Posts tagged " mistakes "

How to Handle a Sponsorship Break-up

November 20th, 2018 Posted by

For various reasons, commercial partnerships end from time to time. What happens, however, when a break-up occurs mid-season or you are notified with a full year to go that a sponsor won’t be renewing? (more…)

Dear Sam, this is why sponsorship and memberships are a marriage made in heaven

March 14th, 2018 Posted by

In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. 
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five steps to signing off the year in style with your partners.

Dear Sam, I wish I did this at Christmas…

December 14th, 2017 Posted by

In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. This one is, of course, about Christmas!
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sponsorship activations

Dear Sam, I wish I knew this about activations …

October 18th, 2017 Posted by

In this ongoing series, Sam Irvine, SponServe’s Territory Manager, Australia and New Zealand, ponders his past life as a commercial manager at a rights holder and what he wishes he knew. Then, he pens a letter to his younger self. This one is on activations. (more…)

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

   sponserve inside sponsorship podcast omny button   Inside Sponsorship Podcast

 


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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…)

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…)

key question to ask sponsors

The key question I wished I asked sponsors … but never did.

July 26th, 2017 Posted by

Having worked as a right’s holder for more than five years, I had my fair share of different commercial partners with wide ranging communication styles and expectations. Now that I sit in a different space, but am lucky enough to still be involved in the sponsorship industry, I can see things from a different angle. (more…)

Managing Sponsor Records – How I Learned The Hard Way

Managing Sponsor Records – How I Learned The Hard Way

September 30th, 2015 Posted by

I was in my dream job, sponsors were happy and I was beating targets. For the first time in my career I was due a bonus and was hoping for a pay rise – until my performance review.

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The 3 Hardest Lessons I’ve Learnt In Sponsorship Management

The 3 Hardest Lessons I’ve Learnt In Sponsorship Management

August 25th, 2015 Posted by

When I describe what it is like working in sponsorship to friends I usually say that it is like the old circus act when the performer spins plates at the end of long sticks.

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