At Macrison we believe sport and sponsorship should be a vital part of your marketing mix!
For so many Australian’s sport is the fundamental fabric of our society and something most of us get a lot of enjoyment from! A business relationship between your organisation, a sport or athlete and the community can deliver great benefits to you. These are explained further!
How Sports Sponsorship can assist your business:
Sponsorship offers the possibility of achieving several goals at once. According to Schmader and Jackson in their book, Special Events: Inside and Out, a company can benefit from sponsorship in many ways, such as:
Enhancing Image/Shaping Consumer Attitudes: Often companies are looking to improve how they are perceived by their target audience. Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. Coca Cola, for example is always looking to generate a positive influence of their products in the minds of their consumers and as such regularly support events they feel can influence consumer opinions.
Driving Sales: Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. Food and beverage companies often use sponsorship to encourage samplings and sales.
IEG’s Complete Guide to Sponsorship cites Visa’s fund-raising effort around its sponsorship of the Olympic Games and the U.S. Olympic Team. They promoted their association by offering to make a donation to the team each time consumers charge a purchase to their card. American Express used a similar strategy by donating to needy causes with their “Charge Against Hunger” campaign. As a result, both companies experienced a significant rise in sales volume.
Creating positive publicity/heightening visibility: Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Various media covering the event may include sponsors names and/or photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available. To maximize this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organizers. Sponsorship can often generate media coverage that might otherwise not have been available.
At Macrison we understand this business. Whether you are business looking for sponsorship or to sponsor; or an athlete looking for sponsorship, Macrison brings a total and holistic approach to maximising the benefits for all involved!