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Implementing the Effective Sports Sponsorship

Implementing the Effective Sports Sponsorship. Park, Chanhyuk. Specifying Objectives Choosing Sports Property Leveraging Sponsorship Measuring Sponsorship Impact. Specifying Objectives. 1. Direct. Increasing sale. Indirect. Beating competition.

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Implementing the Effective Sports Sponsorship

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  1. Implementing the Effective Sports Sponsorship Park, Chanhyuk • Specifying Objectives • Choosing Sports Property • Leveraging Sponsorship • Measuring Sponsorship Impact

  2. Specifying Objectives 1 Direct Increasing sale Indirect Beating competition Reaching new markets Building relationships Generating brand awareness Improving brand image

  3. Choosing Sports Property 2 Event Pyramid Athletic Platform Professional/ Amateur/ League/ Team/ Event/Athlete/ Facility… Global/ International/National/ Local… Matching ► Profile► Image Olympic/ NFL/ KBO/ LPGA/ Seri Park… Title sponsor/ Naming/Presenting/ Supplier… Sports Entity Authority

  4. OtherSponsorship Sales Promotion PreventingAmbush Continuous,ConsistentIMC PublicRelationship SportsSponsorship Advertisement Leveraging Sponsorship 3

  5. Measuring Sponsorship Impact 4 Media exposure time ► AEV: Advertising Equivalent Value► CPM: Cost Per 1000 exposures IncreasingSales ► Comparing sales volume pre vs post► Research purchasing motivation & channel Objectiv es BeatingCompetition ► Comparing sponsor vs none vs ambush : Sponsor awareness/ Image/ Attitude… Reachingnew target ► Comparing target vs none target market : Awareness/ Image/ Attitude/ Purchase Relation-ship ► Clients’ satisfaction, attitude ► Consumers’ service satisfaction IncreasingAwareness ► Comparing pre vs post of promotion► Sponsorship awareness  Brand awareness EnhancingImage * ► Image transfer effect: sports property brand► Comparing image awareness group vs none ► Brand attitude/ Purchase intention/ Loyalty * Appendix

  6. Appendix: Example of Measurement PurchaseIntention SportsPropertyAssociation Corporation& BrandAssociation Attitudeto Brand a a b b Attitude Purchase c c Consumers’Self-ImageCongruence etc etc ImageTransfer Profile Congruence ImageCongruence SponsorshipAwareness Method based on Consumer Research: Structural Equation Model/ ANOVA/ Correlation E

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