Sports Sponsorship
Sport Sponsorship

Analysis of Event, Sponsor, Consumer elationship

Private organizations may be enticed to provide a share of the funding necessary to design and construct a sport facility or support the planning and operational phase of an event until the first revenues arrive. Companies may become involved in financing for three chief reasons. First, the company may seek to provide a facility within which to deliver its own products or services or its own major event. This is essentially a method of vertical integration.

Event

A sport organization may wish to construct a facility that can be used to house its own events: The ugby Sevens. The relationship can also work the other way around: for example, a facility might independently organize events to help contribute towards better- capacity utilization. Many larger multi-purpose arenas not only solicit the interests of event promoters but also operate their own event departments, which develop and run…...

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References

Armstrong, K.L. (2002). An examination of the social psychology of Blacks' consumption of sport. Journal of Sport Management, 16, 267-288.

Abratt, R., B.C. Clayton, and L.F. Pitt (2007), Corporate Objectives in Sports Sponsorships, International Journal of Advertising, 6, 299-311.

Baldwin, R. (2006), Taxing Aspects of Sports Sponsorship, Management Accounting, 10, 36-37.

Bagozzi, R. (2009), Marketing as Exchange, Journal of Marketing, 39, 32-39. 4.

Sports management is defined as a coordination of technologies, resources, personnel, processes, and situational contingencies to enhance efficient exchange and production of sports services. Typically, sports management is related to other business management that involves planning, organizing, evaluating and using managerial skills to achieve the organizational objectives. Chelladurai, (1993) classifies sports management with references to the services delivered, which include participant services, consumer services, professional services, spectator services, and sponsorship services. The author also points out that the sports management has overlapped the recreation and health administrations leading to the interrelationships with other disciplines. While Chelladurai, (1993) evaluates the taxonomy of sports management in the 80s and early 90s, however, sports management has changed in the last 20 years because it has integrated the sport merchandising services, and sport facilities services.
The objective of this paper is to explore the taxonomy of sports management over the last 20 years.

Sports Management Taxonomy…...

The master of the ceremony will be the key agent of advertisement during the event (Argenti 37). He will adorn himself at four different times with attires that are representing the brands of each of the four key sponsors.
The event is expected to cost an estimate of $8,000, which is inclusive of the token of appreciation given to the artists and the total cost incurred in running advertisements via the various media outlets (Tassiopoulos 21).

Courvoisier S.A, 2 place du Chateau,

16200 Jarnac, France

Tel +33 (0)5-45-35-56 16

Sponsorship Proposal

As an organizer of Go-Go Music Show, which is an event held annually in ashington DC, I would like to invite the support of Courvoisier as one of the event sponsors. The event would be held on 10, November 2012.

As a sponsor in this event, you will have a chance to advertise the various brands offered by your business entity. The adverts that will…...

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Works Cited

Tassiopoulos, Dimitri. Event Management: A Professional and Developmental Approach. Sydney: Juta and Company Ltd., 2005. Print.

Skinner, Bruce and Rukavina, Vladimir. Event Sponsorship. New York, NY: John Wiley & Sons, 2002. Print.

Tarlow, Peter. Event Risk Management and Safety. New York, NY: John Wiley & Sons, 2002. Print.

Kahle, Lynn and Close, Angeline. Consumer Behavior Knowledge for Effective Sports and Event Marketing. Washington, DC: Taylor & Francis, 2010. Print.

Sport Promotion Mix
Kotler's promotion mix consists of advertising, publicity, personal contact, incentives, and atmospherics as well as licensing, sponsorship, and community relations to represent the contemporary sport promotion mix (Irwin, 2008). The New York Yankees the contemporary promotion mix. They have advertising of ticket sales, news articles and videos as publicity, blogs for personal contact with fans, discounts on tickets as incentives, and atmospherics with a showcase of bleachers, licensing with team logo items, sponsorships with corporations, and community relations with donations and fund drives.

Advertising is done for ticket sales (Home Page) and team logo items (New York Yankees), such as t-shirts, hats, etc. The advertised items serve two fold in the promotion mix. Ticket sales contain incentives in 12-game and group packages that offer discounts to consumers. The team logo items are advertised for sale, but also contain the licensing of the team logo. The team logo also falls…...

