Marketing assignment on: Importance of sponsorship
4.1 Importance of sponsorship:
Sponsorship refers to a financial or a non financial aid which would help in order to support a particular event, function or an activity. Sponsorship would help in order to achieve various types of objectives (Behavior Change, 2010). Some of the possible reasons as to why sponsorship is important due to the following reasons. They are as under:
- Upgrade the attitude of the consumer
- Enhance the level of sales (Behavior Change, 2010)
- Create visibility as well as positive mind frame
- To differentiate themselves from its competitors
- Enhance the relationships with the customers, business houses, etc
4.2 Some of the benefits which could be reaped by the major sponsor for Motor Neuron Disease (MND) i.e. Adidas would be as under. They are as follows:
Þ Adidas would attain the overall naming rights of the Marathon
Þ Naming rights for the major event
Þ Naming right for a stipulated time frame such as for any exhibition, event, etc.
Þ Major levels of sponsorship
Þ Supporting sponsorship (Harrison, 2011)
Þ Adidas would be regarded as an official status of the product
Þ Demonstration or display opportunities (Behavior Change, 2010)
Þ Signage on the competitor uniforms, structures, vehicles, event staff
Þ Endorsement of the event or the product (Behavior Change, 2010)
Þ Use of official trademarks, logos, images of Adidas would be used
Þ Banner or pull-through ads on the event website (Harrison, 2011)
Since the major sponsor for the event is Adidas, a well established brand therefore the investment required would be approximately $45,000 – $60,000.
4.3 Benefits to the minor Sponsor:
The minor sponsor for MND Marathon would be Amber Werchon Property, Adidas, Cycle for Sue & Dundrum House Hotel Golf & Country Club
Some of the benefits to the minor sponsor could be as under. They are as follows:
Þ A fair communication strategy for the sponsor’s market (Harrison, 2011)
Þ Production of point-of-sale material for sponsor to distribute
Þ Advertising on the back side of the tickets of the events (Behavior Change, 2010)
Þ Advertising in event program or catalogue
Þ Redemption of the coupons (Behavior Change, 2010)
Þ Opportunity to offer either an equipment free of cost, technology, staff, services, as part of the value of the sponsorship deal (The Nationalist, 2011)
Þ Promotional media advertising based on the event (Fan, 2005)
Since the major sponsor for the event is Amber Werchon Property, Cycle for Sue & Dundrum House Hotel Golf, therefore the investment required would be approximately $10,000 – $15,000.
4.4 Promotional & Marketing Opportunities:
The use of the following promotional & marketing opportunities would help in order to benefit the event along with the sponsors. The most appropriate paid mode of media would be as under. They are:
Þ Inter Personal Communication channels would help in order to exchange the relevant information, share their feelings as well as have an immediate feedback (The Nationalist, 2011).
Þ Peer Educators
Þ Local Folk Media (Behavior Change, 2010)
Þ Use of Mass Media such as print, television, cinema, radio would help in order to advertise & reach huge masses (Fan, 2005).
Some of the benefits which could be attained by advertising would be to generate or increase the level of customers towards it. Advertising would also help in the reinforcement of the brand’s image, image with the public, as well as be a part of the long term strategy. This would also help in the fair positioning of the event amongst the target audience. With the help of advertising, the event could be reached to high levels of target audience.
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