A sporting chance
Sponsorship,onceasymbolof ofthenextinstallmentofthe
corporateexcessand HighSchoolMusicalfranchise,
Aligningabrand
stillfinditdifficulttopenetrate
anewmarketbecauseofalack
indulgence,isresurgentas itsseconddealwitha
withsomething
ofaudiencefamiliarity.
marketersfindanewplacefor Disney-ownedseries. Throughsponsorship,the
itwithinthemarketingmix.
aboutwhichthe
targetaudiencecanbe‘primed’
Butassportsfanswillbeall Vitalengagement
tooaware,manyleading Sponsorshipisapowerfulwayto
audiencefeels
tobereceptivetothebrand,
whichmeanstheywillbemore
companiesandbrandsare engagewithconsumers.Ata
pullingoutoftheirsponsorship timewhenpeopleareconstantly
passionatecan
likelytopayattentiontospecific
marketingmessages.
dealswithmajorsporting marketedtothroughan
servetocreate
events,high-profileteams increasingnumberofchannels, Findingtherightdeal
andsportsstarsastheylook engagementisvitalfor
goodwill. Sponsorshipisusuallyclassed
toshoreuptheir marketerstogettheirmessage asan‘abovetheline’activity
marketingbudgets. acrosstotheirtargetaudiences. becauseofitsmass
Prominentsponsorshipdeals Sponsorshipisamediumwhich engagementbetweenabrand
suchasHonda’sFormula1 canfacilitatethisbycreating andabroadaudience.
racingteam,Vodafone’slong tangible‘touchpoints’forthe However,whiletheessential
relationshipwiththeEnglish consumertocomeintocontact marketingprinciplesof
CricketBoardandtheDerby, andinteractwithabrand. sponsorshiparecommonto
andGM’sendorsementdealwith Enteringintoasponsor everysponsorshipdeal,
TigerWoodsarejustafewof partnershipcangiveabrand marketersarenowunlockingits
thenotableexamplesofthe accesstoaspaceoutsidethe abilitytodeliverthebenefits
lucrativepartnershipsthathave reachofregularmarketing normallyassociated
bittenthedustasembattled channels,aswellascreate with‘belowthe
companiesreinintheir uniqueopportunitiesthrough line’marketing
marketingspend. whichtobuildbrandawareness. channels.
Thehundredsofcolumn Sponsoringasporting
inchesgivenovertothesetales spectacle,teamorculturalevent
ofwoehavecreatedthe isalsoawaytofosterwithinthe
impressionthatthegoldenage targetaudiencepositivefeelings
ofthesponsorshipdealhas towardsabrand.
beendealtasevereblowbythe Aligningabrandwith
creditcrunch.However,while somethingaboutwhichthe
manyofthesemulti-million targetaudiencefeelspassionate
poundsponsorshipdealsare canservetocreategoodwill.
dryingup,thereissurging Itisanage-oldfactthat
interestamongmarketersto peopletendtofavourothers
findnewsponsorshipvehicles. wholikethesamethingsasthey
Thishasseentheintegration do;thisdynamicisnolesstrue
ofbrandsthatarenotnatural whenitcomestoforminga
competitors,butnonetheless relationshipbetweenbrand
sharethesametargetaudience. andaudience.
TravelgiantThomasCook Thisengagementbetween
hasjustsigneduptosponsor brandandaudienceisvitalto
theUKTVchannel’sKissFM’s engendering‘receptivity’in
Saturdaynight‘Kissalicious’ consumers,whichisespecially
show,theirveryfirstmedia usefulforacompanytryingto
spendontheirClub18-30brand launchanewproductorbreak
infouryears. intoanewmarket.Evenifa
AlsointheUK,retailerthe brandhasbeensuccessfully
Co-operativeisthenewsponsor establishedinonefield,itcan
30 May2009 www.dmi-news.com
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