体育市场营销学(双语)9-Sponsorship-Program101-第九章课件

SponsorshipProgramFengJingSponsorshipProgramFengJing1CHAPTEROBJECTIVES

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

PromotionalstrategyDesignasponsorshipprogramThesponsorshipprocessSponsor4SponsorshipobjectivesAwarenessCompetition(ambushmarketing)ReachingtargetmarketsRelationmarketingImagebuildingSalesincreaseSponsorshipobjectivesAwarenes5Determiningthescopeofthesponsorship体育赞助对象包括:赛事赞助运动队和俱乐部赞助协会赞助运动员赞助体育场馆赞助主场球队价格（单位：百万美元）合同期限（单位：年）ＮＦＬ休斯顿30032ＮＦＡ红皮肤20527ＮＢＡ奇才19530ＮＢＡ鹰181.820ＮＦＬ丹佛12020美国最昂贵的主场冠名合同一览Determiningthescopeofthes体育营销活动的规律SponsorshipfeePromotionfee体育营销活动的规律SponsorshipfeePromot7Budgeting赞助商/运动资产主体赞助权利金活化经费比例CocaCola/TOPIII(1994-96)4500万2亿5000万1：5.5BMW/1996奥运会1000万4200万1：4.2MasterCard/1994世界杯足球赛1800万6300万1：3.5Samsung/1998亚运会900万3000万1：3.3VISA/TOPIII4000万1亿1：2.5Sprint美国电话公司/NFL1997-981900万4000万1：2.1Source:L.Ukman&P.O.Berezin,1999单位：美元IBM/TOPIII4000万6000万1：1.5Budgeting赞助商/运动资产主体赞助权利金活化经Budgetproportion营销工具及策略赞助预算比例分配公关（PR）15-30%推广与激励（Promotions&incentives）10-20%礼遇（Hospitality）5-30%测量、评估（Measurement/evaluation）1-10%商品化（Merchandising）5-15%律师、会计师等费用（Agencyfee,i.e.,legal&accounting）5-40%设计、印刷（Design/print）2-8%签约（Signage）5-10%特殊活动（Specialevents）2-8%保险（Insurance）1-5%Budgetproportion营销工具及策略赞助预算比例ChoosingthesponsorshipopportunityFanattendanceanddemographicprofileoffansattheevent体育迷到场率和这些人的人口统计学情况CostorcostpernumberofpeoplereachedLengthofcontractMediacoverageValue-addedpromotionsSponsorshipbenefitsChoosingthesponsorshipoppor10DeterminingthescopeofthesponsorshipGlobalevents;Internationalevents;Regionalevents;LocaleventsDeterminingthescopeofthes11DeterminingtheathleticplatformTeamSportEventAthleteBasedonsponsorshipobjectives,budget,geographicscopeDeterminingtheathleticplatf12SuggestionsforchoosingasponsorshipDoesthesponsorshipoffertherightpositioning?Doesthesponsorshipprovidealinktobrandimage?Isthesponsorshiphardforcompetitiontocopy?Doesthesponsorshiptargettherightaudience?Doesthesponsorshipappealtothetargetaudiences’lifestyle,personalityandvalues?Canthesponsorshipbeusedforhospitalitytocourtimportantpotentialandcurrentcustomers?Isthereawaytoinvolveemployeesinthesponsorship

?Howwillyoumeasuretheimpactofthesponsorship?Canyouaffordthesponsorship?Howeasywillitbetoplanthesponsorshipyearafteryear?Doesthesponsorshipcomplementyourcurrentpromotionmix?Suggestionsforchoosingaspo13Implementingandevaluatingthesponsorship体育赞助效果评估也叫做体育赞助效益评价，是指在赞助行为发生过程中或赞助行为结束后，运用一定的方法和手段进行调查和分析，以赞助效果评估报告的形式，对赞助商的投资效果做出综合评价。

