THUONGMAI UNIVERSITY

ENGLISH FACULTY
--------

DISCUSSION
TIME MANAGEMENT

Subject : English for specific purpose 1

LecturerEN: Ms. Bui Thi Thu Trang
Group : 02
Class : 232_ENTI1011_01

Hanoi, March 2024

MEETING MINUTE – GROUP 10

Time: from 9 p.m to 10 p.m 20/9/2023
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Place: Google meet platform
Members: 6/6 attendants
Contents for discussing: Choosing a topic, assigning work, and assessing presentation.
 Topic:


N Assessme
Name Assignment
o. nt

Nguyễn - Introduction
1
Huyền Chi - Chapter 1: Popularity of sports sponsorship

2.1 Advantages of sports sponsorship

Phan Quỳnh
2 2.1.1 Sponsor’s perspective
Chi
2.1.2 Sponsored entity’s perspective

Triệu Thị
3 3.1 Case study about success
Chinh

2.2 Disadvantages of sports sponsorship

Nguyễn Thị
4 2.2.1 Sponsor’s perspective
Diễm
2.2.2 Sponsored entity’s perspective

Nguyễn Thị
5 3.2 Case study about failure
Kiều Diễm

Nguyễn Thị - 3.3. The experiences learn from the cases

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Mỹ Duyên - Conlusion

Conclusion: The meeting completed the target which was put up before.

Leader

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 TABLE OF CONTENTS
INTRODUCTION.....................................................................................................4
1. Popularity of sports sponsorship........................................................................5
1.1. Definition of sports sponsorship...................................................................5
1.2. Classification of sponsorships in sports........................................................5
2. Advantages and disadvantages of sports sponsorship.....................................7
2.1 Advantages of sports sponsorship..................................................................7
2.2 Disadvantages of sports sponsorship.............................................................8
3. Cases study about sports sponsorship.............................................................10
3.1 Case study about success..............................................................................10
3.2. Case study about failure..............................................................................12
3.3. The experiences learn from the cases.........................................................12
CONCLUSION.......................................................................................................15

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 INTRODUCTION

Sports sponsorships have become integral to modern marketing strategies,

captivating audiences and propelling businesses forward. When we think of sports today,
sponsorships are as essential to the game as the athletes. Brands adorn jerseys and
stadiums, and fans can access incredible experiences sponsored by sponsorships. Our
group will help you take a closer look at sponsorships in sports.

Group 2 consists of 6 members that are Nguyễn Huyền Chi, Phan Quỳnh Chi,
Nguyễn Thị Diễm, Triệu Thị Chinh, Nguyễn Thị Kiều Diễm, and Nguyễn Thị Mỹ
Duyên.

The presentation is in 3 main sections:

Part 1 is the Popularity of sports sponsorship
Part 2 covers the Advantages and disadvantages of sports sponsorship
Part 3 is some Cases study about sports sponsorship

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1. Popularity of sports sponsorship

1.1. Definition of sports sponsorship

Sports Sponsorship is the financial support for a sport (whether this is an event,
organization, or performer) by an outside body (be it a person or organization who are
called a sports sponsor) for the mutual benefit of both parties.

Sponsorship occurs at all levels of sport. School teams may have sponsored kits
while elite athletes may be paid large sums of money to wear certain sportswear or use
branded equipment. Sponsorship can be financial or in-kind payments.

Sponsorship means both parties receive benefits from the agreement.

1.2. Classification of sponsorships in sports

1.2.1 Individual

Performers might display a logo, wear a particular brand, or endorse products.

Brands on the other hand pay for training, competition, and travel costs.

In 2015, a tennis star, Roger Federer earned an estimated $58 million from his
sponsorship deals, the highest amount received by any sports athlete for the year (Cronin,
2015). Roger Federer has sponsorship deals with Credit Suisse, Lindt, Moët & Chandon,
Nike, Rolex, Jura, Mercedes-Benz, NetJets, Sunrise and Wilson (ATP World Tour,
2015). Federer’s deal with Nike dates back to 2002, in 2008, Nike signed a new ten-year
sponsorship deal that extended its sponsorship relationship with Federer to sixteen years
(Kaplan & Lefton, 2008). In 2006, Federer signed a lifetime deal with Wilson, an
improvement over his 1997 deal with the sports equipment manufacturer, the deal will
see Roger Federer, who has exclusively used Wilson since the start of his professional
career; continue to use Wilson rackets, tennis balls, and tennis accessories
(Rogerfederer.com, 2006).

