International Journal of Sports Marketing & Sponsorship

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Back issue Volume 1 Number 3 October 1999

Editorial

Introduction

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In this third issue of 1999, we have a number of interesting pieces that offer a variety of insights into sport sponsorship and marketing. The interview is with the Executive Director of SRi and SRi PRIME, Adrian Hitchen. One of the most respected and knowledgeable figures involved in the sponsorship industry, Adrian provides his forthright opinions on a number of issues, from the importance of achieving synergy for sponsorship success to the role of sponsorship research. He also offers some interesting opinions as to the potential impact of technological advancements such as the Internet and digital television.

The Research and Reviews section contains some research that all of those involved in the industry should find interesting. The first piece by Bob Sparks, from the University of British Columbia, provides an extremely comprehensive analysis of the impact of tobacco sponsorship on children. His research will be germane to rights holders, tobacco firms, and marketing directors evaluating their sponsorship portfolios.

Tim Berrett, a sport economics consultant working in Canada, and Trevor Slack from De Montfort University in the UK, have contributed a piece that looks at the way in which sponsorship initiatives are linked to corporate strategy. Their findings will have resonance for both sponsors and rights holders.

Simon Shibli and Chris Gratton, two researchers from the Leisure Industries Research Centre at Sheffield Hallam University, report on the television coverage of the European Short Course Swimming Championships. In so doing, they provide insights that will be of relevance to those firms that sponsor more minor sports, and equally to those who sell such sponsorship opportunities.

The Industry Perspectives section contains a paper by Martin Horn and Karen Baker of Chicago consultants DDB Worldwide. Martin and Karen offer their thoughts on how to measure the impact of sponsorship investments. In writing about some of their own experiences, they bring this issue of the journal full-circle by commenting on a topic that is first raised by Adrian Hitchen.

I hope that you find this latest edition informative and thought provoking.

John Amis, PhD Editor September 1999

Interview

Adrian Hitchen, Executive Director, SRi

Paper 1

Youth Awareness of Tobacco Sponsorship as a Dimension of Brand Equity

Authors

Robert Sparks, University of Maryland

Abstract

The paper considers the importance that sponsorship plays for tobacco manufacturers in terms of developing the brand equity among youths. The findings are based on a study that examined the effects of sponsorship on cigarette brand familiarity of 14-year olds in New Zealand. If found that the youths' awareness varied according to their smoking experience, sports interests and gender. It showed that tobacco companies can achieve significant brand recall through sponsorship and build positive brand associations. The study also found that a two-step approach of sponsorship and point of purchase promotion, which is still legal in many countries with advertising restrictions, can have an even more dramatic effect. The research has major implications for public health planners as well as event owners and non-tobacco sponsors involved in tobacco-backed events.

Paper 2

Corporate Sponsorship and Organisational Strategy: Bridging the Gap

Authors

Tim Berrett, Caminata Consulting

Trevor Slack, De Montfort University

Abstract

The paper examines the relationship of sponsorship to broader corporate and business level strategies. As the use of sponsorship has matured, its role has gone beyond the initial philanthropic gesture to a serious marketing tool and is now increasingly being seen as a strategic tool. The study is based on interviews among persons responsible for sponsorship in 28 Canadian based corporations. The results show varying degrees of synergy between sponsorship initiatives and corporate strategy, but where the synergy is strong, the sponsorship is considered more successful. It also highlighted the fact that sponsor seekers need to target their efforts towards organisations which have a potential strategic fit with the property offered.

Paper 3

Assessing the Public Profile of Major Sports Events: A Case Study of the European Short Course Swimming Championships

Authors

Simon Shibli, Sheffield Hallam University

Chris Gratton, Sheffield Hallam University

Abstract

The paper assesses the public profile of a major sport event through television evaluation. Because bids to host international events are often dependent on public subsidy, which requires that the event is considered high profile, a model for profile evaluation is necessary. The research concentrates on the European Short Course Swimming Championship staged in Sheffield (UK) in December 1998. It analyses the audience size, percentage share and television rating of the event in four countries across Europe. The results show some surprising findings for what is considered to be a minority sport such as viewing figures eclipsed those of some international rugby matches as well as prestigious events in rugby league and cricket. It demonstrates that such events have a stronger than expected value to sponsors and that such a profile assessment is a useful tool for future bidding strategies.

Paper 4

Measuring the Impact of Sponsorship

Authors

Martin Horn, DDBWorldwide

Karen Baker, DDBWorldwide

Abstract

Measuring the success of sponsorship has become an increasingly important issue among sponsors now that rights costs can run into eight figure sums. The paper attempts to formulate a model for evaluation by posing a set of rudimentary questions. Although these might seem obvious, the work involved in answering them can be significant and preparation needs to be started before the initiation of the sponsorship. The paper argues that evaluation is rarely undertaken and the consequence is that sponsorship could lose its credibility as an effective business tool.