Posts tagged " proposals "

Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions

Inside Sponsorship – Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions

August 30th, 2017 Posted by No Comment yet

We’ve all done it. We hear the news that a company has entered into a new sponsorship with a rights holder. Company A has sponsored Rights Holder B, and, in a split second, we think to ourselves “Of course, that partnership makes sense” or, we think “What? How the hell do those brands go together?”

Interestingly, while there will most likely be a whole bunch of well thought out benefits, messages and activations in the partnership, it is your answer to the question of “Do they go together?” that communicates so much.

That’s why, the communication impact of a deal should not be underestimated by either rights holders or brands. In sports, fans are connected deeply with and are invested heavily in the rights holder and sponsorship deals can fuel either greater loyalty and connection, and that can be transferred to the sponsoring brand, or, it can fuel distaste.

“What? How the hell do those brands go together?”, was a common reaction to the seven-year, $600 million US agreement in 2012 in which U.S.-based Chevrolet became a sponsor of Manchester United.

That deal sparked an interest in how sponsorship deals convey subtle messages. David M. Woisetschläger, Christof Backhaus and T. Bettina Cornwell set out, in the context of sports, to examine how sponsorship deal characteristics affect consumer inferences, attitudes, and behavioural intentions toward a sponsor and a sport property in a partnership.

Here, Bettina provides some insights.

Their resulting research is titled Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions. It is a fascinating piece of research that has implications and learnings at all levels and that’s’ why we invited David, Christof and Bettina on the show so that we could break the research down into some easy to digest pieces.

You can connect with the authors at the following links

If you would like a copy of the research paper, in its final formatted form, the research team are happy to send the final paper, and more of their research, if contacted via e-mail or ResearchGate.

Also joining us on the show is Sam Irvine, SponServe’s Territory Manager for Australia and New Zealand, who discusses his latest blog about why you should utilise brand ambassadors and four steps to doing it well. You can read Sam’s full blog here.

Enjoy

   sponserve inside sponsorship podcast omny button   Inside Sponsorship Podcast

 


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Inside Sponsorship - CDW - Dan Frystak

Inside Sponsorship – CDW – Dan Frystak

July 6th, 2017 Posted by No Comment yet

You don’t often come across brand’s, or their staff, who are vocal about sponsorship on social media. Sure, there are those that are vocal about promoting or activating their sponsorships but not many that share their thoughts, ideas and experiences on sponsorship in a way that contributes to the industry. (more…)

Sponsorship Sales – How to Get a Decision

Sponsorship Sales – How to Get a Decision

June 27th, 2017 Posted by No Comment yet

I love selling because there are so many little things you need to work through and be nimble with but there is also a solid process that needs to be mixed with thinking on your feet. All of that allows good sales people to stand out from mediocre ones.  (more…)

How To Position Sponsorship To The Government

How To Position Sponsorship To The Government

January 24th, 2017 Posted by No Comment yet

I got thrown an unusual question by someone recently, “Government departments are not your standard corporate. How do I position my sponsorship opportunity when dealing with government to have the best shot at success?”. The question forced me to analyse the way I have always dealt with funding and sponsorships from government departments. (more…)

Achieve Sponsorship Cut-Through In A Crowded Market

4 Ways Brands Can Achieve Sponsorship Cut-Through In A Crowded Market

January 12th, 2017 Posted by No Comment yet

There is no doubt that sponsorship can be a powerful tool in a brand’s marketing. But how can brands ensure they achieve cut-through when competing brands are also using sponsorship in the same market? (more…)

What Would Being Santa’s Sponsorship Manager Look Like?

December 15th, 2016 Posted by No Comment yet

It’s Christmas and so I thought I would have a bit of fun exploring what sponsoring Santa would look like, recalling some of the topics I have written about this year, and trying to work through the process of developing an approach for an available property I have as Santa’s sponsorship manager – Milk Pourage Rights. (more…)

public call for sponsorship

Are You Looking For Sponsors? Should You Put Out A Public Call?

December 8th, 2016 Posted by No Comment yet

There is one true sign, apart from the weather, that it is off-season for winter sports here in Australia – that’s the endless trail of public calls for sponsors. I don’t know whether to laugh or cry!

(more…)

what sponsors really want

Four Things Brands Want To See From Sponsorship Seekers

November 23rd, 2016 Posted by No Comment yet

Last week I had the privilege of moderating a sponsorship panel, at World Rugby Confex 2016 in London, which discussed “The Sponsorship Pathway – Are You Sponsorship Ready?” The sponsorship expert panellists were Fiona Taag from DHL, Murray Barnett from World Rugby, Tom Kingsley from EY and Sophie Morris from Millharbour Marketing. Many interesting things were discussed such as measurement, shared objectives and proposals … even love affairs! (more…)

How To Create Sponsorship Board Reports

How To Create Sponsorship Board Reports

November 10th, 2016 Posted by No Comment yet

One of the tasks that often made me nervous, especially as a young sponsorship manager, was creting sponsorship Board reports. Those new to this task can often spend hours working over the best way to report because it is obviously a rare occasion to showcase your work to the most influential people within your organisation. (more…)

Making The Most Of Event Sponsorship

Making The Most Of Event Sponsorship – Key Learnings From The Leaders Conference

October 25th, 2016 Posted by No Comment yet

Earlier this month I attended what is a global highlight on the calendar of any sports business professional – Leaders, The Sport Business Summit. There were many great speakers and even more great (and late) networking opportunities. Three key learnings really stood out and hit home for me. (more…)