Sports sponsorship: principles and practices

Acknowledgments

Foreword / Tony Ponturo

Introduction

1. Promotional Communication and Persuasion

Elaboration Likelihood Model

Elaboration Likelihood Model and Promotional Communication

Branding Process

Achievement of Goals Leading to Persuasion

Brand Recall

2. The Principles of Sponsorship

Product Placement

Sponsorship Denned

The Property Need for Revenue

Sponsors as Property Promoters

The Sponsorship Negotiation Process

The Role of Agencies in the Sponsorship Process

3. Sponsorship Selection: Audience Variables, Cost and Exclusivity

Property Selection Overview

Property Selection: Target Audience

Property Selection: Income

Property Selection: Geographic Scope

Property Selection: Common Interest

Sponsorship Timing

Sponsorship Cost

Sponsorship Exclusivity

Product Category Definition

4. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media

Sponsored Elements Within the Broadcast

Stadium and Arena Naming Rights Sponsorship

Sponsor Role in Stadium Construction and Financing

College Football Bowl Game Sponsorship

Audience Reaction to Sponsorship

5. Sponsorship Selection: Brand Association

Brand Congruence

Individual (Self) Congruence

Sponsor Congruence

Sponsor Congruence: Image

Sponsor Congruence: Functional

Geographic Congruence

Multiple-Sponsor Congruence

Consumer Behavior

Purchase Congruence

Uniform/Apparel Sponsorship

University Uniform and Equipment Sponsorship

6. Sponsorship Activation

Activation Spending

Activation: Planning and Customization

Activation: Brand Association

Activation: Brand Theme

Activation: Fan Experiences

Activation in Practice

Activation In-Stadium/In-Arena

Non-Stadium/Arena Activation

Hospitality

Credit Card Industry

Sponsorship Retention and Renewal

7. Hindrances to a Successful Sponsorship

Advertising Clutter

Ambush Marketing

Ambush Marketing Practices

Ambush Marketing Remedies

League and Team Conflict: The Legal Battles

League and Team Conflict in Practice

Non-Rights Holder Media Conflict

Company Scandal

Fans of Rivals

8. Sponsorship of Individuals

Endorser Characteristics

Expertise

Individual Sponsors Activation

Athlete and League/Team Conflict

Athlete Misbehavior

Conflict Repair Strategies

Athlete Injury

9. Sponsorship and Corporate Social Responsibility

The Functions of Public Relations

Corporate Social Responsibility

Sponsorship Selection: A Corporate Social Responsibility Initiative

Corporate Social Responsibility Outcomes

Corporate Social Responsibility and Sports Sponsorship

10. Sponsorship Evaluation

Methods of Evaluation: Brand Exposure Metrics

Evaluation: Digital Technologies

Return on Investment (ROI)

Return on Objectives (ROO)

Evaluation and Planning

Who Should Measure?

Conclusion

References

Index.