsorship is. There are two types of sponsorships. The first one is called philanthropic sponsorship or 'charitable contribution' and involves the provision of cash or other resources to a benefactor without any commercial benefit in exchange. The second one, which we will concentrate on, is called commercial sponsorship and involves an exchange, usually of money, for commercial benefit. Just about everything can be sponsored and have a company name or a brand name attached to it, for example, a TV Program such as Cadbury's sponsorship of ITV's 'Coronation Street' or a building such as the O'Reilly Hall at university College of Dublin sponsored by A.J.F. O'Reilly. Sport and art are the most frequently used activities for commercial sponsorship.

Extraits

[...] II) The functions of sponsorship Sponsorship has several functions. The most important is probably to increase public awareness of the brand through media. Another function is to change or maintain a corporate image through the association with the chosen event. As I mentioned before, sponsorship can also overcome advertising bans. Of course, sponsorship provides promotional support for local retailers of a brand, for example through sponsorship of local events. All of these functions can also generate sales. III) Sponsorship also have negative aspects It is important to remember that sponsorship is not necessarily positive. [...]

[...] Another reason for the success of sponsorship is the ability to target very specific segments. That's impossible with traditional advertising techniques and that's also cost effective. The increased number of events available for sponsorship (due to the increased number of leisure activities) also played an important role in that growth. Other reasons are also the fact that sponsored events benefit from big media coverage, that effects of sponsorship can be easily measured and that the events are more and more easily managed. [...]

[...] There are two types of sponsorship. The first one is called philanthropic sponsorship or 'charitable contribution' and involves the provision of cash or other resources to a benefactor without any commercial benefit in exchange. The second one, which we will concentrate on, is called commercial sponsorship and involves an exchange, usually of money, for commercial benefit. Just about everything can be sponsored and have a company name or a brand name attached to it, for example, a TV Program such as Cadbury's sponsorship of ITV's 'Coronation Street' or a building such as the O'Reilly Hall at university College of Dublin sponsored by A.J.F. [...]

[...] The actual media coverage received in relation to that anticipated in advance and that promised by the event organizers is one way to measure it. The effectiveness can also be measured by the number of press releases used by new editors in relation to the number issued. The size of the audience is also significant as well as the number and quality of guests, customers or clients entertained. Feedback of course, is one of the main elements. The last way to measure effectiveness of a sponsorship remains in any attributable change in the sales figures. [...]

[...] IV) How to select events for sponsorship? First of all managers have to consider the image the event would give to the product. We can quote the example of Guinness and the All Ireland Hurling Championship. He also has to consider the appropriateness of the event's target audience to the company as well as the size of the target audience (those attending the event and those listening to or viewing the event via electronic media). There is often a commercial importance attached to the local market or local distribution network. [...]