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Bibliography

New York Yankees. (2013). Retrieved from ESPN MLB:  http://espn.go.com/mlb/team/_/name/nyy/new-york-yankees 

Yankee Publications. (2013). Retrieved from Heros Remembered. Legends Born.:  http://newyork.yankees.mlb.com/nyy/fan_forum/publications.jsp 

Bryant, A. (1993, Apr 5). The Media Business: Advertising; For a Major League Baseball Team, the Season's First Pitch Comes Well Before Opening Up. Retrieved from New York Times:  http://www.nytimes.com/1003/04/05/business/media-business-advertising-for-major-league-baseball-team-season-s-first-pitch.html 

Home Page. (n.d.). Retrieved from Heros Remembered. Legends Born.:   jsp-c_id=nyyhttp://newyork.yankees.mlb.com/inde ,

Secondly, the report alluded to by CSC asserts that in "gender symmetric" sports there are "far more scholarships available for women (32,656) than for men (20,206)." The third bullet point in the CSC press release points out that men's volleyball is the "by far the most difficult" scholarship at the Division I level; there are reportedly 489 high school athletes for every full ride NCAA scholarship.

The "underlying" data that CSC used to put together their press release comes from two NCAA reports: "1981-82-2006-07 NCAA Sports Sponsorship and Participation Rate Report" and "2006-07 NCAA Division I Manual." Also factored into the report is data from the national Federation of State High School Associations. And so what is the College Sports Council calling on the federal government -- and the Department of Education (DOE) -- to do? The press release says that "women are accorded far more opportunities to compete and ear…...

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Works Cited

American Association of University Women. "Report Card on Gender Equity." Retrieved

June 28, 2009, from   (2004).http://www.aauw.org .

Brake, Deborah. "Revisiting Title IX's Feminist Legacy: Moving Beyond the Three-

Part Test." Journal of Gender, Social Policy & The Law, 12(3), 453-473. (2004).

The Chinese sport has been identified as one of the most dynamic sectors in China based on the market value of the sports industry. In 2013, the market value of the Chinese sports industry was more than $2.91 Billion and increased to $3.44 Billion in 2014 revealing an increase of 18.01%. Typically, Chinese sports industry also recorded the market values of $3.43 Billion at the end of 2015 fiscal year. Although the Chinese sports industry only contributes to 0.63% of the GDP in 2013, however, since 2000, the sports industry has recorded more than 4% annual growth rate based on the increase in the household spending. After the Olympic game in 2008, the market value of the Chinese sports industry has increased by 20%. A report by the Chamber of Commerce (2015) shows that before the success of Lina's, the CSSM ("Chinese Sports Sponsorship Market") value (p 1) was approximate…...

Ambush Marketing: Should Tough ules be introduced to Protect Sports Sponsors?
This is a paper that describes the concept of ambush marketing and outlines how it can be detrimental for the official sports sponsors of events such as the World Cup, Tournaments etc. It argues whether there should be laws for curbing this marketing tactic. It has sources.

Lack of business ethics is a problem that is of growing concern in the field of business today. Many individuals and organizations either easily forget or ignore ethical codes when they see business opportunities. This is an issue of immense concern because of the fact that millions of dollars can be jeopardized easily on the part of rightful contractors. Speaking more specifically, this refers to the manner in which sports sponsors at major events are denied their total rights over an event due to interfering investors. These rights are denied as the original and…...

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References

Aaker, David. A. Building Strong Brands, New York, NY: The Free Press, 1996.

Donaldson, Michael. Crik: Ambush marketers face jail in South Africa. AAP Sports News (Australia). 2002.

Greising, David. "Run, Jump and Sell: Commercial Exploitation of Sports Explodes." Business Week, July 29, 1996.

Gwinner, Kevin. "A Model of Image Creation and Image Transfer in Event Sponsorship." International Marketing Review 14, 3: 145-58. 1997.

Traditional Media Strategies
The use of traditional media in sports marketing remains popular. Indeed, sports marketers spend a great deal of resources on television, print, and radio advertising, with sports comprising a substantial portion of ad spending for television and radio channels. A significant percentage of sports fans actually watch sports events for the commercials. They tend to enjoy the commercials more than the game itself. Traditional media enables sports marketers to reach geographically dispersed consumers at a fairly low cost per exposure (Swayne, 2011). Take an event like the FIFA World Cup, for instance. The event has following from virtually every corner of the world. Without television, radio, and the print media, it may be quite difficult to communicate with such a geographically dispersed fan base. For this plan, it would be important to incorporate traditional media. In fact, traditional media should be allocated a significant fraction of the marketing…...

