Sports Sponsorship

Marketing
Management
Sir. Nadir Munir

Presented By:
Muhammad Asad Abbas
Roll No.142013

Contents…
 Definition
 History
 Purpose of Sports Sponsorship
 Types of Sports Sponsorship
• Individual Athlete Sponsorship
• Teams or Squads Sponsorship
• Team Shirt Sponsorship
• Event Sponsorship
• Venue or Stadium Sponsorship
• Broadcast Sponsorship
 International Sports Sponsorship
 Sports Sponsorship in Pakistan
 Advantages
 Limitations
 Conclusion

Definition…
Sports Sponsorship:
Is defined as Financial support of a sports
event, team, club or player in return for advertising privileges.
Reference: ©2005 Pearson Education Canada Inc.

Definition…
Sports Sponsorship:
Is a commercial deal where a business
provides support, usually financial, for a team, athlete or event.
Reference: https://prezi.com/u5tsi_5qxf9j/sponsorship-in-sport/

Definition…
Sports Sponsorship:
Is a transactional relationship through which
commercial benefits accrue for the sponsor partner and financial or
service benefits for the sponsored sport partner.
Reference:
Dr. McConnell
Sports Studies
University of Canberra
http://www.slideshare.net/robinmcconnell/defining-sport-sponsorship

History…
 The value of linking sports with brands has been
understood for well over a hundred years, which is
why sports marketing is not the new phenomenon.
 The real growth in sports marketing is inextricably
linked to the rise in TV coverage of sports over the
last 60 or 70 years.
 First paid athletic event begin in august 28, 1858.
 Tobacco cards, featuring the baseball stars of the day,
first appeared in the 1870s.

History…
 Good year tire and rubber company pilgrim blimp fly
over athletic event Sep 1, 1925.
 In June 28,1928, Summer Olympics Coca Cola partners
with the Olympics and remains a sponsor to this day.
 For the Berlin Olympics of 1936, Adi Dassler provided
spikes free of charge to the sprinter Jesse Owens.
 In Oct 22,1939, The first televised NFL game happened
on this date.

History…
 In Jan 8,1949, First major endorsement by a female.
Babe Didrikson Zaharias signs with Wilson Sporting
Goods for $100,000 a year .
 In Jan 2, 1966, Ohio University begins offering the
first Sports Marketing Degree program in the
nation.
 In Jun 1, 1984, For the first time the Olympics is
privately financed...and...shows a profit.

Purpose of Sports Sponsorship…
 To Increase Brand Awareness
 To Create Exclusivity
 To Build Good Will
 To Secure Entitlement or Naming Rights
 Sales Increment
 To Increase Profit
 To Avoid Competitors Threat
 Enhancing Image
 To Build Relationship

Types of Sports Sponsorship…
Types of Sponsorship in Sports
– Individual Athlete Sponsorship
– Teams or Squads Sponsorship
– Team Shirt Sponsorship
– Event Sponsorship
– Broadcast Sponsorship

Individual Athlete Sponsorship…
an athlete can be sponsored in many different
ways:
The following things can be provided by the sponsor to
athlete.
o Funds
o Clothing
o Equipment
o Travel
o Hospitality

BOOM BOOM a Pakistani Cricket Kit Manufacturer sponsoring S.Afridi, H.Gibbs and Jade D.

Adidas Sponsor Lionel Messi.

MRF Sponsor many Cricket Players

Clothing…
Red Bull Provide Suits to F1 Drivers.

Clothing…
Chevrolet Sponsored shirt of Manchester United.

Equipment…
Nike Provide Soccer Kits to Players.

Equipment…
BOOM BOOM Provide Cricket Kits to Cricket Players.

Teams or Squads Sponsorship…
 In Team Sponsorship a company sign contract with
the team.
 Provide many facilities or funds to the team.
 By organizing events and placing company logo in
the stadiums or on the shirts of athletes promote its
brands.
 Impose some restrictions on the Team members.

South African Cricket team Sponsored by Castle Brewery

QATAR AIRWAYS is the official Sponsor of Barcelona.

SAHARA Channel is the Sponsor of Indian Hockey Team.

Team Shirt Sponsorship…
 Many Companies Place logos on the Shirt of Players.
 Provide Funds and Facilities to the Team in its Return.
 Through this strategy Company Promote Itself in front
of large audience.
 Easy but expensive way of marketing

PEPSI Cola International Sponsored PAKISTAN Cricket Team Shirt.

