What makes the effectiveness of Red Bull strategies in sport sponsorship industry?

Résumé du document

The purpose of the project is to study what makes the effectiveness of Red Bull strategies in the sport sponsorship industry by relying on three mains objectives to answer this question, first showing which objectives Red bull try to achieve, and what strategies they are implementing. Then it will allow us to understand why they are so successful and to show that they are revolutionizing sport sponsorship. To achieve those objectives we will review the literature and conduct a survey to potential Red Bull consumer.

Sport sponsorship has come a long way since the Roman Empire. When gladiator fights were staged by the wealthy as a means of displaying their power and influence within the local community. Nowadays sports sponsorship has turned into one of the most effective marketing tool for companies and they are using it as a way to build brand loyalty and support. This method proves to be effective in a world slightly hostile to all kind of marketing communication. According to IEG sport sponsorship report, sport sponsorship represent more than 65% of 2013 projected sponsors' expenditures.

Extraits

[...] “Furthermore, whereas sponsorship requires leveraging (promotional spending in addition to the sponsorship fee) to obtain the greatest value, advertising is often sponsorship most valuable leverage” T.Bettina Cornwell, Clinto S. Weeks, Donal P. Roy (2005), another revolution made by Red Bull was avoiding leveraging (as defined in the statement above) by directly purchasing a team. They can appear everywhere (stadium, Jersey . ) without paying any fee to the league or any institutions. So, even if their objectives are the same than others companies using sport sponsorship, they are precursors to this new way of sports sponsorship/partnership. Going straight to the source. [...]

[...] Journal of Advertising. June Duff, A. (Nov 4,2010) Red Bull's $675 Million formula 1 spending Spree Helps Brand Top Ferrari. Bloomberg .Available on (http://www.bloomberg.com/news/2010-11-03/red-bull-s-675-millionformula-1-spending-spree-helps-brand-top-ferrari.html) (Jan 2013) Sponsorship Outlook: Spending Increase Is Double-edged Sword. IEG Sponsorship. [...]

[...] www.oboolo.com What makes the effectiveness of Red Bull strategies in sport sponsorship industry? Marketing Research Proposal www.oboolo.com Table of content: Abstract Introduction Objectives Literature review: Method section: Data Collection Outputs Timescale Budget References www.oboolo.com Abstract The purpose of the project is to study what makes the effectiveness of Red Bull strategies in the sport sponsorship industry by relying on three mains objectives to answer this question, first showing which objectives Red bull try to achieve, and what strategies they are implementing. [...]

[...] www.oboolo.com Outputs The purpose of the research proposal was to demonstrate the effectiveness of Red Bull strategies regarding sport sponsorship. This study could confirm to Red bull that their strategies are good and that they have to keep doing it. However the most important output is for others companies. Studying Red bull strategies will probably show that their way of doing sports sponsorship is better than other companies and therefore that they should use this kind of sponsorship instead of there own. [...]

[...] The review will also show us how Red bull strategies differ from others companies regarding profit sponsorship. - Then we will develop a quantitative questionnaire to understand clearly what consumer feel about sport sponsorship and if its working. We will also try to find out if Red bull strategies www.oboolo.com (being more than a sponsor and own team or organize event) are working. The main purpose being to outline the fact that Red bull strategy is precursors and effective. Questionnaire draft: A. [...]