Managing the Sports Sponsorship Process

In all business sectors, communications plays a critical role in attracting customers and subsequently building brand loyalty. In the context of the sports sector, the same applies. In this chapter we focus on a number of communications tools such as stadium naming rights, sports celebrity endorsement and brand ambassadors. We focus in particular on the concept of sports sponsorship and examine the different facets of managing this process. We note that above all, (with the notable exception of some philanthropic initiatives) sports sponsorship is an investment by sponsors. This means that there is an explicit expectation that any such investment should generate a return to the sponsor. We assess the different objectives behind sports sponsorship deals and the process by which both sponsors and sports property holders identify suitable partners. We examine the importance of activating the deal, which usually involves more financial and non-financial commitment than just the initial payment. In the latter stages of this chapter, we evaluate the real threat that ambush marketing poses to the key stakeholders. Although legislation has tightened up the regulations, ambush marketers, through a combination of creativity and humour can still get around the legal restrictions.