Marketing Communications

OBJECTIVES 351

Research indicates that, depending on the type of sponsorship and the type of company,

diff erent objectives are important. As far as marketing communications objectives are concerned,

mainly awareness-building and, to a certain extent, image-building seem to be the objectives

that sponsorship is most suited to achieve. Th ese eff ects only become visible in the long run.

Indeed, sponsorship eff ectiveness studies indicate that sponsors are not recognised better

than their non-sponsoring competitors immediately aft er the sponsored event.^28 A direct

increase in sales or market share is not the primary objective of sponsorship, although, for

instance, a beverage supplier can obtain the sole rights for selling beverages at an event, and

in this way boost sales. Linking a brand’s name with a relevant event or cause is oft en used to

improve the image with a specifi c target group of interest. Volvo sponsoring golf and tennis,

and Adidas sponsoring, among others, soccer, are examples of this.

Equally important are the corporate communications objectives of sponsoring. Most studies

indicate that promoting corporate image and increasing goodwill with a variety of target groups

are the most important corporate communications objectives of sponsorship.^29 But internal

marketing objectives and motives can be equally or even more important. Th e Bank of Ireland

sponsors Gaelic Football and the Bank of Ireland Proms. Besides corporate image objectives,

employee-related goals are equally important. Th e bank tries to develop a corporate identity and

a corporate image by transferring the values of the sponsored events to both external publics

and their own staff. In the process, staff pride is engendered. Th e bank is perceived as a desirable

employer. Among the measurement of sponsorship eff ects, the attitude of the company’s own

staff towards the sponsored event is of primary importance.^30 Given the fact that the struggle

of the future will have to be concentrated as much on attracting high-quality staff as on fi nding

customers, the employee-related eff ects of sponsorship are of increasing importance.

Another important category of objectives or motives of sponsorship is corporate hospitality,

which can be aimed at own staff , salespeople, distributors or any other opinion leader or

decision-maker. Th ey can be invited to attend a soccer game, to follow a cycle race, to attend

a concert or to obtain backstage passes at rock concerts. Creating goodwill and establishing

stronger relations in an informal context are the primary objectives.

Table 11.2 Sponsorship objectives

Corporate

communications

objectives

General public Increase general public awareness of company

Promote or enhance corporate image

Alter public perception of company

Involvement with the local community

Channel members

and trade relations

Build trade relations

Corporate hospitality

Demonstrate trade goodwill

Employees Enhance employee relations and motivations

Assist staff recruitment

Facilitate prospecting for the sales force

Opinion-formers

and decision-makers

Increase media attention

Counter adverse publicity

Build goodwill

Reassure policy-holders and stockholders

Personal objective of senior managers

Marketing

communications

objectives

Awareness building Increase awareness with actual customers

Increase awareness with potential customers

Confirm market leadership

Increase new product awareness

Brand image Alter perception of brand

Identify brand with particular market segment

Sales/market share Induce trial of new product

Increase sales/market share

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