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Marketing Communication
My marketing concept is event sponsorship. Event sponsorship is when a company agrees to pay money to event organizers in exchange for the opportunity to use the event as a marketing platform. There are many benefits to event sponsorship, including brand exposure, but the primary benefit is for brand associations to be created. Typically, the brand is associated with the event, which might be an athletic event, a charitable event or a community event. The sponsorship works on the principle of image transfer, where the positive associations of the event are transferred to the brand that has provided the sponsorship (Gwinner & Eaton, 1999). It has been argued that the greater the fit between the brand and the event, the better this image transfer will be (Haden, 2014).
There are several examples that can be found of event sponsorship. At very high levels, we can look to the recent World Cup in Brazil. This event is a high-level opportunity for brands to gain exposure to a massive worldwide television audience, and millions of people who attend the events live....
The FIFA web page highlights the different sponsors of this event: http://www.fifa.com/worldcup/organisation/partners/
Event sponsorship is not just for massive companies to gain exposure from massive events. There are events of all sizes, and each provides opportunities for sponsorship and the benefits it brings (Mack, 1999). For example, even in smaller places there are opportunities, such as the Alice Springs Community Garden. Local businesses in that part of the country have the opportunity to provide sponsorship to the project, and in return they gain goodwill and some publicity, for example here: http://alicecommunitygarden.org.au/sponsors_and_partners
Both of these sponsorships work on the same principle, based around a situation where something creates a market, and when the brand fits well with the event's target market, then the result is an opportunity to create goodwill and brand image associations with the target market. There is high relevance to the concept because they both show that sponsorship opportunities exist everywhere, and they exist for all types of…
References
Gwinner, K. & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising. Vol. 28 (4) 47-57.
Haden, J. (2014). Sponsoring an event? Tips to maximize your return. Inc. Magazine. Retrieved August 31, 2014 from http://www.inc.com/jeff-haden/sponsoring-an-event-how-to-maximize-your-return.html
Mack, R. (1999). Event sponsorship: An exploratory study of small business objectives, practices and perceptions. Journal of Small Business Management. Vol. 37 (3).
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