Assignment (MComm)--University of Stellenbosch, 2002. / ENGLISH ABSTRACT: Sponsorship marketing, as part of the integrated marketing communication programme, is a relatively new field of application. There is still a lack of research in many areas of this field, especially in respect of the measurement of the effectiveness of this communication instrument. Although its roots could be traced back to ancient Greece, substantial growth and development in the field of sponsorship marketing have taken place over the past three decades. More recently the concentration of sponsored events has moved away from sports and has been divided between a number of other areas, notably art and entertainment and also charity events. With the increase in sponsorships, an increase in literary research has also been detected. The analysis of the sponsorship strategy of a German insurance company - Cosmos Direkt - has shown that in practice many companies are still not fully exploiting the potential of their sponsorships. This became even more obvious when it was compared to the approach to sponsorships of some of South Africa's largest insurance companies. The comparison indicated that some of the insurance companies had achieved satisfaction with their sponsorship, while others were still battling to establish the right formula for success. The inconsistency of the success of sponsorships could often be ascribed to a large number of companies being uncertain about sponsorships and reluctant to fully integrate these into their marketing strategies. Sponsorships could only be effective when they are supported by other marketing communication tools, rather than being viewed as a completely separate activity. Sponsorships should be used in synergy with the other communication instruments, so that the company may project a uniform message to its customers and the public. / AFRIKAANSE OPSOMMING: Borgskappe, as deel van 'n geïntegreerde bemarkingskommunikasie, is 'n redelike nuwe veld van aanwending. Navorsing in baie gebiede van hierdie veld is nog uitstaande, veral waar die meting van hierdie kommunikasie-instrument van belang is. Oor die afgelope drie dekades het wesenlike groei en ontwikkelinge op die gebied van borgskappe plaasgevind, alhoewel die oorsprong teruggevolg kan word tot na die antieke Grieke. Meer onlangs het die fokus van geborgde gebeurtenisse wegbeweeg van sport af en is nou meer versprei oor 'n aantal ander gebiede, byvoorbeeld kuns en vermaak, asook liefdadigheidsorganisasies. Met die toename van borgskappe het daar ook 'n toename in literêre navorsing plaasgevind. Die analise van die borgskapstrategie deur 'n Duitse versekeringsmaatskappy - Cosmos Direkt - het aangetoon dat baie maatskappye in die praktyk nog nie die volle potensiaal van hul borgskappe benut nie. Hierdie bevinding is bevestig nadat dit met die benadering tot borgskappe van verskeie Suid-Afrikaanse versekeringsmaatskappye vergelyk is. Die vergelyking het aangetoon dat sommige versekeringsmaatskappye tevredenheid met hulle borgskappe bereik het, terwyl ander nog steeds op soek was na die regte formule vir sukses. Die teenstrydigheid ten opsigte van die sukses van borgskappe is dikwels die gevolg van maatskappye w~t onseker is oor hulle borgskappe en huiwerig is om dit ten volle met hulle bemarkingstrategieë te integreer. Borgskappe kan egter net effektief wees wanneer hulle ondersteun word deur ander bemarkingskommunikasie-instrumente, en nie as iets heeltemal afsonderliks beskou word nie. Borgskappe behoort in sinergie met die ander bemarkingskommunikasie-instrumente gebruik te word sodat 'n maatskappy 'n eenvormige boodskap aan sy klante en die publiek sal stuur.

Submitted by Melissa de Araujo Cabral (issacabral@yahoo.com.br) on 2012-11-13T20:44:51Z No. of bitstreams: 1 Disser.Versão Final novembro.pdf: 820727 bytes, checksum: 64166862f5e7cf474b5458532d2c0fc0 (MD5) / Approved for entry into archive by Rafael Aguiar (rafael.aguiar@fgv.br) on 2012-11-28T18:07:23Z (GMT) No. of bitstreams: 1 Disser.Versão Final novembro.pdf: 820727 bytes, checksum: 64166862f5e7cf474b5458532d2c0fc0 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-11-29T12:15:27Z (GMT) No. of bitstreams: 1 Disser.Versão Final novembro.pdf: 820727 bytes, checksum: 64166862f5e7cf474b5458532d2c0fc0 (MD5) / Made available in DSpace on 2012-11-29T12:16:56Z (GMT). No. of bitstreams: 1 Disser.Versão Final novembro.pdf: 820727 bytes, checksum: 64166862f5e7cf474b5458532d2c0fc0 (MD5) Previous issue date: 2012-05-03 / This work tackles issues regarding cultural sponsorship in Brazil, focusing, particularly, on the ones in the public sector, in the ambit of media actions. It is a research of the themes that are involved in the elaboration, management and (bureaucratic) processes of a sponsorship project, through the contributory prism that can help reflect on questions related to the meaning of specific terminology and concepts which are used in this area. The result of this work aims at becoming a source of information that can stimulate reflection on cultural sponsorship in the public sector, specifically regarding issues of terminology and concepts, in a field that still lacks established standard parameters in relation to its language and the understanding of management processes. In the conclusive part of the dissertation, a glossary of sponsorship expressions is presented to work as a source of memory regarding names and meanings that are important. / Este trabalho aborda questões referentes ao patrocínio cultural no Brasil, com foco naquele relacionado ao setor público, no âmbito das ações de comunicação social. Trata-se de um levantamento dos temas que envolvem a elaboração, a gestão e a tramitação de um projeto de patrocínio, sobretudo a partir da perspectiva de contribuir para uma reflexão sobre os significados de determinadas terminologias e conceitos usados nesse campo. O objetivo é que o resultado do trabalho sirva como base de informações que possam fomentar reflexões sobre o patrocínio cultural no setor público, mais especificamente no que se refere a questões de terminologias e conceitos, num campo onde ainda há poucos parâmetros de padronizações estabelecidos no que se refere à linguagem e a entendimentos sobre processos de gestão. Numa etapa conclusiva da dissertação, é apresentado um glossário de verbetes de patrocínio que pretende se prestar como uma boa memória dos nomes e das significações que merecem destaque.

