Objective

Increase brand awareness/visibility:

Increase your sales/acquire customers: 
Gain publicity: people will share news on social networks. As a result, you can gain good exposure – all this for free!
Differentiate from the competition:
Increase brand loyalty/premium prices: true especially for sport sponsorship. In fact, it is statistically proven that, for
example, fans of a particular team are more willing to buy from the sponsor than from its competitors. This leads to brand
loyalty, which leads itself to customers being less sensitive to premium prices
Increase your CSR reputation/brand image: finally, sponsoring a charitable event or a foundation

Benefit:
- Hallo effect
- Engaged and passionate
fans
- Social proof and influence
- Interactive content
- Word of mouth
 Your experience with sponsorship
• How to PPL
• Branding benefits
• Expected Footage requirement
• Preferred type of sponsorship:
- Music video
- Web drama
- Movies in Cinema ( with clear PPL )
- Musical event
- TV programes with succesful format from foreign country
- Exclusive events
- Use product to Co- brand
-  Điển hình, những công ty tư vấn như McKinsey đề xuất 5 thang đo ROI cho việc tài trợ: chi phí
cho mỗi lượt tiếp cận (cost per reach), nhận biết không hỗ trợ trên mỗi lượt tiếp cận (unaided
awareness per reach), doanh thu/lợi nhuận biên trên mỗi đô la chi tiêu (sales/margin per dollar
spent), thuộc tính thương hiệu trong dài hạn ngoài những lợi ích gián tiếp.
 Linh how to PPL
• https://www.youtube.com/watch?v=tdKti7IJR
9A
• A recent study conducted by a marketing agency focused on the music world- AEG and Momentum Worldwide- indicated that it’s a perfect
place to reach millennials. 93% of respondents admitted to like brands that sponsor live events and around 80% consider music sponsoring
as the best and most effective way for brands to connect with them. Moreover, people who participated in a branded music experience
come away with a 37% better perception of the brand.
• https://www.forbes.com/sites/hughmcintyre/2015/08/09/study-sponsoring-a-live-music-events-makes-millennials-trust-and-recommend-yo
ur-brand/#21f0c6fe2011
• https://www.youredm.com/2015/08/11/study-shows-millenials-opinion-of-brands-that-sponsor-music-festivals/
• https://www.slideshare.net/rdhawthorne/chapter7-branding-cont
• https://thepolicytimes.com/vivos-ipl-sponsorship-a-shot-in-the-dark-or-a-thoughtful-investment/
• https://www.eventbrite.com/blog/brand-engagement-sponsorship-activations-festivals-ds00/
• https://www.smartbrief.com/original/2019/08/3-ways-capture-gen-zs-attention-right-sponsorship-choices
• http://huggity.com/8-best-sponsorship-activation-ideas-humanizing-brand/
• https://www.warc.com/newsandopinion/opinion/this_programme_was_brought_to_you_by_the_role_of_tv_sponsorship/2539
• https://blog.realytics.io/en/tv-sponsoring-vs.-classic-tv-campaigns-what-to-choose
• https://blog.realytics.io/en/tv-sponsoring-vs.-classic-tv-campaigns-what-to-choose
• https://walkthechat.com/5-best-chinese-new-year-2018-marketing-campaigns/
• http://www.chinagoabroad.com/en/commentary/how-a-chinese-movie-marketer-parlayed-a-2-5-million-gamble-into-86-million-in-3-weeks
• https://www.contagious.com/news-and-views/kfc-china-turns-colonel-sanders-into-esports-analyst-league-of-legends
• https://www.thedrum.com/news/2020/01/16/adidas-singtel-jdcom-chinese-new-year-2020-campaign-coverage
• https://brandinginasia.com/burberrys-take-on-chinese-new-year-ridiculed-and-applauded/
• https://brandinginasia.com/jackson-yee-stars-in-energetic-adidas-chinese-new-year-ad-for-2020/
https://daxueconsulting.com/nikes-lunar-new-year-commercial-2020/
https://brandinginasia.com/sprite-china-campaign-collaborates-with-jiang-xiao-bai-for-two-new-products/
https://www.minimeinsights.com/2016/07/20/rio-embraces-slim-can-ad-free-sing-china-revenue-down-73/
https://www.thedrum.com/news/2018/05/23/vivo-urges-fans-create-moments-its-global-world-cup-campaign
https://jingdaily.com/little-fresh-meat-deliver-results/
https://www.brandsvietnam.com/15542-Tai-tro-World-Cup-2018-ROI-khong-phai-la-dieu-Vivo-quan-tam-hang-dau
https://www.marketing-interactive.com/vivo-launches-first-ever-global-brand-campaign-for-world-cup-unlock-extraordinary/
https://www.campaignindia.in/article/world-cup-roi-not-a-major-concern-for-chinese-smartphone-maker-vivo/444715
https://www.reuters.com/article/us-china-basketball-nba-vivo/china-smartphone-maker-vivo-says-to-suspend-all-cooperation-with-nba-idUSKBN1WN12C
https://www.studocu.com/en/document/national-economics-university/essay-on-marketing-management/essays/vivos-marketing-mix-strategy/3684928/vie
w
https://www.campaignasia.com/article/vivo-is-beating-giants-at-the-global-game/436970
https://www.alizila.com/vivo-tmall-new-smart-phone-11-11/