Golfer Tiger Woods's relationship with Nike dates back to 1996 when Tiger
Woods went pro. Nike has been Tiger Woods's equipment and apparel sponsor since
then, Nike has continued its sponsorship with Tiger Woods even during his infamous
infidelity scandal (Harig, 2013). Tiger Woods also has product/technical sponsorship
deals with the following companies: Hero, Kowa, MusclePharm, Rolex and Upper Deck.
Woods also has a media sponsorship deal which is described as a content exchange
partnership between his website and the official PGA Tour website (WhoSponsors,
2016).

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1.2.2 Teams

A team or club wears a kit, displays banners, or carries a company name for the
team or venue. The sponsor keeps his end of the deal by paying the competition and
travel costs.

The official English Premier League handbook for the 2015/2016 season describes
this arrangement as shirt sponsorship. All 20 English Premier League clubs had an
official shirt sponsor for the 2015/2016 season (Premier League, 2015). In Germany, a
thorough examination of the websites of all clubs participating in the German Bundesliga
2015/2016 season shows that the entire 18 clubs have a shirt sponsor for the 2015/2016
season. Also, in Spain, all clubs participating in the 2015/2016 La Liga season except
Malaga and Sevilla have shirt sponsors, and the clubs that do not have shirt sponsors,
simply could not find the right shirt sponsorship deal (Cufi.org.uk, 2015). In Italy, all
Serie A clubs participating in the 2015/2016 sponsors had shirt sponsors except Lazio,
Palermo and Roma. On a wider scope, all the clubs that participated in the group stage of
the 2015/2016 UEFA Champions League had shirt sponsors except Dynamo Kyiv,
Maccabi Tel-Aviv, Porto Roma, and Sevilla (Score & Change, 2015).

In recent years, football clubs have begun to create different variations of kit
sponsorship to have multiple kit sponsors. The flexibility of sports has allowed for these
new variations of kit sponsorship agreements. Some teams have differentiated their kit
sponsorship agreements according to competitions, match-day training kits, and
placement options. For example, in 2013 Tottenham Hotspurs announced a deal with
AIA Group Limited (AIA), a leading provider of insurance services. According to the
terms of the sponsorship deal, AIA became Tottenham’s official Cup Shirt sponsor. In
that season Tottenham wore shirts with the AIA logo in cup matches and shirts with
Hewlett Packard (HP) logo during league matches (Tottenhamhotspur.com, 2013).

1.2.3 Association

In this case, organizations can rename competitions, cups, and leagues, while
sponsors brand their development programs, or improve facilities.

EA Sports has a sponsorship deal with Professional Game Match Officials Limited
(PGMOL) that allows the gaming company to place its brand image on the sleeves of
English Premier League match officials (Premierleague.com, 2014). DEKRA is the
sponsor of the referees of the German Football Association (DFB). DEKRA’s brand
image is placed on the sleeves of the kit worn by match officials in all German
professional football competitions including the Women’s Bundesliga and the Women’s
Cup Final (Dekra.com, 2013). Wurth Espana has its brand image on the sleeves of the
shirts of the match officials (Ubha, 2013).

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 Specsavers Opticians are the official referee sponsors of the Guinness Pro12 rugby
league. The company has its brand image on the shirts of the match officials (Specsavers.
ie, 2014). Specsavers also has a kit sponsorship deal with the Wales Deaf Rugby Union
(Walesdeafrugby.co.uk, 2015). Furthermore, Specsavers has its brand image on the kits
of umpires in the English cricket leagues following a deal with the England and Wales
Cricket Board (Ecb.co.uk, 2014).

1.2.4 Events

Brands fund the running of the event, provide free products to participants and the
organizers allow the use of their logo on products.

The Olympic Games is one of the biggest sporting events in the world. It reaches
billions of people across all countries in the world with representation from almost all the
countries in the world. Coca-Cola has sponsored the Olympic Games for over 86 years
and it will continue its sponsorship of the Olympic in Rio 2016 44 (Olympic.org, 2016).
Atos, Bridgestone, Dow, GE, McDonald's, Omega, Panasonic, P&G, Samsung, and Visa
have a sponsorship commitment with the Olympics that runs till the 2020 Olympics
(Klayman, 2009).

Coca-Cola has been a sponsor of the FIFA World Cup events since the 1982
edition and it is also a main partner for the 2018 FIFA World Cup. Adidas has sponsored
the FIFA World Cup since the 1998 FIFA World Cup and is listed as a partner for the
2018 FIFA World Cup. Hyundai-Kia Motors sponsored four FIFA World Cup events:
2002, 2006, 2010, and 2014 FIFA World Cup. Hyundai is also a main partner for the
upcoming 2018 FIFA World Cup. Visa has sponsored the 2010, and 2014 editions of the
FIFA World Cup, and will sponsor the 2018 FIFA World Cup (FIFA, 2015).

