ISBN-10:
0786474319
ISBN-13:
9780786474318
Pub. Date:
07/31/2013
Publisher:
McFarland & Company, Incorporated Publishers
Sports Sponsorship: Principles and Practices

Sports Sponsorship: Principles and Practices

by John A. Fortunato

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Product Details

ISBN-13: 9780786474318
Publisher: McFarland & Company, Incorporated Publishers
Publication date: 07/31/2013
Edition description: New Edition
Pages: 228
Sales rank: 570,255
Product dimensions: 6.90(w) x 9.90(h) x 0.80(d)

About the Author

John A. Fortunato is a professor at New York’s Fordham University in the Gabelli School of Business, Area of Communication and Media Management. He is the author of five books and has published more than 50 journal articles and book chapters.

Table of Contents

Acknowledgments xi

Foreword Tony Ponturo 1

Introduction 3

1 Promotional Communication and Persuasion 11

Elaboration Likelihood Model 11

Elaboration Likelihood Model and Promotional Communication 12

Branding Process 15

Achievement of Goals Leading to Persuasion 17

Brand Recall 20

2 The Principles of Sponsorship 23

Product Placement 24

Sponsorship Denned 26

The Property Need for Revenue 27

Sponsors as Property Promoters 29

The Sponsorship Negotiation Process 30

The Role of Agencies in the Sponsorship Process 35

3 Sponsorship Selection: Audience Variables, Cost and Exclusivity 38

Property Selection Overview 38

Property Selection: Target Audience 38

Property Selection: Income 40

Property Selection: Geographic Scope 41

Property Selection: Common Interest 44

Sponsorship Timing 45

Sponsorship Cost 46

Sponsorship Exclusivity 51

Product Category Definition 57

4 Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media 59

Sponsored Elements Within the Broadcast 63

Stadium and Arena Naming Rights Sponsorship 65

Sponsor Role in Stadium Construction and Financing 70

College Football Bowl Game Sponsorship 72

Audience Reaction to Sponsorship 74

5 Sponsorship Selection: Brand Association 76

Brand Congruence 78

Individual (Self) Congruence 79

Sponsor Congruence 81

Sponsor Congruence: Image 81

Sponsor Congruence: Functional 83

Geographic Congruence 86

Multiple-Sponsor Congruence 87

Consumer Behavior 88

Purchase Congruence 89

Uniform/Apparel Sponsorship 91

University Uniform and Equipment Sponsorship 94

6 Sponsorship Activation 99

Activation Spending 99

Activation: Planning and Customization 101

Activation: Brand Association 102

Activation: Brand Theme 103

Activation: Fan Experiences 104

Activation in Practice 105

Activation In-Stadium/In-Arena 111

Non-Stadium/Arena Activation 112

Hospitality 114

Credit Card Industry 117

Sponsorship Retention and Renewal 120

7 Hindrances to a Successful Sponsorship 123

Advertising Clutter 125

Ambush Marketing 126

Ambush Marketing Practices 127

Ambush Marketing Remedies 129

League and Team Conflict: The Legal Battles 132

League and Team Conflict in Practice 135

Non-Rights Holder Media Conflict 139

Company Scandal 140

Fans of Rivals 141

8 Sponsorship of Individuals 143

Endorser Characteristics 144

Expertise 145

Individual Sponsors Activation 145

Athlete and League/Team Conflict 148

Athlete Misbehavior 150

Conflict Repair Strategies 152

Athlete Injury 154

9 Sponsorship and Corporate Social Responsibility 156

The Functions of Public Relations 157

Corporate Social Responsibility 158

Sponsorship Selection: A Corporate Social Responsibility Initiative 159

Corporate Social Responsibility Outcomes 160

Corporate Social Responsibility and Sports Sponsorship 161

10 Sponsorship Evaluation 172

Methods of Evaluation: Brand Exposure Metrics 173

Evaluation: Digital Technologies 175

Return on Investment (ROI) 176

Return on Objectives (ROO) 177

Evaluation and Planning 178

Who Should Measure? 179

Conclusion 181

References 185

Index 204

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