Meenaghan(1983)认为赞助的评估可以在赞助发生之前,之中和之后进行。即从评估时间上分类，体育赞助效果评估包括事前评估，事中评估和事后评估。Implementingandevaluatingth14Whysponsorshipfail?NobudgetforactivationNotlongtermNomeasurableobjectivesToobrand-centricOverlookambushandduediligenceToomuchcompetitionfortradeparticipationFailuretoexcitethesaleschainInsufficientstaffingBuyingatthewronglevelNolocalextensionsNocommunicationsofaddedvalueWhysponsorshipfail?Nobudget15CasesofsponsorshipCasesofsponsorship16SponsorshipProgramFengJingSponsorshipProgramFengJing17CHAPTEROBJECTIVES

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

PromotionalstrategyDesignasponsorshipprogramThesponsorshipprocessSponsor20SponsorshipobjectivesAwarenessCompetition(ambushmarketing)ReachingtargetmarketsRelationmarketingImagebuildingSalesincreaseSponsorshipobjectivesAwarenes21Determiningthescopeofthesponsorship体育赞助对象包括:赛事赞助运动队和俱乐部赞助协会赞助运动员赞助体育场馆赞助主场球队价格（单位：百万美元）合同期限（单位：年）ＮＦＬ休斯顿30032ＮＦＡ红皮肤20527ＮＢＡ奇才19530ＮＢＡ鹰181.820ＮＦＬ丹佛12020美国最昂贵的主场冠名合同一览Determiningthescopeofthes体育营销活动的规律SponsorshipfeePromotionfee体育营销活动的规律SponsorshipfeePromot23Budgeting赞助商/运动资产主体赞助权利金活化经费比例CocaCola/TOPIII(1994-96)4500万2亿5000万1：5.5BMW/1996奥运会1000万4200万1：4.2MasterCard/1994世界杯足球赛1800万6300万1：3.5Samsung/1998亚运会900万3000万1：3.3VISA/TOPIII4000万1亿1：2.5Sprint美国电话公司/NFL1997-981900万4000万1：2.1Source:L.Ukman&P.O.Berezin,1999单位：美元IBM/TOPIII4000万6000万1：1.5Budgeting赞助商/运动资产主体赞助权利金活化经Budgetproportion营销工具及策略赞助预算比例分配公关（PR）15-30%推广与激励（Promotions&incentives）10-20%礼遇（Hospitality）5-30%测量、评估（Measurement/evaluation）1-10%商品化（Merchandising）5-15%律师、会计师等费用（Agencyfee,i.e.,legal&accounting）5-40%设计、印刷（Design/print）2-8%签约（Signage）5-10%特殊活动（Specialevents）2-8%保险（Insurance）1-5%Budgetproportion营销工具及策略赞助预算比例ChoosingthesponsorshipopportunityFanattendanceanddemographicprofileoffansattheevent体育迷到场率和这些人的人口统计学情况CostorcostpernumberofpeoplereachedLengthofcontractMediacoverageValue-addedpromotionsSponsorshipbenefitsChoosingthesponsorshipoppor26DeterminingthescopeofthesponsorshipGlobalevents;Internationalevents;Regionalevents;LocaleventsDeterminingthescopeofthes27DeterminingtheathleticplatformTeamSportEventAthleteBasedonsponsorshipobjectives,budget,geographicscopeDeterminingtheathleticplatf28SuggestionsforchoosingasponsorshipDoesthesponsorshipoffertherightpositioning?Doesthesponsorshipprovidealinktobrandimage?Isthesponsorshiphardforcompetitiontocopy?Doesthesponsorshiptargettherightaudience?Doesthesponsorshipappealtothetargetaudiences’lifestyle,personalityandvalues?Canthesponsorshipbeusedforhospitalitytocourtimportantpotentialandcurrentcustomers?Isthereawaytoinvolveemployeesinthesponsorship

?Howwillyoumeasuretheimpactofthesponsorship?Canyouaffordthesponsor