1.8 Sports Sponsorship Part 2

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En provenance du cours de Yonsei University

International Entertainment and Sports Marketing

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Yonsei University

International Entertainment and Sports Marketing

129 notes

Cours 5 sur 6 dans Specialization International Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

À partir de la leçon

Sports Marketing

During Week 1, learners will discover how to conceptualize Sports Marketing in two different ways. Sports Marketing is not only the marketing of sports but also the marketing via sports. This definition explains in clear terms how sports itself can be marketed but also how sports can be used to market other industries. Learners will then, via many examples, identify the prototypical and differentiating characteristics of sports marketing such as Fan Marketing, Influence Marketing, Storytelling in Sports, and Sports Sponsorship. In this module you can activate sports marketing via lessons from experts from Professor John Davis at Duke, CE and Josh Mora, Sports Marketing and Media Program Director at Full Sail University.

Introduction to Specialization3:42

1.1 Introduction to Course1:38

1.2 What is Sports Marketing Part 17:49

1.3 What is Sports Marketing Part 27:37

1.4 Fan Marketing12:12

1.5 Influence Marketing: Sports7:41

1.6 Storytelling in Sports Marketing10:24

1.7 Sports Sponsorship Part 16:59

1.8 Sports Sponsorship Part 29:12

1.9 Expert Interview with John Davis, Duke University7:00

1.10 Expert Interview with Josh Mora, Full Sail University18:33

Rencontrer les enseignants

Dae Ryun Chang
Professor of Marketing
School of Business

Okay, a simple way to conceptualize and

even plan sponsorship in sports is via what I call

the 4 As approach, which stands for awareness,

attitude, activation and adaptation.

So how do we increase awareness?

These might be some of the key considerations or

conditions, such as, what is the competition doing?

And the share of voice,

a frame of mind.

When they don't sponsor, you should.

Because your voice becomes that much bigger.

It's when you can create a new brand association that you didn't have before,

that are related to sports, such as being trustworthy,

being loyal, being global.

If your sporting property has all of those associations itself.

When you can communicate it in an integrated way,

not just relying on just one communication vehicle.

And also from a long-term perspective,

when your brand awareness is well maintained.

And if your brand is already well known.

It's the case of the rich becoming richer.

So even as a famous brand,

you can become even better through the use of sports sponsorship.

Okay, so how do you increase attitude?

Again, it happens when the following conditions are met.

And I think chief among them is this word called fit.

So there's a lot of research being done,

that has been done, on the notion of fit or congruence.

So there has to be this congruence between the sponsor and the sport.

So just because you have a famous sporting team or player,

that doesn't mean that you'll always have a good fit between that property and you.

So you have to really search well and

pick well who your sporting property will be, that have that proper thing.

And what you want of course is a positive attitude transfer.

And with some players,

the opposite can happen because they may have a bad boy image.

The team may have a bad Image, as well.

So again, just because they are performing well,

that doesn't mean that the transfer will be necessarily positive.

If you're sponsoring a team, the same applies.

So some teams have a very squeaky clean

image whereas other teams do not.

And in terms of authenticity, if it's linked to non-commercial causes.

Okay, what about activation?

Well, activation also increases when you have the following conditions.

So these are some of the things that you can try to manage.

That you can try to combine it with collateral communication.

So I think it's consistent with the integrated need for

communication that we saw with awareness.

Of course you need money, so there may be this threshold that

you have to pass in terms of how much money has to be spent,

certainly for bigger events like the World Cup or the Olympics.

And that's because there's a lot of competing noise being created by

other brands when it's linked with good causes here.

And if your sports property is very leverage-able,

meaning that it has a lot of different kinds of

association that you can tie it with.

And finally, what about adaptation?

So here we're talking about adapting to local markets.

So, many sporting properties are lucky in that they have local followers.

Teams like Manchester United, teams like the New York Yankees are beloved

the outside their home markets, so for them that's relatively easy.

But if that's not the case, well, then that has to be creative.

It also helps if your property has local ingredients.

So one good example of that is having local players.

So, I'm living here in Korea.

And so we've many Korean players play in the Major League Baseball.

So it helps if a Korean plays on your team.

And that will be the local ingredient that suffices to have fans here,

such as in Korea or Japan.

Or, it could be a player playing in the Bundesliga or

La Primera Liga, or the EPL, that comes from

a certain country to develop a fandom abroad.

It also helps to have this good balance between global and

local sports sensibilities.

So I think some teams are much more global in that respect.

Whereas some sports such as American football

have been traditionally much more domestic.

Even though they're trying to change that by developing franchises or

experimenting with exhibitions and

toying with the idea of expanding to Europe.

And lastly of course, it helps that a global market has enough purchasing power,

such as to afford licensed merchandise.

Okay, a country or city can be part of sports sponsorship.

They can be a property, as is the case with, again, the Olympics, the World Cup.

So here some of the guidelines is that you need baseline in

terms of needing to know what the country or city image is.

And then you have to market it.

You have to know what is different about it.

What's strong about it?

What's favorable about it?

Because it could be weak.

It could be unfavorable.

And it could be non-unique.

So therefore, you have to conduct a SFU analysis, even on that city level.

And I think the beauty about a country or

a city is that it's not just limited to sports.

So, this is where maybe the national tourism board can help.

Because bringing people into a country, for example like Brazil,

which is hosting the Rio Olympics, has a lot to offer in terms of tourism.

So you need to balance the attractions

stemming from the sporting event with other attractions.

And lastly, I think you need to be open-minded and

allow for some flexibility in how to market

the city with your sponsors and other partners.

So don't feel that the onus is on you to control how your country or

city has to be marketed.

Maybe your partners have much more and better ideas of how to do that.

Okay, so wrapping up.

Sport sponsorship is about, at least according to me,

a small fish wanting to eat the bigger one.

It should be base on VSA.

And we saw that reflected in the long-term and short-term objectives.

I talked about how to use the 4A's of sports to plan and execute sponsorship.

And finally, I talked about how city and

country is an extra dimension to consider in sports sponsorship.

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