Sponsorship Works: A Brand Marketer’s Case Book
Editor: Ardi Kolah
Tables, figures and colour plates
Sponsorship Works: A Brand Marketer’s Casebook (SportBusiness November 2007) offers the latest thinking in brand marketing and sponsorship drawn from 23 case studies from across the world. Following on from the acclaimed series of Sponsorship Works magazines, Sponsorship Works: A Brand Marketer’s Casebook edited by Ardi Kolah is a unique resource for any serious brand marketer’s library.
“Sponsorship Works has been a valuable addition to the marketing press. It has provided us with useful insight on trends and best practice, as well being informative on a huge range of international activities.” Gareth Roberts , Sponsorship and Media Relations Controller, Carlsberg UK
Whether you’re searching for the right sponsorship agency for your brand marketing and communication needs, or you’re a brand marketer that’s looking to learn the latest thinking in sponsorship best practice – this book is for you.
In today’s increasingly competitive global marketplace, brand owners must seek new ways to connect with their audience and customer segments. The old seller-centric world has been turned upside down and for many of the world’s leading brand owners, sponsorship provides the ultimate brand building platform in order to powerfully engage with these customer segments.
Edited by one of the foremost thinkers in brand marketing and sponsorship, this book is an invaluable addition to any serious brand marketer and sponsorship manager’s library.
“A lot can be said about this book, but the most important thing is...read it. If you want to know how affiliation and sponsorship can deliver outstanding results here is best practice thinking and lots of brilliant examples.” Andrew Marsden, President, The Marketing Society & former Category Board Director, Britvic Soft Drinks
This concise book provides easy-to-digest first-hand insights from brand owners that have used sponsorship in order to drive their businesses forward. Sponsorship, like advertising, should be about selling stuff, positioning stuff and making sure people buy stuff.
All the case studies in this book share two important features: all are concerned with a return on objectives (ROO) and a return on investment (ROI). The way in which each brand owner has approached the issue of maximising its investment in sponsorship varies greatly but each case study demonstrates the application of sound business, commercial and marketing practices in order to achieve remarkable results.
List of case studies from around the world:
- ABN AMRO (Volvo Ocean Race)
- Amstel (UEFA Champions League)
- B&Q/Castrorama (Ellen MacArthur
- BMW (Susan G Komen Breast Cancer Foundation)
- Brit Insurance (Brit Insurance Oval)
- DHL (Football Delivered)
- EA Sports (FIFA)
- FedEx (NFL)
- Fortis (Fortis Turkish Cup)
- Lexus (Colin Montgomerie)
- Nordea Bank (Latvia National Team)
- Norwich Union (UK Athletics)
- Pannon GSM (Pannon Cup)
- Paris (2012 Olympic Bid)
- Polo Ralph Lauren (Wimbledon Tennis Championships)
- Pringles (Pringles Dream Team)
- Robinsons (Wimbledon Tennis Championships)
- Schwartz (Richard & Judy Show, Channel 4)
- SPAR Hungary (Cornexi-Alcoa HSB Holding)
- Thomas Cook (Manchester City FC)
- VISA Europe (Torino Olympic Games)
- Vodafone (Vodafone Live!)
- Volvo (Volvo Ocean Race).
List of leading agencies featured:
- 20Knots
- Active Sports Marketing
- Bell Pottinger Sport & Sponsorship
- Carat Sponsorship
- Connexus PreciSion
- GCI
- Havas Sports
- iMediasport
- MEC Sponsorship
- Nords Porter Novelli
- OC Group Property
- Octagon
- Pitch PR
- S&B
- Velocity Sports and Entertainment
- SBI
- WSM
Book structure The book is divided into five sections:
- Best Practice Research – the latest sponsorship research undertaken by the World Advertising Research Centre that examines broadcast sponsorship, event sponsorship, sponsorship management and sponsorship measurement and evaluation.
- Access – the use of sponsorship to gain access to target audience and customer segments.
- Brand Building – the use of sponsorship to help build the brand and ultimately impact behaviour of target audience and customer segments.
- Commercial – the use of sponsorship as part of business strategy to exploit new or existing market and customer segments. In each of these sections the case studies featured each illustrate a particular sponsorship practice that has achieved the desired ROO and ROI. At the end of each case study is a short analysis and at the end of the section is a useful check list of the key learning points extracted from these case studies.
- Epilogue - at the end of the book is a concluding section which hopefully puts all of this research and case study material into the context of future best practice plus endnotes for further study and research are included.
“Clear, concise and invaluable practical insights from brand owners that have used a variety of sponsorship properties for brand building and commercial purposes. Essential reading!” Peter Gandolfi, Head of Brand Strategy, Nationwide
About the Editor
Ardi Kolah is one of the most influential voices within the global sponsorship industry and is the best selling author for SportBusiness. He has held several high profile appointments with some of the world’s leading brand owners including BBC, Andersen Consulting, CMG plc, Imperial Cancer Research Fund, Cranfield University and the Defence Academy of the United Kingdom. He ran his own agency, Maverick UK, for several years undertaking a variety of brand marketing and sponsorship assignments. He was also Chief Strategy Officer and Director of several brand marketing, sport and entertainment sponsorship agencies at WPP plc. He holds several industry awards and in 2003 received the Hollis Award for his work on the British Independent Film Awards. He is a Fellow of the Chartered Institute of Marketing, the Chartered Institute of Public Relations and a Liveryman of the Worshipful Company of Marketors in the City of London.
Contents
- Introduction
- Best Practice Research
- Access
- Brand Building
- Commercial
- Epilogue
- Index
- List of Tables & Figures
- List of Colour Plates
- Useful Sources
“Sponsorship is one of the most powerful brand marketing and communication platforms in the world and this book demonstrates how sponsorship is an effective tool when used in the right hands.” Kanya King MBE, founder, MOBO Awards
Produced in association with
Receive previous Sponsorship Works for FREE
- Sponsorship Works 1: The Main Event
- Sponsorship Works 2: Teams and Talent
- Sponsorship Works 3: Innovation
For further information, please email Phil Savage on phil.savage@sportbusiness.com or call +44 (0)207 954 3430
