单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2016/9/1,0,Sponsorship Program,Feng Jing,Sponsorship ProgramFeng Jing,1,CHAPTER,OBJECTIVES,Comment on the growing importance of sports sponsorships as a promotion mix element,Design a sponsorship program,Understand the major sponsorship objectives,Provide examples of the various costs of sponsorship,Identify the levels of the sports event pyramid,Evaluate the effectiveness of sponsorship programs,CHAPTER OBJECTIVES,2,Definition,Sponsorship:investing in a sports entity(athlete,league,team or event)to support the overall organizational objectives,marketing goals,and promotional strategies.,DefinitionSponsorship:investi,3,The sponsorship process,Sponsorship,objectives,Sponsorship,budgeting,Sponsorship,acquisition,Implementing,and evaluating,the sponsorship,Promotional,strategy,Design a sponsorship program,The sponsorship processSponsor,4,Sponsorship objectives,Awareness,Competition(ambush marketing),Reaching target markets,Relation marketing,Image building,Sales increase,Sponsorship objectivesAwarenes,5,Determining the scope of the sponsorship,体育赞助对象包括,:,赛事赞助,运动队和俱乐部赞助,协会赞助,运动员赞助,体育场馆赞助,主场球队,价格（单位：百万美元）,合同期限（单位：年）,休斯顿,300,32,红皮肤,205,27,奇才,195,30,鹰,181.8,20,丹佛,120,20,美国最昂贵的主场冠名合同一览,Determining the scope of the s,体育营销活动的规律,Sponsorship fee,Promotion fee,体育营销活动的规律Sponsorship feePromot,7,Budgeting,赞助商,/,运动资产主体,赞助权利金,活化经费,比例,Coca Cola/TOP III(1994-96),4500,万,2,亿,5000,万,1,：,5.5,BMW/1996,奥运会,1000,万,4200,万,1,：,4.2,Master Card/1994,世界杯足球赛,1800,万,6300,万,1,：,3.5,Samsung/1998,亚运会,900,万,3000,万,1,：,3.3,VISA/TOP III,4000,万,1,亿,1,：,2.5,Sprint,美国电话公司,/NFL 1997-98,1900,万,4000,万,1,：,2.1,Source:L.Ukman&P.O.Berezin,1999,单位：美元,IBM/TOP III,4000,万,6000,万,1,：,1.5,Budgeting 赞助商/运动资产主体赞助权利金活化经,Budget proportion,营销工具及策略,赞助预算比例分配,公关（,PR,）,15-30%,推广与激励（,Promotions&incentives,）,10-20%,礼遇（,Hospitality,）,5-30%,测量、评估（,Measurement/evaluation,）,1-10%,商品化（,Merchandising,）,5-15%,律师、会计师等费用（,Agency fee,i.e.,legal&accounting,）,5-40%,设计、印刷（,Design/print,）,2-8%,签约（,Signage,）,5-10%,特殊活动（,Special events,）,2-8%,保险（,Insurance,）,1-5%,Budget proportion营销工具及策略赞助预算比例,Choosing the sponsorship opportunity,Fan attendance and demographic profile of fans at the event,体育迷到场率和这些人的人口统计学情况,Cost or cost per number of people reached,Length of contract,Media coverage,Value-added promotions,Sponsorship benefits,Choosing the sponsorship oppor,10,Determining the scope of the sponsorship,Global events;,International events;,Regional events;,Local events,Determining the scope of the s,11,Determining the athletic platform,Team,Sport,Event,Athlete,Based on sponsorship objectives,budget,geographic scope,Determining the athletic platf,12,Suggestions for choosing a sponsorship,Does the sponsorship offer the right positioning?,Does the sponsorship provide a link to brand image?,Is the sponsorship hard for competition to copy?,Does the sponsorship target the right audience?,Does the sponsorship appeal to the target audiences lifestyle,personality and values?,Can the sponsorship be used for hospitality to court important potential and current customers?,Is there a way to involve employees in the sponsorship?,How will you measure the impact of the sponsorship?,Can you afford the sponsorship?,How easy will it be to plan the sponsorship year after year?,Does the sponsorship complement your current promotion mix?,Suggestions for choosing a spo,13,Implementing and evaluating the sponsorship,体育赞助效果评估也叫做体育赞助效益评价，是指在赞助行为发生过程中或赞助行为结束后，运用一定的方法和手段进行调查和分析，以赞助效果评估报告的形式，对赞助商的投资效果做出综合评价。,Meenaghan(1983),认为赞助的评估可以在赞助发生之前,之中和之后进行。即从评估时间上分类，体育赞助效果评估包括事前评估，事中评估和事后评估。,Implementing and evaluating th,14,Why sponsorship fail?,No budget for activation,Not long term,No measurable objectives,Too brand-centric,Overlook ambush and due diligence,Too much competition for trade participation,Failure to excite the sales chain,Insufficient staffing,Buying at the wrong level,No local extensions,No communications of added value,Why sponsorship fail?No budget,15,Cases of sponsorship,Cases of sponsorship,16,