Sports have been an integral part of society over the years and have grown considerably, entertaining people and aspiring new players in every corners of the world. With the advent of media, sports have been disseminated and influenced many individuals like never before. For instance, there was a time when only few people know how to play basketball or volleyball. But with the help of publicity and campaigns, many people are now into the sports, filling in domes or audition rooms. In other words, sports have become a dominant field in the business world. Sports are here not only to entertain, but also to create profit. Without the business side of sports, they will be impossible to continue on a large and hyped scale. Every sport organizations are busy with organizational management and marketing. Thus, sponsorship was brought into existence.


 


Sponsorship is an increasingly important tool of marketing communications that acts as an advertising cue associated with perceived quality in product advertising (Dean 1999). It adds value to the company’s image in corporate advertising (Stipp and Schiavone 1996). Sponsorship centers on the mutual transaction between a sponsored activity and a business (Verner 1998). This arrangement includes the sponsoring corporations to expect tangible commercial benefits as increased visibility and sales in return for their donations (Howard and Crompton 1995). As observed by Cornwell (1995), sponsorship is the platform of the entire brand (or the company) in positioning its competitive presence. For example, the long-term involvement of Visa in the Summer and Winter Olympics uses sponsorship as a center of its branding strategy (Farelly 1999).


 


Why do some sports gain more sponsorship dollars/ monetary gain?


There are several palpable reasons on why do some sports gain more sponsorship dollars or monetary gains. Among these are the following:  


 


v       Popularity – the popularity of a sports activity persuades sponsors as well as advertisers to venture into product or service marketing engagements. The premise lies on the fact that if a certain sports event is highly popularized, brand and corporate accounts take advantage on the emerging culture. The more popular the sports activity is, the more sponsors and advertisers it will attract. For instance, the Australia Football League (AFL) is the most popular national sponsorship entity in the country based on the major indicators such as attendance, TV audience, media attention, members, fans loyalty, and brand socioeconomic impact (Street-Ryan Research 1998). The AFL drew 60% of domestic sponsor revenue expenditure on both fees and sponsorship leveraging in 2000 (Burbury 2001).


v     Interests in the given sports – most sports draw attention in various types of audiences. The fact that basketball, football, boxing, and others cater to mostly male viewers. Thus, brands that focus on men’s products or services tend to invest on such sports. On the other hand, women sports-related activities like volleyball have the same effect.


v     Objectives of the sponsorships – basing it to the goals, brand managers and marketers as well as teams or individuals primarily need to determine the significant role of the engagement (Stensgaard 2005).


v     Type and budget of sponsorship – in connection with the above reason, selecting a sponsorship must fit the marketing budget and more importantly, the type of sponsorship (e.g. league or athlete) (Stensgaard 2005).


v     Event itself – the choice of activity, league or athlete sponsorship is critical because the status or reputation of such matters to the target market and also to the brand being promoted (Stensgaard 2005).


 


Mass Media and Sports


            Stensgaard (2005) affirmed that 36% of sports fans in America could name atleast one advertiser associated with the top 20 sports leagues. Only 17% can name a sponsor. The observable emergence of sports oriented programming in the different vehicles of media communications is a testimony to the almost insatiable appetite for sports in America (Sherry 1998). Furthermore, the increasing amount of investment among TV networks for exclusive rights to broadcast the NFL and PGA or even the Olympics is just one more sign that proves the soring opportunities in reaching key target markets (Sherry 1998).


 


Traditionally, the general roles of mass media are applicable in terms of sports. The role of mass media in the development of sports is advocacy. The media serve as an avenue for people to know the existence of certain sport activity. Through media, education and enrichment of sports is apparent. Media serves as the most immediate and most effective instructional resource in teaching sports aside from the hands-on training and involvement. With media, the entertainment value of sports is brought within the reach of the audience by means of its availability in the TV, radio, or print.


 


Some sports attract more sponsorship contracts due to the applicability of the product or service the company have in connection to the type of the sporting event. Provided the reasons on why do some sports have greater numbers of sponsorship accounts, sports leagues as well as corporate managers possess internal factors that are related to the overall decision making, taking and implementation. The fact that sports are diverse in nature, sponsorship is also relative to its specific nature.


 


Attracting Sponsors


            Generally, attracting sponsors is a complicated process granted with the presence of several important factors to consider. Among these are the reasons on why do some sports attracts more than the others. Considering the said reasons are the initial steps in attracting sponsors. The process of attracting sponsors in the women’s volleyball team lies on the overall stature of the league. The performance and held status of the team must be credible enough in order for sponsors to see the potentials of brand or corporate positioning. Further, the leadership of the team manager and its coordination with the marketing authorities of the possible sponsors must be amicable. The possession of the relative qualities essential to the proliferation and marketing of a product or service must be keenly identified. At first, trust and commitment is a very important ingredient to this kind of endeavor.


 


Conclusion and Recommendation


            Sports sponsorship is a promising avenue for communicating the message of brands and corporate accounts. The various reasons on why some sports attract more sponsors than the others lies on the reality of sports diversity and specified target market. We cannot deny the fact that sporting activities are gendered. Evaluating the reasons on why behind this is among the initial process that a team must consider in attracting potential sponsors. Consequently, the role of mass media in development of sports is highly recognized with the perceivable effects and effectiveness of the medium. In attracting sponsors, the reasons on the selective phenomenon of sponsorship in sports are the best and immediate mechanism in determining the possibilities of sponsorship. Women sports leagues, not only in volleyball must be properly positioned in the competitive sports marketplace. Leadership and competence of the whole team is intensified. With the evident capacity of the league to promote a product or service, sponsors will come at hand. Sports sponsorship must be directed in the mutual proliferation of the definitive objectives of the team and the organization and should not divert its motives in the disadvantageous ways that will affect both institutions.


 



 


 



Credit:ivythesis.typepad.com


0 comments:

Post a Comment

 
Top