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COMMERCIAL SPORTS SPONSORSHIP.
Term Paper ID:25692
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Essay Subject:
Business strategy of sponsoring large sports events, purpose, history, economics, examples.... More...
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8 Pages / 1800 Words
11 sources, 24 Citations,
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Paper Abstract:
Business strategy of sponsoring large sports events, purpose, history, economics, examples.
Paper Introduction:
HISTORY OF SPORTS SPONSORSHIP
Introduction
This research reviews the history of commercial sports sponsorship. The research also speculates on the future of the practice.
Text of the Paper:
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Commercial sports sponsorship has theability, "perhaps not possessed by other methods of marketingcommunications, to reach all major corporate publics in a singlecampaign."[17] In the case of the primary public-the targeted consumers,marketers employ commercial sports sponsorship to achieve two majormarketing communications objectives. These definitions are followed by reviews of(1)the earliest practices of sports sponsorship, (2) early sportssponsorship in the United States, (3) development of commercial sportssponsorship, (4) motivations for commercial sports sponsors, and (5) thefuture of commercial sports sponsorship.Defining Commercial Sports Sponsorship and Commercial Sports Sponsors The costs associated with staging sports events may be generated in anumber of ways. As is true of all methods ofcommunications, commercial sports sponsorship possesses certain strengthsand shortcomings and for maximum effect must be integrated into an overallmarketing communications program. [1 ]Sponsorship Research International, Annual Estimates ofSponsorship Expenditure (London: SRI, 1994), 14.. [2]R. [17]Meenagahan, 8 . "We Deserve the Games People Play." Financial Post, 25 July 1992, 42.----------------------- [1]N. While advertising,rights licensing, and sports sponsorship all are associated with themarketing communications process, each activity fulfills a different rolefor both the sports event or team and the underwriting sports sponsor. "Something Must Be Done." Sports Illustrated 71 (2 October 1989): 92-1 7.Woodworth, N. Throughout the history of sportssponsorship, also, governments have fulfilled the role of sportssponsorship. Annual Estimates of Sponsorship Markets. London: SRI, 1994.Telander, R. [24] Grimm, 26-3 . Mandell, Sport: A Cultural History (London: Allyn & Unwin,Ltd. D. [13]Shergill, 95-115. "The Role of Sponsorship in the Marketing Communications Mix." International Journal of Advertising 1 (January 1991): 35-48.Murphy, L. Murphy, "The Controversy Behind Event Marketing: WithIncreasing Public Pressure on the Tobacco and Beer Industries, the Futureof Corporate Sponsorship As A Marketing Tool Remains Cloudy, At Best,"Sales & Marketing Management 137 (October 1986): 54-56. Boosters quickly gained control, "albeit often hidden,"of college and university athletic departments because of the money theycould supply to, or withhold from, the programs.[6] These men convincedthe colleges and universities that what was good for the athleticdepartment was also in the best interest of the school. Either that or they liked things theway they were."[7]The Development of Commercial Sports Sponsorship Commercial sports sponsorship represents one of the most significantmarketing developments in recent decades.[8] While limited activity incommercial sports sponsorship was evident in the first half of thetwentieth century, the major growth in commercial sports sponsorship hasoccurred since 197 . [7]Telander, 95. Meenagahan, "Point of View: Ambush Marketing-Immoral orImaginative Practice?" Journal of Advertising Research 34 (September-October 1994): 77-88. In the earlier daysof sports sponsorship, however, individuals and groups of individualsfrequently provided the underwriting necessary to stage a sports event or asports team.[2] Such individuals and groups were referred to morefrequently as patrons than as sponsors; however, the function theyperformed was that of sports sponsorship. [22]Meenagahan, 77-88. Shergill, "The Changing US Media and Marketing Environment:Implications for Media Advertising Expenditures in the 199 's,"International Journal of Advertising 12 (1993): 95-115. Commercial Sports Sponsorship The initial discussion defines commercial sports sponsorship andcommercial sports sponsors. The dominant world markets for sponsorship are the United States andWestern Europe with 1993 expenditures of $3.7 billion and $3.8 billion,respectively.