Sponsorship
What is a celebrity endorsement?
When a celebrity is paid to endorse/convince people to buy a product.
A healthy food company sponsors a fitness event. Why does this make sense?
The company and event share similar values
What does event image mean?
This is the marketing benefit a company hopes to receive when consumers associate its brand with a sporting event.
A positive brand image or brand association.
If consumers do not notice or remember which company sponsored an event, this key step in image transfer may fail.
Sponsor identification or sponsor awareness
Name one thing that can influence how people view a sporting event.
The athletes, fans, location, or overall experience etc
How can a company tell whether its sponsorship is successful?
By measuring brand awareness, customer opinions, engagement, or sales.
If a company sponsors an event that does not match its brand, what problem might it have?
Fans may not understand the connection, making the sponsorship less effective.
A sports drink sponsors a marathon. Is this a good sponsor-event fit?
Yes, because sports drinks relate to exercise and athletic performance
Name one thing a company might give a sports team in exchange for promoting its brand.
Money, equipment, uniforms, or products.
This factor describes how well an event's image and a sponsor's desired brand image fit together.
Sponsor-event congruence, or image fit
Why is having a positive event image important to sponsors?
People may connect the event's positive qualities with the sponsor.