Lesson 8.2
Sponsorship Growth
A. Sponsorship spending in North America shows consistent growth over the past 20 years
1. Growth of sponsorship in North America (includes sports, entertainment and events) 15
2. Projected global sponsorship spending in 2014 according to IEG will reach $55.3 billion17
3. Sponsorship investment levels
a. Sponsorship is a primary source of promotion for many major corporations
B. Factors influencing growth of sponsorship
1. Unique promotional opportunity (“outside the box” mentality), providing some separation
from traditional media
2. Technology and increased media interest in sports and entertainment programming 19
a. Bolstered by the increased commercialization of radio and television through
commercials
b. Introduction of new media outlets
3. Growing frustration with traditional media
a. Companies began feeling that it was too challenging to distinguish themselves from
the large number of additional companies advertising
b. The average individual sees 5,000 sales messages daily, making it hard for
companies to get consumers to remember their products 20
4. Increased levels of consumer acceptance
a. Studies have indicated that public perception of sponsorship is far more positive than
traditional forms of advertising
5. Global nature of sports and entertainment 21
a. Sponsorship provides a means for crossing the language barrier
b. The Olympics Games consistently receive multi-national support via sponsorships
from an industry-diverse clientele
C. Cause marketing
1. Cause marketing refers to marketing efforts that tie an organization with a charitable
cause
2. sports and entertainment marketing
3. Cause marketing is not: 25
a. Pure philanthropy or sponsoring an event without expecting a return on the
investment
4. How can you tell if it is cause related marketing? 25
a. There is a marketing objective associated with the activity
b. The marketing activity is measured
c. The program is promoted
5. Cause marketing example
D. Sponsorship as a unique medium 27
1. What differentiates it from traditional media?
a. Allows a company to tap emotional and intimate appeals of customers
b. Integrates the positive feelings of sports and entertainment events with company
products, services and staff
c. Sponsorships help reach segmented targets that mass media typically proves
ineffective
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d. Showcases a company’s products and services in an environment representative of
a consumer’s particular lifestyle
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