Olympic Sponsorship
Seminar
Debbie Sadd & Ian Jones
April 2008
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Controversy in design!!
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Worldwide Partners
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London 2012 Official Partners
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Official supporters
so far…….
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Beijing Worldwide Olympic
Partners
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Beijing 2008 Partners
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Sponsors
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Exclusive Suppliers
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Difference in
titles
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World wide partners – Olympic Sponsor
Beijing Partners – Beijing 2008
Sponsors – not partners
Exclusive Suppliers – not sponsors but
exclusivity of product on Olympic Sites
• Suppliers – not exclusive
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What is Sponsorship?
“Sponsorship is a business relationship
between a provider of funds, resources or
services and an individual, event or
organisation which offers in return, rights
and association that may be used for
commercial advantage in return for the
sponsorship investment.” (BDS
sponsorship,2008)
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Sponsorship
• Charitable donations - No commercial return is
expected although a company make use donations to be
seen as a good corporate citizen.
• Corporate patronage - A half-way house between
donations and sponsorship, patronage generally
provides only some recognition of a company’s activity
among a relatively small, though influential, group. It is
more common in the arts than sport.
• Corporate hospitality
• Public/community relations - Sponsorship of sport can
be used to meet objectives on a company’s social or
political agenda.
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The 4 Key Principles of Sponsorship
Mutual benefit
Both parties should gain from
a sponsorship agreement.
Example - V.festival
Independence
It is important that the
independence is not
compromised by agreements
with external parties.
Equal partnership
Transparency
It is important both parties form
equal relationships with each other
as it shows a positive working
attitude for its membership and
target audience. An active working
partnership will enhance the
relationship for both parties, and
strengthen the task in hand.
It is important that any sponsorship
agreement with a company is not
seen as an endorsement of their
product or organisation. This will be
achieved by making the relationship
transparent to the public and staff in
both organisations.
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Benefits for Event
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Financial Investment
In-kind services
Marketing and media expertise
Event brand enhancement
Product and service offers for event
goers
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Benefits for Sponsor
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Increased brand awareness
Brand image enhancement
Product trial/service exposure
Sales or hospitality opportunities
Market interactivity
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Why marketers Sponsor
Events
• To identify a particular target market or lifestyle
• To increase awareness of company or product name
• To create or reinforce consumer perceptions of key brand image
association
• To enhance corporate image dimensions
• To create experience and evoke feelings
• To express commitment to the community or on social issues
• To entertain key clients or reward key employees
• To permit merchandising or promotional opportunities
• To enhance recruiting efforts
• Connections to athletes and celebrities
• Reach top executives from other businesses
• To demonstrate and display new products or existing products at the
event
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Ingredients of Sponsorship Proposals
(based on contractual agreement)
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The rights to use team or organisational logos
Naming rights
The identification of sponsors in literature and event advertising
The extent of corporate hospitality
The rights to sell an event
The opportunity to perform sales promotion activities
(Sport and Event Marketing, 2001)
While there is no one correct format for sponsorship proposals, the most
successful ones are customised to the sponsor. The sponsorship
program is designed to meet the specific marketing needs and
objectives of the targeted company.
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Objective Setting I
• There are 4 main groups of
objectives that are used by the
marketing managers for a
successful sponsorship.
- Corporate Objective : This
aims at public awareness and
corporate image. This will
potentially lead to stronger
bonds with the clients and
potential and existing
customers.
- Brand / Product Objective:
This aims to increase sales
and brand awareness through
the current target market.
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Objective Setting II
- Communications
Objective: This tends to be
short-term, only focusing on
the quantity of the sponsorship
and not quality. It is used to
generate publicity not solely at
the target market.
- Personal Objective: This
objective is to raise the
employee’s morale and
company loyalty, it is purely a
management interest.
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References
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Anon., (2007). Sponsorship - definition, information, sites, articles. Unknown.
Available from: http://www.marketingterms.com/dictionary/sponsorship/
Anon.,(2007). Sponsorship-definition, information, sites. Unknown available
from: http://www.sponsorship.co.uk/in_sponsorship/in_sponsorship.htm
Busby, R,. (Unknown). BDS Sponsorship. London. Available from:
http://www.sponsorship.co.uk/in_sponsorship/in_sponsorship.htm
Pope, N. & Turco, D. (2001) Sport & Event Marketing, Roseville, NSW: McGraw-Hill Australia
Anon., (2004). The History Of The Football League. Unknown. Available from:
http://www.football-league.premiumtv.co.uk/page/History/0,,10794,00.html
LeDrew, J,. (Unknown). Publications & Resources. Halifax. Available from:
http://www.sportnovascotia.ca/contents/publications/resources/marketing/sponso
rship_proposal.htm
McGarry, L,. (2007). Carphone Warehouse Pull Celebrity Big Brother
Sponsorship - Unreality TV. Unknown. Available from:
http://www.unrealitytv.co.uk/celebrity-big-brother/breaking-news-carphonewarehouse-pull-celebrity-big-brother-sponsorship/
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References
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Prosser, D,. (2007). When Sponsorship Deals Go Bad. London. Available from:
http://findarticles.com/p/articles/mi_qn4158/is_20070728/ai_n19446552
P, A.F,. (2007). Adidas Drops T-Mobile After Doping. London. Available from:
http://www.theage.com.au/news/sport/adidas-drops-tmobile-overdoping/2007/11/10/1194329521302.html
Anon., (1993). Best Practise – Sponsorship. What you should expect from the parties
involved. London: ISBA Publications.
Wragg, D,. (1994). The effective use of Sponsorship. London: Kogan Page Limited.
Anon., (1999). The European Legal Alliance – Ambush Marketing. London. Available
from
http://www.ad-sponsorshiplaw.com/InfoCentre/briefingnotes/ambushmarketing.pdf
Kotler, P. & Keller., (2006), Marketing Management, 12th Edition, Prentice Hall, Upper
Saddle River, NJ.
Anon., (2008). IEG Sponsorship. Unknown. Available from:
http://www.sponsorship.com
Skinner, B. & Rukavina, V. (2003). Event Sponsorship, John Wiley and Sons, New
Jersey
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