[11] The Pacific market for commercial sports sponsorshipalso has grown dramatically, increasing its share of the world sponsorshipmarket from 13 percent to 22 percent between 1987 and 1991.[12] Faced withdiminishing advertising effectiveness due to factors such as clutter,zapping, audience fragmentation, and spiraling media costs, marketers areincreasingly relying on commercial sports sponsorship as a cost-effectiveaccess route to target markets.[13] The rapid growth of commercial sports sponsorship in the United Statesdates to 197 s when advertising by tobacco companies was restricted.[14]Commercial sports sponsorship provided the tobacco marketers with amarketing communications alternative to advertising. Annual Estimates of Sponsorship Expenditure. The truly explosivegrowth of commercial sports sponsorship, however, began with the OlympicGames in Los Angeles in 1984. [12]ISL Marketing Ltd., Annual Estimates of Sponsorship Markets(London: ISL, 1992), 1 . When one speaks of an entity external to the sports event or sportsteam that becomes a sports sponsor, one most often in the contemporaryperiod is referring to a major corporate enterprise. [16]Meenagahan, 77-88. HISTORY OF SPORTS SPONSORSHIP Introduction This research reviews the history of commercial sports sponsorship.The research also speculates on the future of the practice. "The Controversy Behind Event Marketing: With Increasing Public Pressure on the Tobacco and Beer Industries, the Future of Corporate Sponsorship As A Marketing Tool Remains Cloudy, At Best." Sales & Marketing Management 137 (October 1986): 54-56.Shergill, S. [6]Telander, 95. Telander, "Something Must Be Done," Sports Illustrated 71 (2October 1989): 92-1 7. [8]T. Meenagahan, "The Role of Sponsorship in the MarketingCommunications Mix," International Journal of Advertising 1 (January1991): 35-48. "The New Olympic Gold." Brandweek 36 (11 September 1995): 26-3 .Hill, C. The formative years of the Professional Golfers Associationtours, as an example, relied heavily on municipal sponsorship for bothprize money and the underwriting of operational expenses. [15]M. D. Woodworth, "We Deserve the Games People Play," Financial Post,25 July 1992, 42. Even in ancient Greece, sport reflected the economicand social ethos of its place and time.[3] Sports participants wereprovided for by their patrons, who, more often than not, were the city-states of the day. Summary This research reviewed the history of commercial sports sponsorship.The research also speculated on the future of the practice. Sport: A Cultural History. [3]Mandell, 49. [21]ISL Marketing, Ltd., 12. [5]R. BibliographyGrimm, M. Kodak built ahighly effective campaign centering on consumer products such as film,batteries, and cameras using the highly appropriate "Go for the Gold"theme.[23]The Future of Commercial Sports Sponsorship The future of commercial sports sponsorships appears to be in thedevelopment of long-term relationships between sports events and sportsteams, on the one hand, and commercial sports sponsors, on the otherhand.[24] Most major corporations active in commercial sports sponsorshipview long-term relationships are the best strategy to maximize the benefitsto the sponsoring organization of such arrangements. In fact, however, remuneration and patronage was associatedwith sports long before the concept of amateurism was introduced as asocial value in 1896. [18]T. "When it becameobvious that this was no longer the case, if it ever had been, theadministrators of the schools felt they didn't have enough power-real powerlay in the hands of the trustees or state legislators-to make any changesin the existing athletic structure. [4]C. Olympic Politics. This growth of commercial sports sponsorship is"symptomatic of the desire of marketing communicators to open up new andcost-efficient lines of access to customer groups."[9] Given its suitability as a method of global communications, commercialsports sponsorship now represents a major worldwide industry.