Sponsorship Asset Development

Dr Stephen DannThe Australian National University

The Background

• Lifestyle sponsorship & Lifestyle Breach Recovery– VTAC, QUIT

• Model of Lifestyle Sponsorship– This Person’s Life brought to you by Coca Cola

• Model of the Scandal Sponsorship– This Match Brought to You by Off field Pub Brawls!

• Farrelly and Quester (2003) – limited research on the B2B relationships in

sponsorships

Sponsorship Resource

A case of “And then the magic happens”?

Two phases

• Shared Virtual Asset – business to business transactions between

sponsors and sponsored event– (Alexandris, Tsaousi and James, 2007; Polonsky and Speed, 2001;

Pope, 1998; Quester and Farrelly, 1998; Shannon, 1999)

• Sponsorship activation– image transference, value creation and delivery

of sponsorship outcomes – (Gwinner, 1997; Barros, de Barros, Santos and Chadwick, 2007; Fahy,

Farrelly and Quester, 2004; Grohs Wagner and Vsetecka, 2004).

Shared Virtual Asset

Sponsored properties (“owner” and “entity”)

Sponsors (one of potentially many)

Sponsorship assets (multipart)

What role for the sponsor?

Less attention has been placed on the factors underpinning the sponsor as a

key influence in the development of the sponsorship asset

Sponsorship Assets

Three components• property identification

– involvement and identification • (Alexandris, Tsaousi and James, 2007; Gwinner and Swanson,

2003),

– sponsor recognition • (Quester and Farrelly, 1998; Polonsky and Speed, 2001)

– attitudes towards the sponsorship including • sponsored property patronage and • sponsor product use (Gwinner, 1997; Dann, 2008).

• capability • relationships.

Sponsorship Assets

Three components• property identification• capability

– sponsorship activation through secondary marketing activity

• (Fahy, Farrelly and Quester, 2004),

– brand building • (Olkkonen and Tuominen, 2006)

– management of the asset for mutual gain of the sponsor and sponsored

• (Fahy, Farrelly and Quester, 2004; Farrelly and Quester, 2003).

• relationships.

Sponsorship Assets

Three components• property identification• capability • relationships.

– virtual nature of the sponsorship asset – arising from the interaction of the sponsored

property and the sponsors• based around trust, commitment and reciprocity

– (Farrelly, Quester and Mavondo, 2003; Olkkonen and Tuominen, 2006).

Sponsorship Asset

Ongoing development

Objectives of the sponsorship– Promoting the Message, Product or Sponsor?

• Schoolies Week Kit and the Department of Health and Ageing sponsorships

• Unbranded Message Sponsorships (social product)

• Impact of the Sponsor Brand– Positive, Negative or Switch?

• Does the corporation carry social baggage?– Alcohol sponsorship of sport

Sponsorship Liability?

Sponsor + Sport + Incident + Geographic Location

1. XXXX + Cricket + Symonds Pub Brawl + Mumbai

2. KFC + Cricket + Obesity + Australia

3. Banks + Cricket + Financial Crisis + World Economy

Other Asset Modifiers

• Event location – (Mumbai incident / IPL Twenty20 series)

• Consumer Confidence Index – Sponsorship as a corporate social responsibility

issue

• Legacy Properties– Sponsorship Property Reputations / Team

reputations• Australian Rugby League and Australian Cricket as

“unbeatable”

Questions?