Leveraging Associations: The Promotion of Cultural Sponsorships

Abstract

SUMMARY.Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.

The Raising of Corporate Sponsorship: A Behavioral Study

“…They prefer to use the broader definition first proposed by Cornwell (1995) who defined sponsorship-linked marketing as: "The orchestration and implementation of marketing activities for the purpose of building and communicating an association (link) to a sponsorship..." (pp 15-16) The marketing of the sponsorship relationship is deemed to be necessary if the sponsorship fee is to be a worthwhile investment (Chien, Cornwell et al 2011). Further benefit can be gained by leveraging the sponsorship through promotion tools such as corporate hospitality (Sylvestre and Moutinho 2007). Cliffe and Motion (2005) highlight that sponsorship associations and experiences can be an effective tool in brand management.…”

“…A fifth category involves the provision of hospitality to influence those guests targeted for inclusion. One factor that appears to be a by-product of sponsorship but is becoming increasingly important to the corporate sponsor is the access to hospitality facilities especially when linked with other forms of marketing promotion (Sylvestre and Moutinho 2007). These facilities include corporate boxes at the football or the tennis, and tickets to events for sponsors to give to major clients and suppliers.…”

Event Brand Image and Awareness: A Review on the Persuasiveness of Sponsorship Leveraging Activities

“…However, it is not unusual for many sponsors to spend several times the property rights fee to support their sponsorship investments (Jung & Kim, 2015). Most of prior studies on sponsorship activities discussed facets such as sponsoring sportsmen, sporting teams as well as sporting events and other cultural and special events (Carrillat, Harris, & Lafferty, 2010;Comperior Research, 2006;Smith, 2004;Sylvestre & Moutinho, 2008;Tsiotsou & Alexandris, 2009), but omitting the theory of leveraging.…”

Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships

“…A number of authors have suggested that one best practice was to "integrate" event sponsorship with advertising, and indicated that further research was needed to investigate how such integration should be managed and evaluated (Quester & Thompson, 2001;Farrelly, 2002;Shimp, 2003). More recently, Sylvestre and Moutinho (2008) indicated sports sponsors are viewed as being more effective in conveying messages, not only because of the size and variety of the audience, but because of the resources that they have at their disposal.…”