Sponsorship/Celebrity Endorsment
Housekeeping New Developments Reprise of Session VIII
– Advertising
y’s Topic
– Leveraging Secondary Associations to Build the Brand
Nike in ‘98 World Cup)
Sponsorship Status
Sincerity and Local Sponsorship (Community based e.g Tesco’s computers for Schools). High Status and Perceived Quality of Sponsoring Brand(s) Global Events and Quality
• Sponsorship/Celebrity Endorsement
New Developments
Monopoly – revitalising an Old Brand
– Disney Version – Nottingham Version
Metropolitan Police
–Patent, Trademark the helmet and badge
–Already done by the NYPD
Yao Ming Birthdate: 9/12/80 NBA Position: Center Team: Shanghai Sharks Education: Shanghai Sports College Ht: 7-5 Wt: 295 Hometown: Shanghai, China
ENVIRONMENTAL PROGRAMMES
CARING, CONCERNED, EXPLOITATIVE
Sponsorship Focus
Individual Risk and Personality Benefit (e.g Eric Cantona) Team
– Less Risk, Less Clarity of Personality (Nike and Brazil)
– Emotional ‘Power’ Brands
Sponsorship Category SPORTS
Brand Image Transfer
HEALTHY, YOUNG, ENERGETIC, FAST, VIBRANT, MASCULINE
HIGH-
SOPHISTICATED, ELITE,
BROW
DISCRIMINATING, UP-
ARTS
MARKET, SERIOUS,
PRETENTIOUS
Source: Meeneghan and Shipley (1999), Media Effect
in CommMAeSrcSial Sponsorship, EJYFMRO,IUE3NNG3D,LA(Y3,CC/C4UER)SRSEIBNLTE, ,
– Fit??
Name the Endorser and Brand
Applying Fit to Sponsorship/CE
Fit arising from‘source credibility’:-
– Expertise: The extent to which the
communicator is perceived to be a source of valid assertions about the object/message.
– Trustworthiness: The degree of confidence
in the communicator’s intent to tell what is true
– Attractiveness: The physical and or
emotional attractiveness of the source
ARTS
INNOVATIVE, COMMERCIAL
N.B. These are aggregated/comApDMoIsRAitBeLEim, CaONgCeEsR.NED, CARING, INTELLIGENT,
STOhCeyIAwL CillAvUaSrEySwithin the categoEXryPL(OeSgIVERugby Union v Rugby League)
Sponsorship Benefits (over the other Promo Mix Elements)
May be efficient (i.e.target market match Rolex &Yaughting, Man. U. &Vodaphone). May be Effective:1. In Raising Awareness e.g. Martell and Cornhill 2. Emotional (excitement) involvement with event breaks through filtering and market ‘noise’
Kuala Lumpur 1998
Pick a question and discuss it with your immediate neighbours
Event
– Local v Global: Quality v Sincerity
(Tescos Computers for schools v IBM and Olympics)
Sponsorship Composition
Individual (Flora) Composite (Leicester RFC - Next,
External Sponsorship Influences-Domain
Arts, Sport, Charities, Media etc.
– Differing ‘Personalities’ (Swatch v Royal Bank of Scotland)
– Differences in Perceived Altruism v Commercialism
Who Wants a Piece of the Action??
Sponsorship’s Scope
Estimated World-wide spend on Advertising is £19 billion and growing (1999 estimate).
In the UK 2000, Arts sponsorship = £141m (+23% 98/99), Sports sponsorship = £377m (+5% 98/99) : 2002 = £1 billion on sport alone
Sponsorship Duration
Longevity – Cornhill v Gillette v Volvo
Promiscuity
– Nationwide and Glen Hoddle
Exit Strategies
Choosing a Brand to Sponsor
The Power of a Brand’s image is a function of :– Favourability (Football 1980’s v
Alliance and Leicester etc.)
Complex (World Cup ‘98 - 12 main
sponsors, 40minor sponsors, 150 logo/merchandising deals)
Trends in Sponsorship Composition – More Complexity – More ‘Ambush Marketing’ (Adidas v
FIFA suggests soccer generates $200 billion economic activity p.a.. The World Cup generates audiences in excess of 30 billion. @ 1 in 3 people on the planet watched the final
now) – Strength (Fan allegiance
behaviour) – Unique (Man U., Grand National
etc).
Celebrity Endorsement
As with Sponsorship, CE aims to produce transfer of image from the celebrity to the endorsed brand By definition ‘celebrity’ means that the endorser is well known to the customer. It is less clear as to what elements of image transfer and why
Sponsorship Benefits Continued
Allows for Brand Image Transfer (Autoglass and Chelsea, Volvo and Tennis/Golf) Motivates Internal Marketers Corporate Hospitality Options Newsworthiness/Relevance Leverage potential