Marketing Communications

TYPES OF SPONSORSHIP 361

exploit PR opportunities, sample non-offi cial products or brochures, or run ambiguous

advertising campaigns during the time of the event. Th ey can co-operate with sub-sponsors

of the event or with the media covering the event, or they can buy advertising spots or trailers

that are embedded in an event that is, as such, sponsored by another company. Th ey can

publish ‘congratulation ads’ for athletes that have won a match or a medal or they can sponsor

non-profi t projects associated with the event.^69 Not surprisingly, offi cial sponsors try to gain

exclusive sponsorship and coverage of events in the media to prevent ambushers benefi ting

or the eff ectiveness of their own sponsorship eff orts diminishing as a result of competitive

action.

Selection criteria

Selecting sponsorship proposals should be based on a careful comparison using appropriate

selection criteria. Figure 11.3 shows a fi ve-step multi-attribute decision procedure of spon-

sorship selection. Multiple criteria can be used to assess and select sponsorship proposals.

Th ey can be divided into three categories, as listed in Table 11.3.

Depending on the type of company and the type of sponsorship projects, some criteria will

be more important than others. But some of them should always be assessed as important.

Sponsorship budgets and supporting marketing budgets, compatibility with the company’s

strategic objectives, the strategic fi t between the event and the company’s or brand’s name,

image and target groups will always be important. Empirical studies show that a strong fi t

between company positioning and the sponsored event or organisation enhances sponsor-

ship eff ectiveness.^70 Th is fi t can be functional, i.e. the sponsor’s products are used during the

event by the organisation or the participants, or image-related. In the latter case, the image of

the sponsor and the sponsee are congruent.^71 On the other hand, media exposure and other

spin-off potential and competitive considerations may be more important in sports sponsor-

ship, while corporate hospitality potential and the interest to employees might be more

important in an arts sponsorship project. Some companies may be more concerned about

their corporate image (e.g. service or business-to-business marketers), while fast-moving

consumer goods companies may be more interested in the commercial spin-off potential, like

sampling at the event, or organising a lottery to attend an event.

Th e criteria listed should be used as a starting point. However, the selection of relevant

criteria and the grading of their importance will largely depend on the type of company

Figure 11.3 Selecting sponsorship projects

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