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Sport sponsorships are a strategic vehicle for co-branding partnerships between sport organizations and multi-national corporations. This study intends to examine and recommend the implementation of brand and marketing communcations strategies of various professional football (soccer) clubs and/or teams, with particular emphasis on co-branding equity.
Examines how research tools affect theory advances in culture and tourism research. This title includes papers that focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior.
Sponsorship has steadily gained importance in the marketing communication mix as indirect form of marketing in the past decades. Increasing brand awareness and building, changing or reinforcing a brands image are among the most important reasons why companies nowadays invest large sums into sponsorship and particularly into sport properties. Despite considerable research interest, there is still a lack of understanding of the relationship between sport sponsorship and customer-based brand equity in a global context which this study seeks to illuminate. By utilizing a holistic customer-based brand equity measurement tool, this study contributes findings from a real-life global sport sponsorship setting the FIFA World Cup 2014 in Brazil. A pre-post event analysis including three of its sponsors among a matched sample of 177 respondents from the Austrian target market revealed positive changes in brand awareness and brand image for two of its sponsors, whereas image transfer effects could not be established. This discrepancy between the results for the three sponsoring brands is likely to be attributable to event-sponsor fit. Overall, it can be concluded from this study that for low-equity and low-fit sponsors, sponsorship may indeed play a brand-building role, while for high-equity and high-fit sponsors it may primarily serve to secure their competitive position in the market place. *****.
Although New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand's iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union's lucrative and ongoing corporate partnerships with Rupert Murdoch's News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas's evolving local and global advertising campaigns.
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.
With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer. This framework provides insight into the perceptions customers have about a company's brand. This framework can therefore be utilized to measure the influence a company's sponsorship efforts are having upon those customers. The purpose of this paper is to determine the efficacy of this framework as a measurement tool for a company to utilize in determining the influence their sponsorship efforts are having upon a customer's perception of the company's brand utilizing Red Bulls sponsorship of the Dolomitenmann event in Lienz, Austria.*****With companies spending more of their money on sponsorship over other, more traditional, forms of marketing, the need for an effective measurement tool has become important. A major factor in companies choosing to invest their money into sponsorship above other forms of marketing is its effectiveness in building on a company's brand. Therefore, these companies require a means of measurement that can reflect if this goal is being achieved. One concept that addresses this need is the framework of customer-based brand equity developed by Kevin Lane Keller (1995) and refined upon by Walfried Lassar, Banwari Mittal, and Arun Sharma (1995), that conceptualizes the concept of brand equity from the perspective of the customer
This book examines how the sport industry is adapting to the needs of the digital-first global economy. Focusing on digital techniques in sport marketing, this volume explores new and emerging technologies and considers how they can help to build commercially successful and sustainable sport business. Featuring the work of sport business and management researchers from around the world, the book shines new light on key aspects of sport marketing such as brand development, consumer behavior and marketing communications. Illustrated with informative figures throughout, it presents cutting-edge case studies and new research on digital marketing covering topics including the metaverse and video games; esports; athlete endorsement; digital immersion; social media; equity crowdfunding; digital fandom and dark market brands. Global in scope, this book is fascinating reading for any student, researcher or industry professional looking to deepen their understanding of digital marketing in the context of the global sport industry.