Implementing the Effective Sports Sponsorship Park, Chanhyuk 1.Specifying Objectives 2.Choosing Sports Property 3.Leveraging Sponsorship 4.Measuring Sponsorship.

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Presentation transcript:

Implementing the Effective Sports Sponsorship Park, Chanhyuk 1.Specifying Objectives 2.Choosing Sports Property 3.Leveraging Sponsorship 4.Measuring Sponsorship Impact

Increasing sale Specifying Objectives Beating competition Reaching new markets Building relationships Generating brand awareness Improving brand image Direct Indirect 1

Matching ► Profile ► Image Event Pyramid Global/ International/ National/ Local… Athletic Platform Professional/ Amateur/ League/ Team/ Event/ Athlete/ Facility… Sports Entity Olympic/ NFL/ KBO/ LPGA/ Seri Park… Authority Title sponsor/ Naming/ Presenting/ Supplier… Choosing Sports Property 2

Leveraging Sponsorship Sports Sponsorship Continuous, Consistent IMC Advertisement Public Relationship Sales Promotion Other Sponsorship Preventing Ambush 3

Measuring Sponsorship Impact ObjectivObjectivesesObjectivObjectiveses Increasing Sales Reaching new target Relation- ship Increasing Awareness Beating Competition * Enhancing Image * ► Comparing sales volume pre vs post ► Research purchasing motivation & channel ► Comparing sponsor vs none vs ambush : Sponsor awareness/ Image/ Attitude… ► Comparing sponsor vs none vs ambush : Sponsor awareness/ Image/ Attitude… ► Comparing target vs none target market : Awareness/ Image/ Attitude/ Purchase ► Clients’ satisfaction, attitude ► Consumers’ service satisfaction ► Clients’ satisfaction, attitude ► Consumers’ service satisfaction ► Comparing pre vs post of promotion ► Sponsorship awareness  Brand awareness ► Image transfer effect: sports property  brand ► Comparing image awareness group vs none ► Brand attitude/ Purchase intention/ Loyalty Media exposure time ► AEV: Advertising Equivalent Value ► CPM: Cost Per 1000 exposures * Appendix 4

Appendix: Example of Measurement aa cc etcetc bb Corporation & Brand Association Sports Property Association Attitude to Brand Purchase Intention ProfileCongruenceProfileCongruence Consumers’ Self-Image Congruence Sponsorship Awareness Image Congruence AttitudeAttitudePurchasePurchase Image Transfer aa cc etcetc bb Method based on Consumer Research : Structural Equation Model/ ANOVA/ Correlation E