2. Advantages and disadvantages of sports sponsorship

2.1 Advantages of sports sponsorship

Sponsorship offers numerous advantages for both sponsors and those being
sponsored. For sponsors, it serves as a powerful tool for raising brand awareness and
promoting their products or services to a wider audience. By associating their brand with
popular athletes, teams, or events, sponsors can enhance their image and credibility,
ultimately leading to increased customer trust and loyalty. For example, a sports drink
company sponsoring a popular marathon not only promotes its product but also aligns
itself with health and fitness, enhancing its image as a supporter of an active lifestyle.
Furthermore, sponsorship provides sponsors with the opportunity to engage with their
target audience in meaningful ways, whether through experiential marketing at sporting
events or strategic partnerships with athletes.

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 On the other hand, individuals, teams, sports, and events benefit immensely from
sponsorship support. For athletes, sponsorship covers essential expenses such as
equipment, training, and travel, enabling them to focus on their performance without
financial burden. Similarly, teams and clubs receive much-needed financial assistance
for gear, facilities maintenance, and coaching, ensuring the sustainability and growth of
grassroots sports. For example, a professional tennis player receives sponsorship from a
sports equipment brand, covering the costs of high-quality rackets, training sessions with
a coach, and travel expenses to tournaments, allowing them to focus entirely on their
game. Moreover, sponsorship plays a crucial role in funding sports development
programs, talent identification, and event organization, contributing to the overall health
and vitality of the sporting ecosystem.

In addition to tangible benefits, sponsorship can also lead to valuable intangible

outcomes, such as increased visibility, prestige, and networking opportunities for both
sponsors and those being sponsored. Overall, sponsorship emerges as a win-win
partnership, where sponsors gain valuable exposure and positive associations, while
athletes, teams, and sports organizations receive vital support for their endeavors.

2.2 Disadvantages of sports sponsorship

Sponsorships can be a great way to promote your company. But it can also be
counterproductive if you don't think carefully about the image you want to portray and
the message you want to convey. Besides the positive aspects that sports sponsorship
campaigns bring as mentioned above, there are also disadvantages that need to be
considered by both sports players/teams/groups or sponsors. Some disadvantages of
sports sponsorship can be mentioned as:

2.2.1 Sponsor’s perspective

 Uncertain investment – sporting success is not guaranteed.

When making decisions to invest in sports, sponsors may have to accept
unforeseen risks, which can come from financial issues, image, rights, etc. We all know
that success in sports is unpredictable and does not depend entirely on the amount of
investment. Success depends on many other factors such as the athlete's talent, health,
competitive spirit and luck. Financially, investing in sports may not bring immediate
profits to the sponsor. Sometimes, they have to wait a long time to recover their capital
and make a profit. In terms of image, if the athlete or sports team in which the sponsor
invests does not achieve good results, this can negatively affect the sponsor's image.
 If the event is disrupted, media exposure and advertising potential are lost.
Every match or sports activity that takes place, if interrupted or cut off, will have a
huge impact not only on the players but also on the sponsoring party, which will reduce
brand exposure, reduce investment value, and lose money, take away business
opportunities.
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  If the sport or performers cause bad publicity, this reflects badly on the sponsor.
In cases where sports players are involved in scandals, the sponsor's image will be
affected. It reduces customer awareness and trust in the brand. Events provide an
opportunity for sponsors to create business opportunities, such as making sales or
creating new relationships. Bad publicity can menace these opportunities. In some cases,
sponsors may face legal or financial risks if they associate with a sport or performer that
causes bad publicity.

2.2.2 Sponsored entity’s perspective

 Sponsorship can be limited or easily withdrawn – no security.

