Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as the sponsor.
Sponsorshipis a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property.
While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return.
While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements.
A range of psychological and communications theories have been used to explain how commercial sponsorship works to impact consumer audiences. Most use the notion that a brand (sponsor) and event (sponsoree) become linked in memory through the sponsorship and as a result, thinking of the brand can trigger event-linked associations. Cornwell, Weeks and Roy (2005)have published an extensive review of the theories so far used to explain commercial sponsorship effects.
One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event. Work by Cornwell and colleagueshowever, has shown that brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience.
All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of the sponsorship deal. Sponsorship should be recognisable as such.
The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on the value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract.
The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on a company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price. Some sales can take up to a year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship.
These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor."
Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee."
IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $65.8 billion, including $24.2 billion in North America alone (a 4.5% increase from $24.1 billion in 2017).Europe is the largest source of sponsorship spending, with €26.44 million (US$29 million) in just the EU member states in 2014, followed by North America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With the 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011.
Relaxed television industry legislation surrounding product placement has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of British sports teams and players is a multibillion-pound industry. For example, Adidas became the sponsor and supplier of Manchester United's kit for ten seasons, in a 2014 sponsorship deal with a guaranteed minimum value of £750 million (more than US$1.1 billion).
As it has in most years over the past two-plus decades, sponsorship's growth rate will be ahead of the pace experienced by advertising and sales promotion, according to IEG.
Marlboro is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA within the United States, and by Philip Morris International outside the United States. Richmond, Virginia, is the location of the largest Marlboro cigarette manufacturing plant. Marlboro is the best-selling cigarette brand in the world since 1972. As of 2017, Marlboro had 40% market share in the United States, more than the next seven brands combined.
Patrick Nally is a British entrepreneur and specialist consultant, widely acknowledged as the 'Founding Father' of modern sports marketing and a principal pioneer of today's sports business industry.
Naming rights are a financial transaction and form of advertising whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time. For properties such as multi-purpose arenas, performing arts venues, or sports fields, the term ranges from three to 20 years. Longer terms are more common for higher profile venues such as professional sports facilities.
Castrol is a British global brand of industrial and automotive lubricants offering a wide range of oils, greases and similar products for most lubrication applications. The brand is owned by Castrol Limited, a subsidiary of BP.
bwin.party Digital Entertainment was an online gambling company, formed by the March 2011 merger of PartyGaming plc and bwin Interactive Entertainment AG. Formerly the world's largest publicly traded online gambling firm, it was best known for its online poker room PartyPoker, World Poker Tour and its sports betting brand bwin.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, alcohol advertising is one of the most highly regulated forms of marketing. Some or all forms of alcohol advertising are banned in some countries. There have been some important studies about alcohol advertising published, such as J.P. Nelson's in 2000.
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers.
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.
The European Sponsorship Association (ESA) represents those involved in sponsorship across Europe.
Red Bull GmbH is an Austrian private company known for its range of energy drinks. It is also known for its sponsorship of a range of sporting events and teams. In 2019, 7.5 billion cans of Red Bull were sold worldwide in over 171 countries. The headquarters of Red Bull GmbH are located in Fuschl am See, Austria. Red Bull was originally founded in Thailand and was then called Krating Daeng back in 1976.
The Indian Premier League (IPL) is a professional Twenty20 cricket league, contested by eight teams based out of eight different Indian cities. The league was founded by the Board of Control for Cricket in India (BCCI) in 2007. It is usually held between March and May of every year and has an exclusive window in the ICC Future Tours Programme.
Skateboarding sponsorship is the commercial sponsorship of an individual or team of people who participate in skateboarding, competitions or public activities. Typically, the individual or team will receive cash payments, reduced-price or free merchandise or equipment from a sponsor in return for public and in-competition use of that sponsor's merchandise or equipment for promotional purposes and recipient testimonial or endorsement. Skateboarding sponsorship may also extend to the sponsorship of major competitions or venues by larger distributors or manufacturers of skateboarding equipment and merchandise.
Sports marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports marketing is also designed to meet the needs and wants of the consumers through exchange processes. These strategies follow the traditional four "P"'s of general marketing: Product, Price, Promotion and Place. Another four "P"’s are added to sports marketing, relating to the fact sports are considered to be a service. The additional 4 P’s are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sports marketing mix."
Native advertising, also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. The word native refers to this coherence of the content with the other media that appear on the platform.
Dafabet is a privately owned online gambling company based in Makati, Philippines. It is the flagship brand and subsidiary of AsianBGE, and is licensed and regulated by Cagayan Economic Zone Authority (CEZA) and First Cagayan Leisure and Resorts Corporation (FCLRC). Dafabet operates a website that provides a secure service for customers to wager online.
Asian Sponsorship Association is a non-profit organisation whose mission is to significantly improve sponsorship practices in Asia in order to drive knowledge, business and market share of the global sponsorship industry.
Advertisements in schools is a controversial issue that is debated in the United States. Naming rights of sports stadiums and fields, sponsorship of sports teams, placement of signage, vending machine product selection and placement, and free products that children can take home are all prominent forms of advertisements in schools.
Rule 40 is a by-law in the Olympic Charter stating that only approved sponsors may reference "Olympic-related terms". It was introduced by the International Olympic Committee (IOC) to prevent so-called ambush marketing by companies who are not official sponsors and to sanction links between athletes and unofficial sponsors during a blackout period starting nine days before the opening of the Olympic Games and continuing until three days after the closing ceremony.
As nicotine is highly addictive, marketing nicotine-containing products is regulated in most jurisdictions. Regulations include bans and regulation of certain types of advertising, and requirements for counter-advertising of facts generally not included in ads. Regulation is circumvented using less-regulated media, such as Facebook, less-regulated nicotine delivery products, such as e-cigarettes, and less-regulated ad types, such as industry ads which claim to discourage nicotine addiction but seem, according to independent studies, to promote teen nicotine use.