[1 ] In 1993by way of illustration of this point, worldwide commercial sportssponsorship expenditures were estimated at $1 .8 billion. [9]S. [2 ]Sponsorship Research International, 17. Manchester, England: Manchester University Press, 1992.ISL Marketing Ltd. 1989), 44. London: IS, 1992.Mandell, R. "The Changing US Media and Marketing Environment: Implications for Media Advertising Expenditures in the 199 's." International Journal of Advertising 12 (1993): 95-115.Sponsorship Research International. In thecontemporary period, both municipal and regional governments sponsor bothsports events and sports teams through the development of the physicalfacilities required or through the provision of financial guarantees thatenable sports authorities, organizing committees, or sports teams togenerate the capital required to develop such physical facilities.The Earliest Practices of Sports Sponsorship Because the creation of the modern Olympic Game in 1896 enshrined theconcept of amateurism into the Olympic sports ethic, a general perceptionhas developed that the monetarization of sports is a twentieth centuryphenomenon. The Olympic theme was used to enhance brand image on aworldwide basis and particularly with the youth market. "Point of View: Ambush Marketing-Immoral or Imaginative Practice?" Journal of Advertising Research 34 (September-October 1994): 77-88.Meenagahan, T. Sports sponsorship, by contrast,permits an entity to promote itself as an official sponsor of some sportsevent or sports team in return for underwriting all or parts of the costsof staging the event or operating the team in question. [19]Meenagahan, 77-88. These marketing communicationsobjectives are associated with awareness and image development at both thecorporate-level and the brand-level.[18] Each sponsored activity, whether it is a sports or arts event or thesponsored broadcast of an event has an intrusive effect on publicconsciousness in terms of generating an audience.[19] As an example, the1994 World Cup in soccer was expected to have a gross cumulative televisionaudience of 31.2 billion viewers,[2 ] while the 1992 Barcelona Olympics hada cumulative audience of 1,262,346, viewers in Japan alone.[21] As well as generating an audience and thereby influencing corporate orbrand awareness, a sponsorship program can also transfer certain imageconnotations inherent in the activity onto the sponsor.[22] An example ofimage transfer is provided by Kodak and that corporation's 1988 Olympicinvolvement. [14]L. Grimm, "The New Olympic Gold," Brandweek 36 (11 September1995): 26-3 . [23]Meenagahan, 81. The city-states staged the events, and support for theathletes, for its was important in that day to the various political,commercial, and military endeavors in which a city-state competed withother city-states of the Hellenic world that a city-state be wellrepresented in the sports competitions.[4] The athletes, in turn,performed large financial inducements.Early Sports Sponsorship in the United States The monetarization of sports through sponsorship in the United Statesdates back to the 185 s, when boosters- businessmen who "boosted" collegeand university sports programs with funding-decided that one way to promotetheir communities as optimistic, growth-oriented places worthy of politicaland capital investment was to support the athletic programs of their localcolleges.[5] This attitude and these objectives harked directly back tothe Greek city-states and their promotion and sponsorship of sports eventsand participants. London: Allyn & Unwin, Ltd. One increasingly popular strategy is to persuade an entityexternal to the sport to underwrite such costs through a sponsorshiparrangement.[1] Sports sponsorship differs from both advertising andrights licensing. [11]Sponsorship Research International, 14. 1989.Meenagahan, T. Hill, Olympic Politics (Manchester, England: ManchesterUniversity Press, 1992), 142. A major factor in the growth of commercialsports sponsorship has been the near phenomenal technological developmentof electronic communications.[15] The advances in globaltelecommunications, together with the globalization of the internationaleconomy, may be expected to fuel even greater growth in commercial sportssponsorship.Motivations for Commercial Sports Sponsors The sponsorship of a particular event or broadcast program enables thesponsor to achieve awareness effects with the audience generated by theevent and further benefit in image terms from being associated with thatevent.[16] Commercial sports sponsorship fits quite naturally alongsideadvertising, public relations, sales promotion, and selling as an elementof the marketing communications mix in that its basic function lies inachieving communications objectives. Rights licensing may involve an authority to produce andmarket products with themes of a sport or sports event, or the authority tobroadcast sports events electronically.
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