Niche Sport Sponsorship: Providing the Target Market Sponsors Want?

2021 ◽  
Vol 30 (2) ◽  
Author(s):  
Greg Greenhalgh ◽  
Tiesha Martin ◽  
Allison Smith
Keyword(s):  
Target Market ◽  
Corporate Sponsorship ◽  
Sport Sponsorship ◽  
Ticket Sales ◽  
Sport Teams ◽  
Corporate Support

Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the value of this relationship could increase substantially. Yet, the findings of the current study revealed nearly 60% of the 67 sponsors of two different niche sport teams indicated their target market included all of the categories provided for sex, ethnicity, education, and income, even though results also indicated the two teams were attracting statistically significant different fan bases: from a demographic perspective.

Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport Teams in Germany and China

2021 ◽  
pp. 1-13
Author(s):  
Anton Behrens ◽  
Yanxiang Yang ◽  
Sebastian Uhrich
Keyword(s):  
Customer Orientation ◽  
Team Sport ◽  
International Markets ◽  
Target Market ◽  
Brand Positioning ◽  
Local Adaptations ◽  
Foreign Brand ◽  
Sport Teams ◽  
Underlying Mechanisms ◽  
The U.S

Professional team sport brands are increasingly striving to conquer markets abroad. However, little is known about promising brand positioning strategies in international markets. In the context of U.S. team sport brands’ efforts to attract satellite fans in two different target markets (i.e., Germany and China), this research uses three experimental online studies to test the relative effects of two foreign brand positioning strategies (purely foreign vs. locally integrated foreign) on satellite fans’ attitudes toward the strategy and brand interaction intentions. Findings suggest that fans’ responses depend on the target market. While German fans respond more favorably to purely foreign brand positioning, Chinese fans prefer local adaptations of the U.S. brands to Chinese customs. These diverse effects can be explained by different underlying mechanisms: purely foreign brand positioning increases perceptions of authenticity among German fans, while locally integrated foreign brand positioning increases perceived customer orientation and pride among Chinese fans.

CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

2020 ◽  
Vol 21 (2) ◽  
pp. 371-388 ◽  
Author(s):  
Apollo Demirel
Keyword(s):  
Experimental Study ◽  
Field Study ◽  
Consumer Response ◽  
Professional Sport ◽  
Socially Responsible ◽  
Sport Sponsorship ◽  
Content Type ◽  
Sport Team ◽  
Sport Teams

PurposeThe purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.Design/methodology/approachAn experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.FindingsThe results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.Practical implicationsBrands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.Originality/valueThis paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.

scholarly journals Sport sponsorship alliances: relationship management for shared value

2014 ◽  
Vol 4 (4) ◽  
pp. 270-283 ◽  
Author(s):  
Ashlee Morgan ◽  
Daryl Adair ◽  
Tracy Taylor ◽  
Antoine Hermens
Keyword(s):  
Single Case ◽  
Corporate Sponsorship ◽  
Informal Governance ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Content Type ◽  
Partner Satisfaction ◽  
International Sport ◽  
Business To Business

Purpose – Using a case study of an international sport event, the purpose of this paper is to examine the inter-organisational relationship between a sport event property and its corporate sponsors. Design/methodology/approach – Interviews were conducted with personnel from the national sport organisation responsible for the delivery of this major event, and from four of its corporate sponsorship partners. Findings – The findings indicated that both formal and informal governance were critical to the relationships underpinning these sponsorship alliances. From a dyadic perspective, it was found that the satisfaction of sponsorship partners had two key elements: tangible commercial benefits from the sponsor-sponsee alliance, and the less tangible but nonetheless valuable relationship support within the partnership. In short, partner satisfaction and alliance stability stemmed from relational constructs and the balance of formal governance mechanisms. Originality/value – This paper explores the variables that generate value and maintain alliance stability for improved sponsorship governance. These findings, while focused on a single case study, have implications for research in the field of sponsorship and to the area of business-to-business relationships more broadly.

