Global sponsorship spending is forecast to hit an all time high $33.8 billion in 2006, a 10.8% increase on the $30.5 billion of 2005*. That rise reflects that sponsorship has steadily risen up the marketing agenda to the point where it is now a fundamental part of the marketing mix. For many brand owners – such as Coca-Cola, Shell, Gillette and Vodafone – sports sponsorship has been pivotal in their marketing communication campaigns and provided these very different brand owners with a global brand communication platform.
At the same time sports sponsorship is evolving to take advantage of emerging technologies and the proliferation of media channels, while ethical considerations, measurement and cause related marketing are becoming increasingly important.
Advanced Sports Sponsorship Strategies is the essential guide to this changing environment.
This unique report:
- Describes the global sponsorship market and the key drivers for the growth of sports sponsorship, providing estimates for sponsorship versus advertising expenditure based on the latest available research
- Provides insights into best sports sponsorship practice of some of the world’s leading brand owners and sports properties
- Looks at the sponsorship sales process and provides strategies to help improve the chance of sales success
- Takes a robust view of cause related marketing, its place in a sports sponsorship programme as well as the latest tool in measuring its contribution and value
- Describes a wide range of new interactive communication channels, such as broadband, interactive TV, mobile and other emerging channels and assesses the impact these channels have on sponsorship
- Analyses techniques for the measurement and evaluation of sports sponsorship
- Explores some of the key ethical issues in the link between sports sponsorship and gambling; financial services; tobacco; alcohol; food and beverages; and children.
- Examines the boundaries that non-sports sponsors reach as part of ambush marketing activities and reviews some of the key strategies in combating ambush marketing including enforcement of legislative powers
- Explores experiential sponsorship from the perspective of best practice in event and venue sponsorship
- Looks at the likely future direction and growth of the sports sponsorship industry and the changes that may take place over the next 20 years
What the experts say about Advanced Sports Sponsorship Strategies...
Peter Gandolfi,
Head of Brand Marketing,
Nationwide
"This report provides a powerful insight into how globalisation, behaviour, permission-based marketing and technology have conspired to affect the ability of a brand to make its voice heard above the competition. A totally comprehensive, practical, thought-provoking and intelligent guide to sponsorship strategy and activation by one of the industry's most respected sponsorship experts."
Nigel Currie, Chairman,
European Sponsorship Association
(ESA)
"An outstanding in depth analysis of all aspects of the sponsorship industry. As sponsorship continues to grow quicker than any other marketing discipline this document will be essential in helping those involved in the industry to assess different aspects of the business and make decisions based on high level research and evaluation. The report looks at how sponsorship is being used strategically and with major global sporting events becoming increasingly attractive to international companies and brands, will undoubtedly provide imformation, guidance and reassurance to those looking to commit large proportions of their marketing budgets to sponsorship programmes."
Professor Malcolm McDonald
Emeritus Professor,
Cranfield University
School of Management
"Ardi Kolah is the most experienced person I know in the field of sports sponsorship. Any organisation contemplating any kind of sports sponsorship would be well advised to read this impressive report."
Andrew Marsden,
Category Director,
Britvic
"With expert analysis and careful use of case studies, Kolah has crafted a book which should be read by all those currently involved, or contemplating entering, the world of sponsorship"
Professor Bernd Schmitt,
Columbia Business School Author,
Customer Experience Management
"A great work on strategic sport sponsorship! The author discusses key issues from audience to measurement and interactive platforms, showing clearly that sport sponsorship must move beyond an internal view to consider brand and experiential elements."
Supported by
Marketing Partners
*Source: IEG
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