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CHAPTER

© 2010 South-Western, a part of Cengage Learning
All rights reserved.

19

Event and Cause
Sponsorships

Eighth Edition

PowerPoint Presentation by Charlie Cook
The University of West Alabama


Chapter Objectives

After reading this chapter you should be able to:
1. Understand event sponsorships and how to select
appropriate events.
2. Appreciate the reasons underlying the growth of event
sponsorships
3. Know what factors a company should consider when
selecting an event to sponsor.
4. Understand how and why companies ambush events.
5. Appreciate the importance of measuring sponsorship
performance.

© 2010 South-Western, a part of Cengage Learning. All rights reserved.

19–2


Chapter Objectives (cont’d)

After reading this chapter you should be able to:
6. Recognize the nature and role of cause-related
marketing (CRM).
7. Appreciate the benefits of CRM programs.
8. Understand that accountability is a key consideration
for cause-oriented as well as event-oriented
sponsorships.

© 2010 South-Western, a part of Cengage Learning. All rights reserved.

19–3


Sponsorship Marketing
• Sponsorship
 Is an exchange between a sponsor [such as a brand]

and a sponsee [such as a sporting event] whereby
the latter receives a fee and the former obtains the
right to associate itself with the activity sponsored
 Is the marketing of the association by the sponsor
 Both activities are necessary if the sponsorship fee is

to be a meaningful investment

© 2010 South-Western, a part of

19–4


Why the Growth in Sponsorships
• Sponsorships
 Help firms to avoid the clutter in advertising media
 Help firms respond to consumers’ changing media

habits
 Help firms gain the approval of various constituencies
 Can enhance brand equity by increasing consumer

awareness and by enhancing the brand’s image
 Enable marketers to target their marcom efforts to

specific geographic regions and lifestyle groups

© 2010 South-Western, a part of

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Event Sponsorship
• Event Sponsorship
 Is a form of brand promotion that ties a brand to a

meaningful athletic, entertainment, cultural, social, or
other type of high-interest public activity

• Factors in Selecting Sponsorship Events
 Image matchup
 Target audience fit
 Sponsor misidentification
 Clutter
 Complement other marcom efforts
 Economic viability

© 2010 South-Western, a part of

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Event Sponsorship (cont’d)
• Creating Customized Events
 Choosing to develop events rather than sponsoring

existing events


Provides a brand total control over the event



Can be more effective but less costly

• Ambushing Events
 Occurs when companies that are not official

sponsors undertake marketing efforts to convey the
impression that they are

© 2010 South-Western, a part of

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Event Sponsorship (cont’d)
• Measuring Success
 The brand marketer must specify objective(s) that the

sponsorship is intended to accomplish.
 In measuring the results, there has to be a baseline

against which to compare some outcome measure.


This baseline is typically a premeasure of brand awareness,
brand associations, or attitudes prior to sponsoring an event.

 Measure the same variable (awareness, associations,

etc.) after the event to determine whether there has
been a positive change from the baseline level.

© 2010 South-Western, a part of

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Cause Sponsorships
• Cause-Related Marketing (CRM)
 Entails alliances that companies form with nonprofit

organizations to promote their mutual interests.
 Based on the idea that a firm will contribute to a

cause every time the customer undertakes some
action that supports the firm and its brands

• Requirements for Successful CRM
 Fit—Does the brand naturally related to the cause?
 Accountability—Will the CRM yield sufficient returns

on investment or achieve non-financial objectives
© 2010 South-Western, a part of

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Cause Sponsorships (cont’d)
• Benefits of Cause-Related Marketing (CRM)
 Enhances corporate or brand image
 Thwarts negative publicity
 Generates incremental sales
 Increases brand awareness
 Broadens customer base
 Reachs new market segments
 Increases sales at retail level

© 2010 South-Western, a part of

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Figure 19.1

KitchenAid’s
CRM Program

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Figure 19.2

Tyson’s
Share Our Strength
CRM Program

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Figure 19.3

Nabisco Brands CRM program required

a Ritz-brand proof of purchase

© 2010 South-Western, a part of

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