Sponsorship

Events and sports sponsorship guidance

Sponsorship


Isabel Simões and Luisa Agante, International Journal of Advertising, Vol. 33, No. 3, 2014
The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent. A wide range of research addresses the effects of sponsorship on adults, but not much looks at children.

Lai Low Chow, Event Reports, Sponsorship Matters Singapore, May 2014

This event report considers the sports sponsorship experiences of leading players both as sponsors and as rights holders in Asia.


Lena Roland, Event Reports, Thinkbox, May 2014

This event report covers a Thinkbox analysis of five different forms of advertising, concluding that TV advertising has become more effective in recent years.


Rodoula H. Tsiotsou, Kostas Alexandris and T. Bettina Cornwell, International Journal of Advertising, Vol. 33, No. 2, 2014
This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on sponsorship strategies. Key themes include selecting the right sponsorship partner; understanding the short and medium term value of a sponsorship; sponsorship activation; evaluation methods; and opportunities in grassroots sponsorship.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how Bank of America leverages its partnership with Major League Baseball (MLB). One particular advantage of an alliance based around baseball from the company's perspective is that the season typically matches up with the time when consumers are most active in the banking sector.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This event report discusses how TD Ameritrade, the financial services company, aimed to achieve true brand "fit" to drive the maximum benefit from its sponsorship of the United States Olympic Committee (USOC) during the 2014 Winter Olympics in Sochi, Russia. Building on its experiences from the Summer Olympics in 2012, the firm aimed to fully connect its activities as an online broker, trading and retirement-planning group with the challenges and triumphs of being an athlete.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This report describes the sponsorship opportunities that have been undertaken by Coca-Cola, the soft drinks company, around the world. These are split into three categories: global and scalable partnerships - such as its sporting sponsorships; value-for-value partnerships, those in the entertainment industry; and venture partnerships, that involves connecting with start-ups.

Stephen Whiteside, Event Reports, IEG Sponsorship, March 2014
This report describes how Johnson & Johnson (J&J), the healthcare company, has modelled its sponsorship approach on the pledge of 4-H, an American youth development organisation. This takes the form of four values: head - choose the right association, heart - bring emotional capital to the brand, hands - activate consumers by getting involved, and health - because a healthy world is good for all.

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