In this essay we have chosen to research how health supplement companies market themselves and in different ways reach out to a vast majority of people with the help of one of the biggest social media channels, Instagram. It’s common nowadays that companies use social media as a fast, cheap and easy way to market their products to users. Either by promoting it on their own channel or by sponsorship, where they have popular people with a high amount of followers to encourage their viewers to buy their products. Instagram is rapidly growing and today have about 400 million active users every month and 40 % of all Swedish people that uses the Internet are a member of this application. Our research question is: “in which way do health supplement companies work with private individuals to communicate with their target group on Instagram and what is in the medium Instagram that makes it possible to use it for marketing and communication purposes?” By interviewing four individuals who are sponsored by different companies, two experts on the domain and by doing a netnographic observation that examines eight different Instagram accounts we were able to analyse and find the answer to our question. For health supplement companies to successfully communicate with their target group on Instagram it is important that they use the right person as an influencer. This is important to create high credibility towards the consumer. It’s also important that the influencer describes the product in an interesting way and that the person has a lot of knowledge about the product. We also conclude that the most important function that Instagram can offer is the ability to distribute images and influence other users.

This thesis utilises event studies to measure the impact of League of Legends Esports s teams on the share prices of their main sponsors and parent company, namely, the CJ Corporation, Korean Air, the Kt Corporation, Samsung Electronics Co Ltd and SK Telecom. Hypothetically, the success of a team, the acquisition of a major player or the beginning of a sponsorship would have a positive effect on the corporation reflected in an increase in the firm’s daily share price returns. Results showed that this was indeed true especially for a team’s success in large competitions such as the SBENU Summer Championships 2015 and the annual World Finals. As such, corporations can benefit from increasing their investments into the scene as a result of the quantifiable win-win scenario apparent for both firm and team.

Begreppet sponsring har förändrats över tid från det som tidigare mer betraktades somvälgörenhet. Utvecklingen inom området har medfört att sponsring idag kan ses som ett viktigt marknadsföringsinstrument där företagen har en väl bearbetad plan för hur verktyget ska användas. Kravet på motprestationer har ökat och idag uppfattas begreppet mer som ett affärsmässigt samarbete. Syftet med studien är att, utifrån en kvalitativ undersökning, undersöka hur företag i Umeå med omnejd behandlar området sponsring. Närmare bestämt hur sponsring som verktyg påverkar varumärkeskapitalet samt om mindre och större företag uppvisar några skillnader i deras sätt att arbeta med sponsring. Vår förhoppning är att studiens resultat ska generera värdefull information inom området samt bidra med underlag till framtida studier. Vi hoppas också kunna vara till hjälp för Idrottshögskolan på Umeå Universitet i deras konstruktion av ett elitidrottsstipendium. Inom varumärkesbyggande finns omfattande studier med olika inriktningar. En central del är däremot varumärkeskapitalet vilket det också finns många studier om. I dessa appliceras och vidareutvecklas flertalet modeller, dock förhåller de sig till stor del till de ursprungliga tolkningarna av varumärkeskapitalet. Litteratursökningen visar också att flertalet studier inom sponsring tidigare genomförts. Däremot menar vi att i förhållande till sponsringens framfart är utbudet av forskningsområdet relativt tunt. Vad vi anser saknas är en tydlig förståelse för hur sponsring som verktyg kan kopplas samman med varumärkesbyggande. Vår forskningsfråga och det vi ämnar undersöka är därmed hur företag använder sponsring som verktyg för att påverka sitt varumärkeskapital, och om synen på- och arbetet med sponsring skiljer sig mellan större och mindre företag. Utifrån vårt syfte och för att besvara forskningsfrågan tillämpar vi vår interpretativistiska kunskapssyn tillsammans med ett abduktivt angreppssätt. Vidare utgår vi från en jämförande multipel fallstudie där vi valt att intervjua sju mindre och större företag i Umeå med omnejd. Den teoretiska referensramen består av tre huvudsakliga områden; strategiskt varumärkesbyggande, varumärkeskapital och sponsring. Dessa täcker olika områden men kan kopplas till varandra för att skapa en helhetsbild och effektivt användas för analys och diskussion. Våra empiriska observationer analyseras sedan med hjälp av den teoretiska referensramen. Resultat från studien visar att företag i stor utsträckning använder sponsring som ett verktyg för att påverka varumärkeskapitalet. De viktigaste faktorerna är exponering och associering med vilka företagen syftar att öka sin varumärkeskännedom och skapa känslor associerade till varumärket.

