體育市場營銷學(xué)(雙語)9-Sponsorship-Program101-第九章課件

SponsorshipProgramFengJingSponsorshipProgramFengJing1CHAPTEROBJECTIVES

CommentonthegrowingimportanceofsportssponsorshipsasapromotionmixelementDesignasponsorshipprogramUnderstandthemajorsponsorshipobjectivesProvideexamplesofthevariouscostsofsponsorshipIdentifythelevelsofthesportseventpyramidEvaluatetheeffectivenessofsponsorshipprogramsCHAPTEROBJECTIVES2DefinitionSponsorship:investinginasportsentity(athlete,league,teamorevent)tosupporttheoverallorganizationalobjectives,marketinggoals,andpromotionalstrategies.DefinitionSponsorship:investi3ThesponsorshipprocessSponsorshipobjectivesSponsorshipbudgetingSponsorshipacquisitionImplementingandevaluatingthesponsorship

PromotionalstrategyDesignasponsorshipprogramThesponsorshipprocessSponsor4SponsorshipobjectivesAwarenessCompetition(ambushmarketing)ReachingtargetmarketsRelationmarketingImagebuildingSalesincreaseSponsorshipobjectivesAwarenes5Determiningthescopeofthesponsorship體育贊助對象包括:賽事贊助運動隊和俱樂部贊助協(xié)會贊助運動員贊助體育場館贊助主場球隊價格（單位：百萬美元）合同期限（單位：年）ＮＦＬ休斯頓30032ＮＦＡ紅皮膚20527ＮＢＡ奇才19530ＮＢＡ鷹181.820ＮＦＬ丹佛12020美國最昂貴的主場冠名合同一覽Determiningthescopeofthes體育營銷活動的規(guī)律SponsorshipfeePromotionfee體育營銷活動的規(guī)律SponsorshipfeePromot7Budgeting贊助商/運動資產(chǎn)主體贊助權(quán)利金活化經(jīng)費比例CocaCola/TOPIII(1994-96)4500萬2億5000萬1：5.5BMW/1996奧運會1000萬4200萬1：4.2MasterCard/1994世界杯足球賽1800萬6300萬1：3.5Samsung/1998亞運會900萬3000萬1：3.3VISA/TOPIII4000萬1億1：2.5Sprint美國電話公司/NFL1997-981900萬4000萬1：2.1Source:L.Ukman&P.O.Berezin,1999單位：美元IBM/TOPIII4000萬6000萬1：1.5Budgeting贊助商/運動資產(chǎn)主體贊助權(quán)利金活化經(jīng)Budgetproportion營銷工具及策略贊助預(yù)算比例分配公關(guān)（PR）15-30%推廣與激勵（Promotions&incentives）10-20%禮遇（Hospitality）5-30%測量、評估（Measurement/evaluation）1-10%商品化（Merchandising）5-15%律師、會計師等費用（Agencyfee,i.e.,legal&accounting）5-40%設(shè)計、印刷（Design/print）2-8%簽約（Signage）5-10%特殊活動（Specialevents）2-8%保險（Insurance）1-5%Budgetproportion營銷工具及策略贊助預(yù)算比例ChoosingthesponsorshipopportunityFanattendanceanddemographicprofileoffansattheevent體育迷到場率和這些人的人口統(tǒng)計學(xué)情況CostorcostpernumberofpeoplereachedLengthofcontractMediacoverageValue-addedpromotionsSponsorshipbenefitsChoosingthesponsorshipoppor10DeterminingthescopeofthesponsorshipGlobalevents;Internationalevents;Regionalevents;LocaleventsDeterminingthescopeofthes11DeterminingtheathleticplatformTeamSportEventAthleteBasedonsponsorshipobjectives,budget,geographicscopeDeterminingtheathleticplatf12SuggestionsforchoosingasponsorshipDoesthesponsorshipoffertherightpositioning?Doesthesponsorshipprovidealinktobrandimage?Isthesponsorshiphardforcompetitiontocopy?Doesthesponsorshiptargettherightaudience?Doesthesponsorshipappealtothetargetaudiences’lifestyle,personalityandvalues?Canthesponsorshipbeusedforhospitalitytocourtimportantpotentialandcurrentcustomers?Isthereawaytoinvolveemployeesinthesponsorship

?Howwillyoumeasuretheimpactofthesponsorship?Canyouaffordthesponsorship?Howeasywillitbetoplanthesponsorshipyearafteryear?Doesthesponsorshipcomplementyourcurrentpromotionmix?Suggestionsforchoosingaspo13Implementingandevaluatingthesponsorship體育贊助效果評估也叫做體育贊助效益評價，是指在贊助行為發(fā)生過程中或贊助行為結(jié)束后，運用一定的方法和手段進(jìn)行調(diào)查和分析，以贊助效果評估報告的形式，對贊助商的投資效果做出綜合評價。

