Sponsorship Asset Development

Dr Stephen Dann
The Australian National University
 The Background
• Lifestyle sponsorship & Lifestyle Breach Recovery
– VTAC, QUIT

• Model of Lifestyle Sponsorship

– This Person’s Life brought to you by Coca Cola

• Model of the Scandal Sponsorship

– This Match Brought to You by Off field Pub Brawls!

• Farrelly and Quester (2003)

– limited research on the B2B relationships in sponsorships
Sponsorship Resource

A case of “And then the magic happens”?

 Two phases
• Shared Virtual Asset
– business to business transactions between sponsors
and sponsored event
– (Alexandris, Tsaousi and James, 2007; Polonsky and Speed, 2001; Pope, 1998;
Quester and Farrelly, 1998; Shannon, 1999)

• Sponsorship activation
– image transference, value creation and delivery of
sponsorship outcomes
– (Gwinner, 1997; Barros, de Barros, Santos and Chadwick, 2007; Fahy, Farrelly
and Quester, 2004; Grohs Wagner and Vsetecka, 2004).
 Shared Virtual Asset

Sponsored properties (“owner” and “entity”)

Sponsors (one of potentially many)

Sponsorship assets (multipart)

What role for the sponsor?

Less attention has been placed on the factors

underpinning the sponsor as a key influence
in the development of the sponsorship asset
 Sponsorship Assets
Three components
• property identification
– involvement and identification
• (Alexandris, Tsaousi and James, 2007; Gwinner and Swanson, 2003),

– sponsor recognition
• (Quester and Farrelly, 1998; Polonsky and Speed, 2001)
– attitudes towards the sponsorship including
• sponsored property patronage and
• sponsor product use (Gwinner, 1997; Dann, 2008).

• capability
• relationships.
 Sponsorship Assets
Three components
• property identification
• capability
– sponsorship activation through secondary marketing
activity
• (Fahy, Farrelly and Quester, 2004),
– brand building
• (Olkkonen and Tuominen, 2006)
– management of the asset for mutual gain of the
sponsor and sponsored
• (Fahy, Farrelly and Quester, 2004; Farrelly and Quester, 2003).
• relationships.
 Sponsorship Assets
Three components
• property identification
• capability
• relationships.
– virtual nature of the sponsorship asset
– arising from the interaction of the sponsored property
and the sponsors
• based around trust, commitment and reciprocity
– (Farrelly, Quester and Mavondo, 2003; Olkkonen and
Tuominen, 2006).
Sponsorship Asset
 Ongoing development
Objectives of the sponsorship
– Promoting the Message, Product or Sponsor?
• Schoolies Week Kit and the Department of Health and
Ageing sponsorships
• Unbranded Message Sponsorships (social product)

• Impact of the Sponsor Brand

– Positive, Negative or Switch?
• Does the corporation carry social baggage?
– Alcohol sponsorship of sport
 Sponsorship Liability?
Sponsor + Sport + Incident + Geographic Location
1. XXXX + Cricket + Symonds Pub Brawl + Mumbai

2. KFC + Cricket + Obesity + Australia

3. Banks + Cricket + Financial Crisis + World Economy

 Other Asset Modifiers
• Event location
– (Mumbai incident / IPL Twenty20 series)

• Consumer Confidence Index

– Sponsorship as a corporate social responsibility issue

• Legacy Properties
– Sponsorship Property Reputations / Team reputations
• Australian Rugby League and Australian Cricket as “unbeatable”
Questions?