Using Sport Sponsorship to Penetrate Local Markets: The Case of the Fast Food Industry

1996 ◽  
Vol 10 (2) ◽  
pp. 169-187 ◽  
Author(s):  
Laura Cousens ◽  
Trevor Slack
Keyword(s):  
Corporate Culture ◽  
Fast Food ◽  
Food Industry ◽  
Food Chains ◽  
Local Market ◽  
Market Area ◽  
Fast Food Industry ◽  
Sport Sponsorship ◽  
Sport Teams ◽  
Significant Factors

Many owners of fast food franchises use sport sponsorship as a means of penetrating their local market area. The purpose of this paper is to examine how these franchisees make decisions about sponsorship requests that allow them to enhance their own position within their local market while at the same time ensuring the consistency and continuity of image that successful fast food chains require. Data were collected from interviews with representatives of 11 fast food companies, from articles in the trade literature, and from company documents. Ranging on a continuum from total franchisee control of decision making to a situation in which the autonomy of the local outlet is eliminated, three approaches to making decisions about sponsoring sport teams and events were identified: the independent approach, the communal approach, and the controlled approach. The structure and corporate culture of the restaurant chain are shown to be significant factors influencing the way decisions about sport sponsorship are made.

An Analysis of the Influence of Competitive and Institutional Pressures on Corporate Sponsorship Decisions

1999 ◽  
Vol 13 (2) ◽  
pp. 114-138 ◽  
Author(s):  
Tim Berrett ◽  
Trevor Slack
Keyword(s):  
Geographic Area ◽  
Decision Makers ◽  
Competitive Environment ◽  
Institutional Pressures ◽  
Corporate Sponsorship ◽  
Occupational Training ◽  
Sport Sponsorship ◽  
First Mover Advantage ◽  
Institutional Forces ◽  
First Mover

Sport sponsorship is frequently described as a strategic activity, and thus, it is influenced by both competitive and institutional forces. Using a sample of 28 Canadian companies, this study explores the influence of competitive and institutional pressures on those individuals who make decisions about their company's sport sponsorship initiatives. The results show that the sponsorship activities of rival companies were influential in a company's sponsorship choices. This was particularly the case in highly concentrated industries. We also show some evidence of a first-mover advantage in sponsorship decision-making but found preemptive strategies to yield little competitive advantage. In addition to these pressures from the competitive environment, institutional pressures from companies in the same geographic area, in the form of mimetic activity, in the form of involvement in social networks, and through the occupational training of the decision makers—all played a role in the choices made about what activities to sponsor.

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

Benefits of Sport Teams-Modell (BoST-Modell)

Marketing ZFP ◽  
2012 ◽  
Vol 34 (4) ◽  
pp. 316-335 ◽  
Author(s):  
Christoph Burmann ◽  
Michael Schade
Keyword(s):  
Sport Teams

ASSESSING THE EXPLICIT AND IMPLICIT EFFECT OF SPORT SPONSORSHIP ON DUAL BRAND KNOWLEDGE THE CASE OF INGAME ADVERTISING

2017 ◽  
Vol 2017 ◽  
pp. 492-492
Author(s):  
Steffen Schmidt ◽  
◽  
Matthias Limbach ◽  
Sascha Langner ◽  
KlausPeter Wiedmann
Keyword(s):  
Sport Sponsorship ◽  
Brand Knowledge

Research on the Marketing Strategy of Online Education -- Taking New Oriental as an Example

2020 ◽  
Vol 2 (2) ◽  
Author(s):  
Jialu Chen ◽  
Yingxiao Han ◽  
An Li
Keyword(s):  
Online Learning ◽  
Online Education ◽  
Online Teaching ◽  
Large Scale ◽  
Target Market ◽  
Growth Trend ◽  
Continuous Growth ◽  
Financial Investment ◽  
Marketing Mode ◽  
Marketing Costs

In recent years, with the development of society and the progress of science and technology, online learning has penetrated into people's daily life, and people's demand for high-quality curriculum products is more and more strong. From a macro perspective, the continuous growth of national financial investment in education, the continuous upgrading of China's consumption structure, the development of 5G technology and the popularization of AI intelligence make online teaching less limited. The online education industry is showing an explosive growth trend. More and more online education institutions are listed for financing, and the market value is soaring. However, in 2019, except for GSX, the latest online learning platforms such as New Oriental, Speak English Fluently and Sunlands, have been in a state of loss. Most of these agencies seize the market by increasing advertising investment, but at the same time, they also bring huge marketing costs, which affect the financial performance of the company. With the enhancement of Matthew effect, large-scale educational institutions occupy a large market through free classes and low-price classes, while small and medium-sized institutions with weak capital strength are often unable to afford high sales costs, facing the risk of capital chain rupture. Taking new Oriental online as an example, this paper analyzes the problems existing in the marketing strategies of online education institutions. It also puts forward suggestions on four aspects, which are target market, differentiated value, marketing mix and marketing mode, so as to make sure that online education institutions can control marketing expenses and achieve profits by improving course quality, expanding marketing channels and implementing precise positioning.

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