The efficiency of sports sponsorship as a communication tool

Résumé du document

My many researches related to the documents provided led to the realization of a literature review. The subject of sponsorship going back to former times, I could find a very rich documentation with sometimes very different points of view.

Extraits

[...] He is also considered by as a donation from which one does not expect to make a profit (Meenaghan, 1991). Philanthropic sponsorship was seen during this year as a liberal approach: "philanthropic sponsorship looks at objectives related to the improvement of corporate image and social recognition in the context of the community" (Armstrong, 1988). Sponsoring is an activity of the human history since a very long time, we can take for example the sport sponsorship who was already present during many sports competition (essentially for political reason) or during gladiators fights. [...]

[...] and Reinhard, M.-A. (2012), "Effects of strategic exiting from sponsorship after negative event publicity", Psychology & Marketing, Vol No pp. 240-256. Miah, A. (2012), "Viewpoint: London 2012, a social media Olympics to remember", available at: www. bbc.co.uk/news/technology-19191785 (accessed 16 April 2015). Qiu, Q. (2010), "Games attract big money in sponsorships", China Daily, available at: www.chinadaily.com.cn/business/2010-11/16/content_11557659.htm (accessed July 10, 2010). Olson, E.L. (2010), "Does sponsorship work in the same way in different sponsorship contexts?", European Journal of Marketing, Vol Nos pp. [...]

[...] Thus, the definition of activation is consistent with the view that fans are no longer happy to passively consume advertising content but want to actively engage with and experience sponsor brands (Dees, 2011). In this context, the use of social media within sponsorship activation has grown (Chanavat and Desbordes, 2014). This new way of communicating with the consumer in connection with sponsorship has become a standard for any company concerned with maintaining and retaining the people who follow the community and therefore the new products. [...]

[...] Two notable studies have explored how sponsors are using social media, with a focus in both cases on the Olympic Games (Abeza et al., 2014; Geurin and Gee, 2014). Looking at TOP sponsors of the Sochi 2014 Winter Olympic Games, Abeza et al. (2014) identified that these sponsors are using Twitter to communicate content, allowing them to achieve a range of objectives such as promotion, athlete encouragement and customer appreciation. Companies must therefore be very skilled and maintain at all costs this new door that opens the new digital tools (Youtube, Twitter, Facebook, Instagram . [...]

[...] (1991). Prioritising the sponsorshipaaudience. European Journalaof Marketing, 25(11) Cornwell, B.T. and Maignan, I. (1998), "An international review of sponsorship research", Journal ofaAdvertising, Vol No pp. 1-21. Cornwell, B., Roy, D. and Steinard, E., II. (2001), "Exploring managers' perceptions of the impact of sponsorship on brand equity", Journal ofaAdvertising, Vol No pp. 41-51. D'Astous, A. & Bitz, P. [...]