APA 2134 Lecture 9: DGD 9
17 Aug 2016
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Document Summary
It is an investment (not limited to money- could be hr, tech, and in kind contributions) in an activity (event, sports etc. ) in return for access to the exploitable commercial potential associated with that activity. Sport sponsorship triangle sport, media and corporations. Sport has become an effective and efficient way to communicate to current and potential target markets. It has become popular to market brands through sport using sponsorship. Integrated program example: olympic womens hockey team. Aligns with the characteristics and features of the sport event (halo effect) Considered more involved and vested in the team or sport event. Advertising speaks directly to consumers and uses emotion. Perceived to lack strong association with team or event. Commitment to the sponsorship including financial and human capital (activation commitment: norm is to spend on activation for every dollar spent on sponsorship) Does the event reach our target market effectively (through tv, attendance etc. )
