TOPIC 5 – MARKETING
COMMUNICATION TOOLS
SPONSORSHIP
WHAT IS SPONSORSHIP AND WHAT NOT
Sponsorship is
The investment in cash or kind (products, activities, know-how…) in an athlete or
any other famous person, sports, famous team or event for access to the
exploitable commercial potential with the purpose of realising marketing
communication objectives
Sponsorship is not
Advertising
Charity
Event marketing
CHARACTERISTICS
Basics: association between sponsor and brand = “brand fit”
Indirect positive message
Non-verbal channel
(can be) financially interesting tool
Timing is hard to control
CORPORATE VS MARKETING
Corporate communication
= Selling the company (cultivate goodwill, improving the image or brand awareness)
Marketing communication
= Selling the product (boosting sales through improving the name and fame of a product)
TARGET GROUPS
Corporate
Financial institutes
Community, general public
Distributors, commercial partners
Employees
Marketing
(potential) clients
COMMUNICATION TOOLS
SPONSORSHIP
WHAT IS SPONSORSHIP AND WHAT NOT
Sponsorship is
The investment in cash or kind (products, activities, know-how…) in an athlete or
any other famous person, sports, famous team or event for access to the
exploitable commercial potential with the purpose of realising marketing
communication objectives
Sponsorship is not
Advertising
Charity
Event marketing
CHARACTERISTICS
Basics: association between sponsor and brand = “brand fit”
Indirect positive message
Non-verbal channel
(can be) financially interesting tool
Timing is hard to control
CORPORATE VS MARKETING
Corporate communication
= Selling the company (cultivate goodwill, improving the image or brand awareness)
Marketing communication
= Selling the product (boosting sales through improving the name and fame of a product)
TARGET GROUPS
Corporate
Financial institutes
Community, general public
Distributors, commercial partners
Employees
Marketing
(potential) clients
