Monthly Archives: August, 2017

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

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

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Jobs That Caught Our Eye – 28 August 2017

August 28th, 2017 Posted by

Each week, we round up the sponsorship, commercial and partnership jobs, from all over the globe, that we think might be of interest. Here’s the one’s that caught our eye this week.

(more…)

Why you should utilise brand ambassadors and 4 steps to doing it well

Why you should utilise brand ambassadors and 4 steps to doing it well

August 23rd, 2017 Posted by

Brand ambassador, player appearance, behind the scene’s access…whatever you want to call it, can be such an invaluable benefit or ‘string in your bow’ for both a rights holder or brand. Only if used, however, strategically with some clearly identified objectives. (more…)

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Jobs That Caught Our Eye – 21 August 2017

August 21st, 2017 Posted by

Each week, we round up the sponsorship, commercial and partnership jobs, from all over the globe, that we think might be of interest. Here’s the one’s that caught our eye this week.

(more…)

IP Owners Controlling Content. Max Barnett, Nielsen Sports

Inside Sponsorship – IP Owners Controlling Content and Conversations – Max Barnett – Nielsen Sports

August 16th, 2017 Posted by

Content is King. It’s almost a worn out saying but since it was first coined it has grown into an absolute truth. Whether you are trying to attract customers, or retain customers, content has become an integral part of a lot of businesses. (more…)

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Jobs That Caught Our Eye – 14 August 2017

August 14th, 2017 Posted by

Each week, we round up the sponsorship, commercial and partnership jobs, from all over the globe, that we think might be of interest. Here’s the one’s that caught our eye this week.

(more…)

IP owners controlling content & conversations will change sponsorship

IP owners controlling content & conversations will change sponsorship

August 10th, 2017 Posted by

IP owners now have more control of their content, and therefore the conversation, in ways never seen before. It’s not just with their existing owned audiences but, potentially, borrowed audiences as well. This is the topic for Nielsen’s Commercial Trends in Sport 2017 – #2 – IP owners taking control of content and the conversation. (more…)

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Jobs That Caught Our Eye – 7 August 2017

August 10th, 2017 Posted by

Each week, we round up the sponsorship, commercial and partnership jobs, from all over the globe, that we think might be of interest. Here’s the one’s that caught our eye this week.

(more…)

Inside Sponsorship - Mistakes - Abby Clemence from Infinity Sponsorship

Inside Sponsorship – Sponsorship Mistakes – Abby Clemence from Infinity Sponsorship

August 2nd, 2017 Posted by

Mistakes. We all make them and, sometimes, we make the same mistake over and over. Maybe it’s because we get excited about an opportunity and rush even though it’s against our better judgment; “Oh, it’ll be different this time around!”. Maybe we just don’t know how to do it better. (more…)