Lionel Maltese Maitre de Conférences Aix Marseille University – CERGAM IAE Aix-en-Provence Associate Professor Sport Event Management Kedge Business School Business Manager ATP – WTA Events Twitter Sport Event Management Summer School By Kedge Business School « SPORT EVENT MARKETING » Sport Event Management Summer School By Kedge Business School « SPORT EVENT MARKETING » Lecture 4

The Place to leverage and activate Sponsorship leverage can be defined as “the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsee and sponsor.” Activational communications (or activation) can be described as “communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor” (Weeks, Cornwell & Drennan, Psychology & Marketing, 2008)

Focus on partnership resources  PR services : often inside the partnership contract  PR : stimulating business relationships  event = network place  Sponsorship : more B to C concept witch has an effect both sponsor and event brand

Definition  Provision of assistance either financial or in kind to an activity by a commercial organization for the purpose of achieving commercial objective (Meenaghan, 1983)  Sponsorship involves two main activities (Cornwell and Maignan, 1998) :  exchange between a sponsor and a sponsoree whereby the latter receives a remuneration (cash or in-kind contribution) and the former obtains the right to associate itself with the activity sponsored  marketing of the association by the sponsor

Benefits for the sponsor : achieve communication objectives SPONSOR Firm, non profit organization, institution… SPONSORED Entity : individual, group, oragnization, event… Area : sports, arts, environment.. Sponsor support : financial or not Media Sponsor target Sponsored Target PUBLIC

Sponsorship & Corporate Sponsorship (CS)  CS : altruistic support  Corporate Sponsor : discrete support  Cause Related Marketing (FCB, NBA Care, LiveStrong…)  The most important : sports development support  French examples : Suez, Total, Lagardere…

Stewardship Definition : The program of fostering relationships with important stakeholders and publics by applying the concept of reciprocity, responsibility, reporting and relationship nurturing.

Reasons for sponsorship development  Originality :  Young customer : zapping phenomenon  Pleasant place  Core targets : facilitated segmentation  Communication tool : internal and external  Barriers for the communication :  Limitation of the advertising space  TV regulation (ex : Naming)  Indirect access with the media (through an event)

Strategic approaches for sponsorship  Passion approach : passion of a CEO (“The dancer of the President”) : RLD (Adidas – Om), Serge Kampf (Cap Gemini – BO)  Opportunistic approach : link between a sponsorship project and a firm CEO (Sodexho / Cities – Thomson / Canal +…)  Strategic approach : sponsorship integration with the global strategic communication or marketing strategy of a firm (banks, sport brands… )

Sponsors objectives More institutional sponsorship than brand / product communication : L’Oreal support for UNESCO to promote women (institutional sponsorship) Garnier (L’Oréal brand) support for Australian Open in Tennis (“brand” sponsorship) The first objective = IMAGE Notoriety of the brand Product valorization Social Responsibility (Lagardere Strategy at the beginning…)

Brand or firm notoriety  Sponsorship => notoriety (top of mind) augmentation => turnover augmentation  Unknown brands : launching effects (Dia, Airness…)  Brands reinforcement for holder ones  When the brand stop important sponsorship operations => negative public reaction (ex : ONCE)

Brand image valorization  Brand – Product : Positionning reinforcement with sponsorship strategy (image transfer)  Sponsorship tool to develop more social or dynamic image  Examples :  Groupama & Sailing sponsoring (dynamic)  Playstation & Steve Fosset boat (social, authenticity, human…)

Product valorization  Proof : linking sponsorship ojectives with the supporting activity  Examples :  Nike, Adidas, Michelin…  Peugeot  Philips on the Ryder Cup ( specataors / day)  …

Employee Motivation  Internal communication :  Firm culture  Employee identification with the corporate organization  Employee participation (sponsorship project)  Sales Force dtimulation  Examples : cycling team, sailing…

Sales development  Firms objective : selling but also changing target behavior  Examples :  Co-branding : adidas-RG  Temporary work (agencies)  UMTS – WebTV – PodCast through an event

Activation axis Visibility Relational Hospitality Entertainment Experiential Sponsorship – Event Communication CRM Services Marketing Experiential Marketing

Activation tools VisibilityRelationsParticipationInvolvement Billborads Printed supports Media Supports Human Supports Naming Branding Scoring Referees PR Web Marketing Web 2.0 Mobile Maketings Seminars Conferences Games Stands Fans Objects Official Supplier Special Events Cause Related Marketing

CAUSE RELATED MARKETING Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship not necessarily based on a donation.

Ethical Corporate Responsibility (Babiak & Wolfe, 2006)

Discretionary Corporate Responsibility (Babiak & Wolfe, 2006)

Donation Classical Commercial Sponsorship CAUSE Donation

Process 1. Cause identification : local aspects, fit with your main sponsors or cities… 2. Legitimacy with your OGN or association 3. Activation program 4. ROI or ROO for : 1. Sposnors 2. ONG 3. Event

CSR : ressources arrangement and synergies

HOW ?

Solutions : Corporate Social Responsability and Cause marketing Cross businesses (not easy…) using public – provate networks… Danger : impossible to put the offer or attractiveness on your website or business presentations…

Relational business model and external control of your stakeholders sharing resources Club / event Organization Private Sponsors Public sponors Sports Institutions Athletes Fans Media Suppliers COMPETENCIES Cause-related sponsorship COMPETENCIES Relational – integrated Business Model awaraness communication

Event or Club Partneship Resources Sponsor Event communication (sponoring resources) VRIO Linkage among resources

Summary : being “sensemaking” !  Understand the sponsor needs (your customer !) :  Targeting for your sponsor (sponsor day for instance)  Linking your media planning with the communication strategy of your sponsors  Selecting the media  No concurrency between the brands…  Being aware for new activations….  Making you sponsor dependant and not the contrary  Relation Iron Cage = your content and your difference Using strategic FIT for your sponsor but You must be a “visionary” (strategic INTENT)