Aspara, J. (2009). Stock ownership as a motivation of brand-loyal and brand-supportive behaviors. Journal of Consumer Marketing. 26(6). Pp. 427-436. Retrieved from: http://www.yconomie.com/aspara/articles/aspara-2009_stock_ownership_brand_loyal_behaviors.pdf
In this work, Aspara investigates the psychological motivations underlying stock ownership and its influence on brand loyalty as well as finding empirical evidence to support the explication of these motivations. The author points out that, although consumption and investment psychologies, respectively, have been seen as separate realms, the study reveals that they can have a significant mutual influence. Indeed, the author has found that many individuals who become stockowners in a company also experience a positive and increased motivation towards brand loyalty for that company. Positive word-of-mouth has also been found among individuals becoming stock owners in a company.

What this means for the study to be conducted on brand loyalty among the youth in the United States and Kenya may not be considered in terms of stock ownership…...

Sports and Sexual Stereotypes
L. Jones

Anger and the WNA

Whatever women do they must do twice as well as men to be thought half as good. Luckily this is not difficult.

Charlotte Whitton

P.E. -- to me there was nothing closer to my seventh-grade conception of hell than that infernal class. There, wearing the requisite blue short-shorts and pulled up tube socks, facing forty-five long minutes of humiliating (to my adolescent sensibilities) sweat-inducing activities, I learned it would be better to be a lousy jump-roper, dodge-ball player, or atrocious relay racer, than to actually attempt excellence at these endeavors.

Even at such a young age, I already knew that it simply "isn't attractive," to exert oneself physically in front of the opposite sex, unless, that is, the exertion does not detract from culturally-accepted ideals of beauty -- after all, cheerleaders, gymnasts, and figure skaters could be pretty (perhaps because all of those sports involve a…...

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Bibliography

Cahn, S.K. (1993). From the 'Muscle Moll' to the 'Butch' Ballplayer: Mannishness, and homophobia in U.S. Women's Sports. Feminist Studies. 19, (343-368).

Martin, Chris. (2000). Arizona Daily Wildcat. "WNBA, what a joke!" Web site:  http://www.wildcat.arizona.edu/papers/94/6/02_7_m.html .

Schlussel, Debbie. The Jewish World Reviewjewishworldreview.com taken at  http://www.dadi.org/ds_wnba.htm .

Steinem, Gloria. The Revolution Within. Boston: Little, Brown and Company, (1992)

The Wimbledon Tennis tournament as a hallmark-sporting event creates these social and cultural impact of the community. This is because according to theory transient and recurring events act as important methods of collecting identification of host communities. They present opportunities of asserting, reproducing, reinforcing, and contesting prevailing cultural values and beliefs and social norms (Quinn 2009). Hallmark events are identified as functions that support and reinforce the image of established social and cultural norms.
PR Newswire (2012) indicates the unpredictability of the effects of Olympics as its impact may be difficult to evaluate. However, in the case of London's 2012 Olympics, the games left a lasting impression on the socio-cultural context of ritain. According to Dhar (2012), the games led to the unification and social spirit of unity among the ritish during 2012, as compared to the divided and lawlessness associated with urban riots in 2011. The games increased the…...

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Bibliography

Akerlund, U 2008. Implementation of hallmark events among tourism stakeholders: the discourses of Umea's bid for European Capital of Culture 2014

Andersson, TD, Armbrecht, J and Lundberg, E, 2008. Impact of Mega-Events on the Economy. Asian Business & Management, 7(2), pp. 163-179.

Andrea, C, Andrew, F, Munday, M, and Roberts, a 2007. Assessing the Environmental Consequences of Major Sporting Events: The 2003/04 FA Cup Final. Urban Studies, Routledge, Taylor & Francis Group, 44(3), pp. 457-476.

Anonymous 2012, Apr 18. Olympics 2012: The Economic Impact Market Assessment 2012. PR Newswire.

Legal Structure and Management of a National Level Sporting Organisation
Sports activities in the world today are becoming more popular and are attracting huge crowd. This is one of the reasons that have made sponsors to come in so as to help such clubs that are not able to support themselves financially. Through sponsoring, the sponsor is able to market and advertise its products within the stadium where the club is playing among other benefits. It is worth noting that sports are viewed as a means of income to each stakeholder including the players. Essendon football club has made Australia to be known worldwide because of the good performance the club has exhibited over the years.

