1、SPONSORSHIP PROGRAMFeng JingCHAPTER OBJECTIVES Comment on the growing importance of sports sponsorships as a promotion mix elementDesign a sponsorship programUnderstand the major sponsorship objectivesProvide examples of the various costs of sponsorshipIdentify the levels of the sports event pyramid
2、Evaluate the effectiveness of sponsorship programsDefinitionSponsorship:investing in a sports entity(athlete,league,team or event)to support the overall organizational objectives,marketing goals,and promotional strategies.The sponsorship processSponsorshipobjectivesSponsorshipbudgetingSponsorshipacq
3、uisitionImplementing and evaluating the sponsorship PromotionalstrategyDesign a sponsorship programSponsorship objectivesAwarenessCompetition(ambush marketing)Reaching target marketsRelation marketingImage buildingSales increaseDetermining the scope of the sponsorship体育赞助对象包括体育赞助对象包括:赛事赞助赛事赞助运动队和俱乐部
4、赞助运动队和俱乐部赞助协会赞助协会赞助运动员赞助运动员赞助体育场馆赞助体育场馆赞助主场球队主场球队价格（单位：百万价格（单位：百万美元）美元）合同期限（单位：年）合同期限（单位：年）休斯顿休斯顿3003003232红皮肤红皮肤2052052727奇才奇才1951953030鹰鹰181.8181.82020丹佛丹佛1201202020美国最昂贵的主场冠名合同一览 体育营销活动的规律Sponsorship feePromotion feeBudgeting 赞助商/运动资产主体赞助权利金活化经费比例Coca Cola/TOP III(1994-96)4500万2亿5000万1：5.5BMW/199
5、6奥运会1000万4200万1：4.2Master Card/1994世界杯足球赛1800万6300万1：3.5Samsung/1998亚运会900万3000万1：3.3VISA/TOP III4000万1亿1：2.5Sprint美国电话公司/NFL 1997-981900万4000万1：2.1Source:L.Ukman&P.O.Berezin,1999单位：美元IBM/TOP III4000万6000万1：1.5Budget proportion营销工具及策略赞助预算比例分配公关（PR）15-30%推广与激励（Promotions&incentives）10-20%礼遇（Hospitali
6、ty）5-30%测量、评估（Measurement/evaluation）1-10%商品化（Merchandising）5-15%律师、会计师等费用（Agency fee,i.e.,legal&accounting）5-40%设计、印刷（Design/print）2-8%签约（Signage）5-10%特殊活动（Special events）2-8%保险（Insurance）1-5%Choosing the sponsorship opportunityFan attendance and demographic profile of fans at the event 体育迷到场率和这些人的
7、人口统计学情况Cost or cost per number of people reachedLength of contractMedia coverageValue-added promotionsSponsorship benefitsDetermining the scope of the sponsorshipGlobal events;International events;Regional events;Local eventsDetermining the athletic platformTeamSportEventAthleteBased on sponsorship
8、objectives,budget,geographic scopeSuggestions for choosing a sponsorshipDoes the sponsorship offer the right positioning?Does the sponsorship provide a link to brand image?Is the sponsorship hard for competition to copy?Does the sponsorship target the right audience?Does the sponsorship appeal to th
9、e target audiences lifestyle,personality and values?Can the sponsorship be used for hospitality to court important potential and current customers?Is there a way to involve employees in the sponsorship?How will you measure the impact of the sponsorship?Can you afford the sponsorship?How easy will it
10、 be to plan the sponsorship year after year?Does the sponsorship complement your current promotion mix?Implementing and evaluating the sponsorship体育赞助效果评估也叫做体育赞助效益评价，是指在赞助体育赞助效果评估也叫做体育赞助效益评价，是指在赞助行为发生过程中或赞助行为结束后，运用一定的方法和手行为发生过程中或赞助行为结束后，运用一定的方法和手段进行调查和分析，以赞助效果评估报告的形式，对赞助段进行调查和分析，以赞助效果评估报告的形式，对赞助商的投资
11、效果做出综合评价。商的投资效果做出综合评价。MeenaghanMeenaghan(1983)(1983)认为赞助的评估可以在赞助发生之前认为赞助的评估可以在赞助发生之前,之之中和之后进行。即从评估时间上分类，体育赞助效果评估中和之后进行。即从评估时间上分类，体育赞助效果评估包括事前评估，事中评估和事后评估。包括事前评估，事中评估和事后评估。Why sponsorship fail?No budget for activationNot long termNo measurable objectivesToo brand-centricOverlook ambush and due diligenceToo much competition for trade participationFailure to excite the sales chainInsufficient staffingBuying at the wrong levelNo local extensionsNo communications of added value Cases of sponsorship