SAHARA Channel Sponsor INDIAN Cricket Team Shirt.

PSL Squad Islamabad United Sponsored By Dostea.

Event Sponsorship…
 Companies Sponsor event for their Promotion.
 Place their Logo with the name of Event.
(Title Sponsors)
 Place Sign boards in the grounds during the
Match.
 Capture large Number of audience.
 Maximum times get positive results.

COCA-COLA official Partner of Olympics.

DLF is the Title Sponsor of Indian Premier League.

Hyundai is the official sponsor of NFL.

Broadcast Sponsorship…
 In Broadcast T.V and Radio Channels Play Live Sports Event
on air.
 During these events Different companies promote their
Brands by showing Ads or Commercial.
 Through this type of sponsorship companies get benefits in
the form of sales increment
 Provide funding to Channels for their services.
 This type of Sponsorship is very complex and difficult to
design or plan and also very expensive.
 Large number of audience is targeted from this type of
Sponsorship because millions of People watch and listen to
T.V and Radio.

International Sports Sponsorship…
International Brand Ambassadors (athlete sponsorship)
Lionel Messi becomes the TATA motors global brand ambassador

Jenson Button (F1 Driver) is Global Brand ambassador of Gillette

David Beckham (Soccer Player) is Global Brand ambassador of SAMSUNG

International Event Sponsors
SAMSUNG is official sponsor and Partner Of Olympics.

SONY is official sponsor and partner of FIFA world Cup Brazil 2014

HYUNDAI is the official sponsor and partner of ICC CWC 2015

Sports Sponsorship in Pakistan…
Brand ambassadors From Pakistan (Athlete Sponsorship)
Shahid Afridi is new brand ambassador of Haier.

Brand ambassadors From Pakistan (Athlete Sponsorship)
Waseem akram is brand ambassador of Ufone.

Teams Sponsors of Pakistan
 PEPSI Cola International is official Sponsor of Pakistan Cricket Board (PCB)
 PEPSI logo is placed on the Pakistan’s cricket team uniform.
 PEPSI pay good amount to Pakistan’s cricket team Players for acting in T.V advertisements of its beverages.
 AQUAFINA mineral water is used by Cricket players during Matches and it’s a source of promotion.

Teams Sponsors of Pakistan
National Bank of Pakistan is official sponsor of Pakistan’s National Hockey Team
 NBP logo is placed on the Pakistan’s cricket team uniform
 NBP Provide Facilities and Financial support to the Team

Event Sponsors of Pakistan
HBL is the Title Sponsor of PSL 2016.

Event Sponsors of Pakistan
Haier organize Cricket tournaments in Pakistan.

Advantages…
 Brand enhancement – tying up with another individual, event, or organisation that has a
strong reputation can enhance your company’s reputation simply by association
 Awareness raising – your brand name will gain visibility and be included in media
coverage e.g. the London Marathon takes the name of the lead sponsor, the 2103
marathon is referred to as the “Virgin London Marathon”
 Generate or increase sales – this could be directly e.g. selling your product at the event
you have sponsored, or indirectly – a positive change in audience attitude or awareness
leads to purchase
 Cost effective – sponsorship can be more cost effective than mainstream advertising

Limitations…
 Negative image association – a sponsorship deal can give out negative messages e.g. if
the sports individual you are sponsoring is caught cheating or there is crowd trouble at the
football event you are sponsoring.
 Lack of control – many of the variables (e.g. weather, media coverage, attendance etc.) are
uncontrollable.
 Sponsorship clutter – an overload of sponsors, normally at high-profile events such as the
Olympics, can turn off the target audience and ensure that no one sponsor stands out.
 Ambush marketing – ‘the practice whereby another company, often a competitor, attempts
to deflect some of the audience to itself and away from the sponsor’.

Conclusion…
 According to my opinion Sports sponsorship is a
better way of promoting a brand.
 Through sports sponsorship a brand can easily hit
on the psychological and emotional perspectives
of its consumers.
 It helps to build long and loyal relationship.
 It is many times cost effective then many other
forms of advertisement (i.e. T.V commercials).
 Some times it is opposite to the expectations and
create difficulties for the brand if the event or the
athlete do some thing wrong.
 That’s why it is very complex marketing strategy
and need better consideration for planning and
proceeding.

Sports Sponsorship

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