Essendon Football Club is rated as a dynamic world class club in the Australian sporting arena. The success and competitiveness of the club is dependant on its set legal structure and proper management that foresees its…...

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References

Books, H. 2011. Articles on Essendon Football Club Including: List of Essendon Football Club, Honours, Anzac Day Class. America, AM: Hephaestus Books.

Bools, L., & LLC, G.B. 2010. Essendon Football CLub: Essendon Football Club, List of Essendon Football CLub Honours. United States, U.S.: General Books LLC.

Clark, T. 2007. Stick This in Your Memory Hole. Doncaster East Victoria, VIC: aduki independent press.

Devaney, J.P. 2009. Full Points Footy: Encyclopedia of Australian Football Clubs. Lincoln, LN: Lulu.com.

Improving Competition and Community Engagement
Sports experts, analysts, and observers agree that club football, especially in Europe, is characterized by increased prosperity and popularity. Football has experienced tremendous prosperity and success over the past decade. The increased popularity and prosperity of football clubs has been characterized by the emergence of numerous commercial opportunities and more involvement of fans in the management/running of football clubs. Sports clubs are increasingly exploiting the commercial opportunities through lucrative sponsorship and television deals. Therefore, the success of football clubs in the current sports environment requires increasing capacities to compete with better funded clubs and enhanced community engagement.

Competing with Better Funded Clubs

As the sports industry has become more prosperous and popular, clubs have attracted lucrative sponsorship and television deals as well as other kinds of funding. Currently, there are better funded clubs in the league, which have the money to attract and keep the best players. Given…...

Octagon Sports Organization Structure
Octagon Sports Organizational Structure

The most fundamental aspect and/or tool for establishing a successful organization is the organizational structure. Organizational structure is a typical and hierarchical arrangement of lines of authority, rights, duties, and communications within an organization, thereby defining how powers, roles, and responsibilities are assigned, coordinated, and controlled, and how information flows between the diversified levels of management. All these aspects are thereby directed towards the attainment or achievement of an organization's aims and/or goals. An organization's structure depends on the organization's core objectives and strategies. There are two categories of organizational structure comprising (i) centralized structure, and (ii) decentralized structure. Within a centralized structure, the top management owns, if not all then, most of the decision making powers, as well as staunch control over the organization's departments and divisions. On the contrary, in a decentralized organizational structure, the power for decision making is fairly distributed…...

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References

Hoffer, C.W., Hunt, C. & Collins, W. (2009). Strategic approach to sports globalization.

Journal of International Marketing, 12(1), 57-74.

Job, P., Woods, J. & Howard, C. (2008). Description of roles of sports agencies, operational and educational programs to prepare for a successful organizational and field performance. Journal of Sports and Entertainment, 45, 27-34.

Octagon Worldwide, (2013). Octagon executive biographies. Retrieved on 15th March, 2014

Octagon Sports Marketing Plan
Octagon Sports Marketing

Octagon Sports Company has been proud to be an industry leader in terms of events management, sports and entertainment marketing, and representation of athletes and personalities al over the world. It was founded in the year 1983 and after wards acquired as sports and entertainment event marketing arm of the Interpublic Group of Companies (IPG) in 1997 by the same company (IPG). Currently Octagon Company is able to employ more than 1000 professionals in the more than 60 offices across the globe.

Octagon Sports Marketing Company has been a pioneer in terms of full service sports and entertainment corporate consulting, bringing together various marketing disciplines and services in a single roof for the benefit of our clients. The in-house resources that our company offers are efficiency and convenience and this is apart from traditional and specialized services offered. In several occasion the company connects brands to…...

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References

Davis. The business of sports agents. University of Pennsylvania Press. Retrieved 14 July 2011.

Frank Craighili (2000) Despite costs, buying binge not over yet Retrieved March 15, 2014.  http://www.sportsbusinessdaily.com/Journal/Issues/2000/05/20000529/No-Topic-Name/Despite-Costs-Buying-Binge-Not-Over-Yet.aspx 

Los Angeles (CA) 2009) Entertainment PR/Marketing/Celebrity Consulting (First Call). Retrieved March 15, 2014 www.octagonfirstcall.com

McLean (2013) Athlete and Property Marketing. Retrieved March 15, 2014 www.octagon.com/AthletesPersonalities/13.