THE USE OF SPONSORSHIP OF FK DUKLA PRAHA IN SPONSOR'S MARKETING Objectives: The aim of this paper is to reveal shortcomings resulting from sponsorship. The outcome of this paper is to provide recommendations on marketing and promotion. Methods: A case study was used to investigate sources of evidence such as analysis of documents, interview with marketing agency representative, marketing audit and media monitoring. Results: Paper revealed that the way how partners are presented by club and mainly by themselves is insufficient. Also publicity of Gambrinus league was found as inadequate. Keywords: partner, club, sponsorship fulfilment, media, hospitality

Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...

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Title: Possibilities of product placement cooperation with FTVS UK Objectives: The aim of this work is to analyze existing offer for potential sponsors, who in future can cooperate with FTVS UK. Side goal is to create the PEST and the SWOT analyses of the Outdoor sports department, as chosen member of FTVS UK. Methods: In this thesis we used a method of the SWOT and the PEST analysis and the analysis of the documents. These methods are applied on the Outdoor sports department. Results: Final offer contains all meaningful and significant information about the Outdoor sports department of FTVS UK which can be used, when creating cooperation with potential partners. Keywords: partnership, promotion, product placement, sponsorship

Thesis. (M. Tech. (Dept. Marketing, Faculty of Management Sciences))--Vaal University of Technology, 2011. / The phenomenal growth of special events sponsorship as a promotional tool is evident in the increase in the number of companies and their expenditure on sponsoring events. Currently, football (for the purpose of this study, the term football and soccer are used interchangeably) has become the most heavily sponsored sport in terms of value and number of sponsorship deals. International events such as the Federation of International Football Association (FIFA) World Cup™ and the Olympic Games are the biggest sporting events staged globally which makes them particularly lucrative for sponsor investment. The high media coverage and duration offers an ideal platform to create high brand awareness, consumer’s recall and recognition for the participating sponsors. The FIFA Soccer World Cup™ tournament with its huge audience is perhaps the premier place for companies to display their brands on an international stage. Millions of rands are spent on sponsorship in general every year and on sports sponsorship in particular. Yet little is known about the effectiveness of this expenditure. Sponsors are often unsure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. The primary objective of this study was to determine sponsorship effectiveness through consumers recall and recognition. In addition, the study sought to determine the perception of official sponsorship and ambush marketing during the 2010 FIFA World Cup™. The event attracts billions of viewers and a huge number of companies associate their products with this event. A quantitative approach was adopted for the study. The data was collected using a convenience sample of 462 fans, supporters and followers of the 2010 FIFA Soccer World Cup™ in Gauteng, South Africa. To determine sponsorship effectiveness, consumer-aided and unaided recall tests were conducted after the 2010 FIFA World Cup™ in an attempt to quantify sponsorship recall of official and non-official responses In addition, the study sought to establish consumers’ perceptions of official sponsors and the purchase intentions of their products and brands. Finally, consumers perceptions towards unofficial (ambush marketers) sponsors were ascertained. The high frequency of inaccurate responses through unaided recall suggests that there was confusion in the minds of respondents regarding those who were official sponsors of the 2010 FIFA World Cup™. This has serious implications for both marketers and sponsors as the effectiveness of sponsorship as a marketing communication tool comes into question. This may work to the advantage of ambush marketers who could effectively use the confusion in consumers’ minds to market their products and brands. Possible reasons for the inaccurate responses could be attributed to the fact that the World Cup™ is a once-off event that attracts individuals because of the novelty of the event and the multiple distractions that are associated with the event. The inaccurate responses may also have implications for future purchase intentions of the product since a recall level of awareness could be a determining factor in the purchase decision. This study revealed that sponsorship recall is enhanced by aided recall and prior knowledge of the sponsor. The responses with regard to aided recall suggest that consumers were able to recognise brands that were housed and marketed in South Africa. Brands such as Seara, Yingu Solar, Satyam, NeoAfrica, Aggreko and Prasa are relatively unknown brands in South Africa – therefore they were not easily recognised by the respondents. From a marketing perspective, the question arises whether it is feasible for foreign-based companies such as Emirates and Mahindra Satyam to invest in sponsorship ventures that are unlikely to achieve the desired results. These companies did not widely advertise in the local South African market. However, because the 2010 FIFA World Cup™ had a worldwide impact, this does not mean that global brands failed to achieve their objectives elsewhere in the world. In other words, they could have been playing to a much wider audience, in much stronger markets than that of the host country. An interesting revelation was that most consumers were able to recall brands that were global, mass-marketed and consumer-oriented such as Coca-Cola and McDonalds. This may partially be because during the event they were intensively engaged in advertising their sponsorship in the 2010 FIFA World Cup™. / Central Research Committee, Vaal University of Technology.