During the sponsorship process, the sponsor and the sponsor recipient may
encounter a number of issues such as: changes in sponsorship contracts, financial issues.
This causes the sponsorship process to be limited in some topics, and even easily
withdrawn, directly affecting the sponsor recipient. Changes in regulations and
sponsorship contracts also cause sponsorship campaigns to be limited or withdrawn. If
the tournament organizer does not clarify with the teams from the beginning about
sponsorship regulations (including: benefits that sponsors can receive from advertising
introduction; not using products, costumes with advertising text or images for
competitors with the exclusive sponsor of the tournament), they may have to renegotiate,
and if not resolved, they will be handled for violations.
 A performer can become reliant on a particular sponsor, which could then pull out.
We all know that sponsors provide important financial resources in the activities
of performers or organizations. Sponsorship contracts often have a certain term and may
contain terms that the sponsor recipient needs to comply with. If the sponsor decides not
to renew the contract, the athlete/sports team may have to find a new sponsor.
Furthermore, the sponsor is a marketer and brand builder who helps promote the image
closer to fans. Because of the above mentioned disadvantages, organizations need to find
and maintain relationships with many different sponsors to ensure stability and
sustainable development.
 Generous sponsorship is only available to the elite few.
The fact that sponsors pay special attention and focus on investing in a few elite
and famous athletes and teams while ignoring the rest can cause unfairness when other
members also deserve support. Sponsored people may feel under great pressure to
achieve results, which can cause stress and affect their mental health and match results.
People who do not receive sponsorship will easily become discouraged, have no
motivation to try, reduce opportunities for development, and can create jealousy among
teammates, affecting the success or failure of the tournament.
 Performers, teams and events can be manipulated or exploited to suit the sponsor.
In some cases, sponsors can request players/sports teams to change their images
according to the wishes of the sponsor to match with the message they want to convey.
Members who perform well can continue to receive sponsorship, or vice versa. If the
current situation is not good, the previously proposed funding amount may be
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reduced/cut. The unit receiving sponsorship can be controlled to exploit benefits and
serve the sponsor's own interests.
 Difficulty of minority sports or those with little media coverage to attract
sponsorship.
Athletes pursuing minority sports, or with little media coverage, will not be able to
attract sponsors towards them or put their trust in them so they can invest in those sports
activities and tournaments. Due to lack of public attention, there are always potential
risks and insufficient certainty. Sponsorship helps support the costs of training,
competition, equipment, etc. Lack of sponsorship can reduce the competitiveness of
athletes, affecting athlete development and performance.

3. Cases study about sports sponsorship

3.1 Case study about success
1. Nike and Michael Jordan:
Goals:

 Increase global brand awareness for Nike.

 Expand into new markets.
 Increase sales of athletic shoes.

Strategy:

 Signed a sponsorship deal with Michael Jordan, a young basketball player with
great potential and exciting playing style.
 Designed the Air Jordan shoe line specifically for Michael Jordan.
 Used Michael Jordan's image in Nike's advertising campaigns.

Results:

 Nike became the leading athletic shoe brand in the world.

 Air Jordan shoes became a huge success, becoming one of the most iconic
sneakers of all time.
 Nike successfully expanded into new markets, particularly in Asia.

2. Coca-Cola and the FIFA World Cup:

Goals:

 Associate the Coca-Cola brand with happiness, excitement, and sportsmanship.

 Increase global brand awareness for Coca-Cola.
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  Increase sales.

Strategy:

 Sponsored the FIFA World Cup, the largest sporting event in the world with a
massive audience.
 Used advertising and marketing activities related to the FIFA World Cup.
 Provided Coca-Cola products at FIFA World Cup venues.

Results:

 Coca-Cola became one of the most recognized brands in the world.

 Coca-Cola sales increased significantly during the FIFA World Cup.
 Coca-Cola successfully associated its brand with positive emotions and
sportsmanship.

3. Red Bull and Extreme Sports:

Goals:

 Position Red Bull as an energetic, daring, and boundary-pushing brand.

 Increase brand awareness for Red Bull.
 Increase sales.

Strategy:

 Sponsored extreme sports such as F1 racing, surfing, and snowboarding, which

attract young people who enjoy adventure and individuality.
 Organized Red Bull-branded extreme sports events.
 Used impressive images and videos of extreme sports in advertising campaigns.

Results:

 Red Bull became a successful brand with an energetic image that appeals to young
people.
 Red Bull sales increased significantly.
 Red Bull successfully positioned its brand as being associated with adventure and
athleticism.

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3.2. Case study about failure

In addition to the benefits of a successful sponsorship project, the brand will suffer
the consequences of partnering with a failed movie or an unpopular television show or a
player on a scandalous team. Many projects, although very well prepared, have a deep
message value, but ineffective communication leads to a lack of power to spread in the
community, and then the company's budget still does not bring the most value:

3.2.1. Landis
Floyd Landis, a typical event about the scandal of athletes, should have been the
hero of Phonak, a Swiss company that manufactures hearing aids. The professional rider
made an impressive comeback in a particularly challenging round at the Tour de France
circuit to become the winner and only the third American to win the championship title.
This resounding victory will be a memorable turning point in the advertising campaign
for Phonak, a still fairly anonymous funding team.
Instead, Landis was stripped of his championship title or tested for using illegally high
levels of testosterone and Phonak became the leader when it came to withdrawing from
the list of professional sports sponsors.
Ever since Landis fell from the megaliths, that has affected the company Phonak not to be
held responsible for the illegal use of drugs by team members. Since August 2006,
Phonak has announced the settlement of the race team.