Meenaghan(1983)認(rèn)為贊助的評估可以在贊助發(fā)生之前,之中和之后進(jìn)行。即從評估時間上分類，體育贊助效果評估包括事前評估，事中評估和事后評估。Implementingandevaluatingth14Whysponsorshipfail?NobudgetforactivationNotlongtermNomeasurableobjectivesToobrand-centricOverlookambushandduediligenceToomuchcompetitionfortradeparticipationFailuretoexcitethesaleschainInsufficientstaffingBuyingatthewronglevelNolocalextensionsNocommunicationsofaddedvalueWhysponsorshipfail?Nobudget15CasesofsponsorshipCasesofsponsorship16SponsorshipProgramFengJingSponsorshipProgramFengJing17CHAPTEROBJECTIVES

CommentonthegrowingimportanceofsportssponsorshipsasapromotionmixelementDesignasponsorshipprogramUnderstandthemajorsponsorshipobjectivesProvideexamplesofthevariouscostsofsponsorshipIdentifythelevelsofthesportseventpyramidEvaluatetheeffectivenessofsponsorshipprogramsCHAPTEROBJECTIVES18DefinitionSponsorship:investinginasportsentity(athlete,league,teamorevent)tosupporttheoverallorganizationalobjectives,marketinggoals,andpromotionalstrategies.DefinitionSponsorship:investi19ThesponsorshipprocessSponsorshipobjectivesSponsorshipbudgetingSponsorshipacquisitionImplementingandevaluatingthesponsorship

PromotionalstrategyDesignasponsorshipprogramThesponsorshipprocessSponsor20SponsorshipobjectivesAwarenessCompetition(ambushmarketing)ReachingtargetmarketsRelationmarketingImagebuildingSalesincreaseSponsorshipobjectivesAwarenes21Determiningthescopeofthesponsorship體育贊助對象包括:賽事贊助運動隊和俱樂部贊助協(xié)會贊助運動員贊助體育場館贊助主場球隊價格（單位：百萬美元）合同期限（單位：年）ＮＦＬ休斯頓30032ＮＦＡ紅皮膚20527ＮＢＡ奇才19530ＮＢＡ鷹181.820ＮＦＬ丹佛12020美國最昂貴的主場冠名合同一覽Determiningthescopeofthes體育營銷活動的規(guī)律SponsorshipfeePromotionfee體育營銷活動的規(guī)律SponsorshipfeePromot23Budgeting贊助商/運動資產(chǎn)主體贊助權(quán)利金活化經(jīng)費比例CocaCola/TOPIII(1994-96)4500萬2億5000萬1：5.5BMW/1996奧運會1000萬4200萬1：4.2MasterCard/1994世界杯足球賽1800萬6300萬1：3.5Samsung/1998亞運會900萬3000萬1：3.3VISA/TOPIII4000萬1億1：2.5Sprint美國電話公司/NFL1997-981900萬4000萬1：2.1Source:L.Ukman&P.O.Berezin,1999單位：美元IBM/TOPIII4000萬6000萬1：1.5Budgeting贊助商/運動資產(chǎn)主體贊助權(quán)利金活化經(jīng)Budgetproportion營銷工具及策略贊助預(yù)算比例分配公關(guān)（PR）15-30%推廣與激勵（Promotions&incentives）10-20%禮遇（Hospitality）5-30%測量、評估（Measurement/evaluation）1-10%商品化（Merchandising）5-15%律師、會計師等費用（Agencyfee,i.e.,legal&accounting）5-40%設(shè)計、印刷（Design/print）2-8%簽約（Signage）5-10%特殊活動（Specialevents）2-8%保險（Insurance）1-5%Budgetproportion營銷工具及策略贊助預(yù)算比例ChoosingthesponsorshipopportunityFanattendanceanddemographicprofileoffansattheevent體育迷到場率和這些人的人口統(tǒng)計學(xué)情況CostorcostpernumberofpeoplereachedLengthofcontractMediacoverageValue-addedpromotionsSponsorshipbenefitsChoosingthesponsorshipoppor26DeterminingthescopeofthesponsorshipGlobalevents;Internationalevents;Regionalevents;LocaleventsDeterminingthescopeofthes27DeterminingtheathleticplatformTeamSportEventAthleteBasedonsponsorshipobjectives,budget,geographicscopeDeterminingtheathleticplatf28SuggestionsforchoosingasponsorshipDoesthesponsorshipoffertherightpositioning?Doesthesponsorshipprovidealinktobrandimage?Isthesponsorshiphardforcompetitiontocopy?Doesthesponsorshiptargettherightaudience?Doesthesponsorshipappealtothetargetaudiences’lifestyle,personalityandvalues?Canthesponsorshipbeusedforhospitalitytocourtimportantpotentialandcurrentcustomers?Isthereawaytoinvolveemployeesinthesponsorship

?Howwillyoumeasuretheimpactofthesponsorship?Canyouaffordthesponsor