Chapter 13
Identify the sponsors
shown at the Mets’
CitiField.
1. According to the
hierarchy of effects ,
what are the likely
marketing objectives
for these brands ?
2. How many of these
are unknown brands
trying to increase
awareness?
Explain how Geico’s sponsorship of the Mets (or a local team) could influence fans to transfer
affinity with the team to Geico. What kinds of things would Geico need to do for fans to see the
brand as more distinct? Why would more passionate fans be likely to pay attention to the sponsors
at the game?
1.
2.
3.
4.
5.
Passionate fans recall
sponsors better than less
passionate fans.
Related brands fare better
than unrelated brands.
Prominent brands fare
better than unknown
brands.
Congruent brand images
fare better than incongruent
brand images.
Plausible brands fare better
than implausible brands.
Without looking, write down all of
the brand names you can recall
from the picture of the Mets’
stadium.
1.
2.
3.
4.
5.
Passionate fans recall
sponsors better than less
passionate fans.
Related brands fare better
than unrelated brands.
Prominent brands fare
better than unknown
brands.
Congruent brand images
fare better than incongruent
brand images.
Plausible brands fare better
than implausible brands.
Now, which of the following brands do
you recall from the CitiField picture?
Count the number out of 15. Why do
you recall some better than others?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Geico
Caesar’s Palace
Bob’s Furniture
Alliance Building Supplies
Budweiser
Fox News
GoldUSCoins.com
Verizon
Nikon
Sharp
Lincoln-Mercury
Spongetech.com
Citibank
SNY
Pella
Compared to less passionate fans,
passionate fans recall sponsorship
associations because of:



Frequent attendance and media
consumption —passionate fans gain
more exposure to the sponsor.
High involvement with the sport and
identification with the team—
passionate fans are highly attentive to
information related to the event and the
property.
Emotional intensity—passionate fans
deeply elaborate or think about sponsor
messages.

Think of the last time
you visited a new
stadium or arena.
 How did your level of
passion for the team
influence your exploring
the facility and
otherwise paying
attention to what was
going on at the game?

Category: The brand offers products in
the same category as the property.
Example: Nike sponsors the New York
Yankees who use (Nike) sporting goods.

Customers: The brand’s target market
overlaps the target market of the
property. Example: Lexus sponsors MLB
teams whose upscale buyers of premium
seats and season tickets also buy Lexus
cars.

Consumption: The brand’s products are
frequently consumed by fans at events
of the property. Example: Coke sponsors
the San Francisco Giants because
beverage consumption is a major part of
sporting events.

Think back to the Mets’
example. Most New York
fans would find these
easiest to recall because of
related:
 Category: SNY (The
official Sports Network
for NY)
 Customers: CitiBank
(Large NYC Bank)
 Consumption: Budweiser
(Baseball & beer)


Assume you are selling
sponsorships for your college or
university.
Based on the five principles
discussed,
 What companies make sense
as potential sponsors?
Develop a prospect list for
your school.
 Which current sponsors don’t
make sense? What should
they do with these sponsors?

Insert picture of local
stadium or arena here.


Select one of the less prominent
and unrelated sponsors for your
local team. Based on the text’s
discussion of the implications
for the sponsor, what would you
advise them to do?
What specific suggestion do you
have for helping them
manufacture relatedness?

Insert picture of local
stadium or arena here.
What is sponsorship
activation?
 How is brand
sponsorship activation
different from brand
advertising?

 For example, how is
AT&T’s sponsorship of
the Dave Matthews
Band different from its
TV ad campaigns?
Adidas pays $15 million annually for
its sponsorship of the MLS
(through 2018).
 How much should Adidas expect
to spend on brand activation?
 What do some of the top brands
spend on activation?
 In terms of exposure to build
awareness among its target
market, could Adidas buy this
exposure at better costs
elsewhere?
State Farm’s promotional objectives
for sponsorships include generating
leads (in order to write new auto
and home insurance policies) from
two key segments:
 Hispanic families
 Moms over 35 with children at
home
 Select a local team and design a
sponsorship activation strategy to
reach these targets for State Farm.





Which activation tools will you use?
How could a custom branded presence at
the team’s venue facilitate reaching State
Farm’s objectives?
What live marketing events would you
plan?
How would you design customer data
capture?
Table 13.2 Sponsorship Activation Inventory
Visual/Audio Media
Event Promotion
Naming rights
Live marketing
Signage
Exhibits
Licensing/Rights to logos
Sampling
Program advertising
Player appearances
Broadcast ads or mentions
Promotional items
Public address
Cross promotions
announcements
Scoreboard ads
Networked promotions
Interactive digital media
Hospitality
Data/Research
Parties
Customer data capture
Lunches/dinners
Pre-event research
Player appearances
Event research
Private meeting facilities
Post-event research
Premium seating
Custom branded presence


As you review the goals of
an activation strategy, how
many of these are
accomplished with signage
at the stadium?
Think of a recent visit to a
major sporting event.
Based on these criteria,
which sponsors did the
best job of brand
activation?