3.2.2. Kinh Do
Immediately after the V-League 2004 summary and award ceremony organized
by the Vietnam Football Federation in collaboration with the sponsoring partner failed,
public opinion in football heated up due to the information that Kinh Do Company
wanted to reduce its sponsorship for professional solutions. There are opinions that, after
a series of incidents that occurred last season that affected the interests and brand image
of the sponsor, Kinh Do is not satisfied with this cooperation program.
The professional quality of the past season was not high, hooligans often appeared
on the stage and a series of negative questions from public opinion and fans voiced
criticism for the image of the V-League. Not good from the sponsors' perspective.
Furthermore, between the Vietnam Football Federation, Dat Viet and Kinh Do during the
cooperation process, they could not find a common voice on some issues related to
financial interests. First, the Vietnam Football Federation proposes to collect 300,000
VND from each media agency if they want to get information about the solution. The V-
League path led to the Kinh Do brand not appearing with the name of the professional
solution in the newspaper.

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 Next are a series of difficulties for sponsor representatives when cooperating with
the organizers of competition fields in bringing advertising programs to the field. The
constant rescheduling of the closing ceremony and the absence of main characters
(excellent players, excellent goalkeepers, top scorers, excellent teams...) at the awards
ceremony on the evening of July 20, causing great disappointment to the sponsor.

3.3. The experiences learn from the cases

Sports sponsorship is not easy, it involves many sides and it is easy to influence
one of both partners. Here are some experiences when sponsoring sports.

1. Identify your goals

 Determine your objectives for sponsorship. Are you aiming for brand visibility,
community engagement, or product promotion? For each objective, you must have
different ways to approach accordingly.
 Clarify the target audience you want to reach through the event.

2. Research potential events

 Look for sports events that align with your brand values and resonate with your
audience. You can consider local sport events, school tournaments,... There are
some potential events.
3. Types of sponsorship
If you want to succeed when sponsoring a sport, you have to thoroughly
understand the different levels of sponsorship and decide on your level of
involvement (e.g., scoreboard branding)
Sponsorship levels:
 Leading sponsor: The Primary backer
 Networking sponsor: Builds relationships with local businesses and participants.
4. Asset and property evaluation
 Assets: Identify what’s available for sponsorship. For example, the sponsor must
know about sport teams or banners, athletes must understand about merchandise
which they advertise.
 Properties: Understand logos, trademarks, and other identifying elements used in
the agreement.

5. Choose the right athletes to sponsor

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 How do companies choose which athletes to sponsor? This is the question that
gives the sponsors a matter of opinion.
Sponsors must meticulously evaluate several factors when selecting athletes to
sponsor. Here are some key considerations:

 Relevance and Alignment: Sponsors seek athletes whose image, values, and
lifestyle align with their brand. If the athlete’s persona resonates with the
sponsor’s target audience, it enhances brand credibility. For instance, a fitness
brand might sponsor a renowned marathon runner or a gym enthusiast.
 Audience Reach: Sponsors analyze an athlete’s fan base, social media following,
and popularity. Athletes with a large and engaged audience provide better
exposure for the brand. Social media metrics, such as followers, likes, and shares,
play a crucial role.
 Performance and Achievements: Sponsors prefer athletes who excel in their sport.
High-performing athletes attract attention and admiration. Championships,
records, and consistent performance enhance an athlete’s appeal.
 Marketability: Athletes who are media-friendly, articulate, and comfortable in
front of cameras are valuable. Sponsors want ambassadors who can effectively
communicate their brand message. Media interviews, press conferences, and
endorsements all contribute to an athlete’s marketability.
 Ethics and Behavior: Sponsors assess an athlete’s reputation, integrity, and off-
field conduct. Scandals or controversies can harm a brand’s image. Ethical
behavior, community involvement, and positive role modeling matter.

6. Negotiation and Contracts

When sponsoring an individual, sport teams, both sponsors and athletes, sport
teams or sport events need to negotiate terms, including exclusivity, usage rights, and
promotional activities. Contracts outline the scope of sponsorship and mutual obligations.

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 CONCLUSION

In conclusion, sports sponsorship serves as a dynamic platform for creating

meaningful connections between brands and consumers. By strategically aligning with
athletes, events, or teams, companies can enhance their visibility, build brand equity, and
leave a lasting impact. Sports sponsorships offer unique experiences that resonate with
audiences and contribute to long-term success. Remember, successful sponsorships create
a win-win situation, benefiting both the event organizers and the sponsoring companies.

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