Sport Sponsorship Insights
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| Author | : Norm O’Reilly |
| Publisher | : Routledge |
| Total Pages | : 100 |
| Release | : 2021-09-14 |
| Genre | : Sports & Recreation |
| ISBN | : 1000477711 |
Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of the key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience. Covering sport at all levels, from professional to grassroots, and including international cases and examples throughout, the book demonstrates that sport sponsorship works if done correctly. Drawing on the latest cutting-edge research, it introduces the core principles of sport sponsorship and shows how to get maximum value at each stage of the sponsorship process, from plan to activation, servicing and evaluation, for sponsor, property or agency. Requiring no prior knowledge of sport sponsorship, and full of real-world examples of best practice, this is the perfect primer for any student or industry professional looking to improve and deepen their understanding of this core element of modern sport business.
| Author | : |
| Publisher | : Icon Publishing Limited |
| Total Pages | : 194 |
| Release | : 2011-12-06 |
| Genre | : |
| ISBN | : 1905334761 |
Sports Sponsorship: A Professional's Guide offers long overdue advice on every aspect of the tough and often daunting task of seeking sports sponsorship. Written by one of international sport's most experienced and successful sponsorship sales exponents, the book is intended for sponsorship seekers at all levels, from grass roots sport up to the highest echelons of professional sports organizations.Sports Sponsorship: A Professional's Guide offers long overdue advice on every aspect of the tough and often daunting task of seeking sports sponsorship. Written by one of international sport's most experienced and successful sponsorship sales exponents, the book is intended for sponsorship seekers at all levels, from grass roots sport up to the highest echelons of professional sports organizations. Brian Sims has been involved in motor sports from Formula Ford through to Formula 1, been the marketing director of two Formula 1 teams and been involved in US Indycar Racing with Lola, and brought companies such as FedEx, Marconi and Gillette into Formula One when marketing director of the Benetton F1 Team. Brian is now on the Advisory Board of Oxford Brookes University, a Guest Lecturer for the World Academy of Sport and is also working with a talented young British racing driver competing in the 2013 European F3 Championship. The advice and guidance contained in Sports Sponsorship is relevant to many professional sports and has several case studies illustrating how to identify, present and win support from potential partners, it is a must read for individuals, teams or organizations seeking to secure sponsorship in an ever competitive world.
| Author | : T. Bettina Cornwell |
| Publisher | : Routledge |
| Total Pages | : 213 |
| Release | : 2020-03-11 |
| Genre | : Sports & Recreation |
| ISBN | : 1000036863 |
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
| Author | : John A. Fortunato |
| Publisher | : McFarland |
| Total Pages | : 227 |
| Release | : 2013-08-14 |
| Genre | : Sports & Recreation |
| ISBN | : 0786474319 |
This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.
| Author | : C. Keith Harrison |
| Publisher | : CRC Press |
| Total Pages | : 260 |
| Release | : 2016-11-18 |
| Genre | : Computers |
| ISBN | : 1498761275 |
Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.
| Author | : Ken Ungar |
| Publisher | : |
| Total Pages | : |
| Release | : 2020-07-16 |
| Genre | : |
| ISBN | : 9781735173108 |
From neighborhood youth sports to major festivals to the Olympic Games, sponsorship is big business, generating an estimated $62 billion worldwide. It is now one of the most valuable tools to enhance a brand's image and promote sales. However, "strategy without tactics is the slowest route to victory," and organizations risk wasting valuable resources without the right approach.Combining decades of sponsorship experience with the insights of industry insiders, Ken Ungar, president and founder of CHARGE, developed Sponsorship Strategy: Practical Approaches to Powerful Sponsorships as a resource for anyone wanting to up their sponsorship game. This book blends research-based strategies with real-world experiences to help sports organizations, nonprofits, and corporate brands achieve the best results. Sponsorship Strategy offers straightforward advice, including how to:?Identify the shared target audience for sponsorship?Evaluate the potential impact of a sponsorship property?Leverage the "superpower" of image transfer?Employ B2B sponsorships, corporate social responsibility, and the first-mover advantageIt provides the reader with a strategic toolbox to improve sponsorship's return-on-investment.For the professional starting out in sponsorship, this book teaches the fundamentals of effective strategy. For the sponsorship veteran, Sponsorship Strategy offers a checklist of issues vital to making every sponsorship work better. Every marketer who wants powerful sponsorships needs to read this book.
| Author | : T. Bettina Cornwell |
| Publisher | : Routledge |
| Total Pages | : 248 |
| Release | : 2014-07-17 |
| Genre | : Business & Economics |
| ISBN | : 1317810430 |
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
| Author | : Leah Gillooly |
| Publisher | : Taylor & Francis |
| Total Pages | : 77 |
| Release | : 2022-05-24 |
| Genre | : Sports & Recreation |
| ISBN | : 100063504X |
This book is an accessible, practical, and systematic guide to stadium naming rights sponsorship within sport, designed to help practitioners and students gain a better understanding of how naming rights work and the benefits that sport and corporate organisations may get from this kind of arrangement. The book explains the key principles underpinning naming rights deals and sports sponsorship in non-specialist language for readers with little prior knowledge of the subject. Drawing on examples and case studies of naming rights sponsorships in international markets, across both professional and amateur sport, the book examines key practical issues such as how naming rights differ from other types of sponsorship, why brands should sign a naming rights deal, and how organisations can maximise their return on naming rights sponsorship. Concise, informative, and practice-focused, this book offers essential insights for all sport management practitioners, for any marketing executives considering sport sponsorship, and for any students or researchers with an interest in sport marketing, sport management, marketing, or events and facilities management.
| Author | : Ho Keat Leng |
| Publisher | : Taylor & Francis |
| Total Pages | : 350 |
| Release | : 2023-12-22 |
| Genre | : Sports & Recreation |
| ISBN | : 1003831567 |
This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management.
| Author | : Fiona Green |
| Publisher | : Routledge |
| Total Pages | : 194 |
| Release | : 2018-08-06 |
| Genre | : Business & Economics |
| ISBN | : 1351610333 |
For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore become integral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an ‘attention economy’ where there’s too much choice and engagement is key. This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world’s leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.
