Sports Sponsorship and Marketing Communications : A European Perspective

by LAGAE, WIM

• ISBN13: 9780273687061
• ISBN10: 0273687069
• Format: Paperback
• Copyright: 2008-12-30
• Publisher: Trans-Atlantic Pubns

Summary

Back cover copy- Lagae 'Wim Lagae's book makes a unique and valuable contribution to theliterature. I am sure it will become essential reading for European sportmarketers.' Simon Chadwick, Universityof Leeds An emerging field in Europe, Sports Sponsorship and Marketing Communications is the first European book to describe the leverage of sports sponsorship with sports marketing communications. Sports sponsorship involves a reciprocal relationship between the sponsoring organization and the sporting organization. A win-win situation can be created if both organizations are able to provide the benefits needed by the other organization. With the continuing growth of BA, MA, and MSc programmes in sports marketing, sports management, sports science, and other related fields, this book is the perfect companion to those who wish to be promoted to sports management functions, people employed in sports and sports management jobs and anybody who wishes to keep up with the latest developments in the fields of branding and sports. 'Wim Lagae clearly and consistently applies the principles of professional marketing communications to sports marketing. This book is an essential instrument for all those who are involved in communication of and by means of sports.'Professor Dr Patrick De Pelsmacker, Universityof Antwerp Key features include: A new conceptual framework of marketing communications in sports (i.e, integration into sport marketing communication). Hands-on approach and transfer of North-American and Australian concepts to the European context. Highlights the theoretical background of interesting cases of sponsorship activites within the domain of marketing communication. Full pedagogy including chapter overviews, teaching objectives, tables and diagrams, mini cases, worked out examples, and comprehensive follow-up cases. For additional student and instructor resources, including weblinks and power point slides, visit www.booksites.net/lagae . Wim Lagae is a part-time guest lecturer in sports marketing and sports management at the Faculty of Physical Education at the Catholic University of Leuven in Belgium. He is also part-time Senior Lecturer in Economics and Marketing Communications at the Lessius Business School in Antwerp. The author also lectures on sports marketing at the Vlekho Business School in Brussels.

Table of Contents

Foreword	ix
Preface	xi
Sport, marketing and communication	1	(32)
Overview	1	(1)
Aims	2	(1)
Introduction	2	(1)
Properties of sport	3	(2)
Sport as a unique service	5	(3)
Sport as an industry	8	(2)
Sports marketing within sports management	10	(2)
Marketing communications in sport	12	(6)
Towards integrated sports marketing communication	18	(4)
Summary	22	(11)
Key terms	23	(1)
Questions	23	(1)
Endnotes	24	(2)
Case 1 Sponsoring the football World Cup and European Championship	26	(7)
Sports sponsorship	33	(41)
Overview	33	(1)
Aims	34	(1)
Introduction	34	(1)
Sports sponsorship: an exploration	35	(4)
Growth of sports sponsorship	39	(5)
Goals and target groups of marketing communication in sports sponsorship	44	(2)
Buying corporate sports sponsorship	46	(8)
Selling sports sponsorship	54	(4)
Summary	58	(16)
Key terms	59	(1)
Questions	60	(1)
Endnotes	60	(3)
Case 2 Tennisclub Baseline: how to serve a smashing sponsorship deal	63	(11)
Sports sponsorship and public relations	74	(46)
Overview	74	(1)
Aims	75	(1)
Introduction	75	(1)
Corporate public relations	76	(2)
Types of public relations in sport	78	(4)
Sports sponsorship and hospitality	82	(8)
Sports sponsorship and publicity	90	(7)
A pull-push approach to press relationships	97	(5)
Sports sponsorship and crisis communications	102	(4)
Summary	106	(14)
Key terms	106	(1)
Questions	107	(1)
Endnotes	108	(3)
Case 3 Elite sporting events and hospitality: the skybox is the limit	111	(9)
Sports sponsorship and advertising	120	(34)
Overview	120	(1)
Aims	121	(1)
Introduction	121	(1)
Characteristics of advertising	122	(2)
Advertising strategies in sport	124	(4)
Communication carriers in sport	128	(5)
The creative strategy	133	(6)
Media selection for advertising in sport	139	(5)
Summary	144	(10)
Key terms	144	(1)
Questions	145	(1)
Endnotes	146	(1)
Case 4 Virtual advertising: real winners	147	(7)
Sports sponsorship and direct marketing	154	(29)
Overview	154	(1)
Aims	155	(1)
Introduction	155	(1)
Direct marketing and customer relationship management	156	(3)
Direct mailing	159	(4)
Other forms of direct marketing	163	(1)
Internet communications	164	(5)
Summary	169	(14)
Key terms	170	(1)
Questions	170	(1)
Endnotes	171	(2)
Case 5 Football websites: you'll never surf alone	173	(10)
Sports sponsorship and sales promotion	183	(31)
Overview	183	(1)
Aims	184	(1)
Introduction	184	(1)
Importance of sales promotions	185	(1)
Consumer promotion tools	185	(2)
Point-of-purchase communications	187	(3)
Personal selling and trade promotion tools	190	(2)
Sampling	192	(1)
Merchandising and licences	193	(9)
Summary	202	(12)
Key terms	203	(1)
Questions	204	(1)
Endnotes	204	(2)
Case 6 The sampling strategy of the sports drink Aquarius	206	(8)
The effectiveness of sports sponsorship communications	214	(25)
Overview	214	(1)
Aims	215	(1)
Introduction	215	(1)
Ambush marketing in the sponsorship clutter	215	(5)
Exposure	220	(2)
Communication results	222	(3)
Commercial results	225	(1)
Summary	226	(13)
Key terms	227	(1)
Questions	228	(1)
Endnotes	228	(2)
Case 7 Cofidis: giving credit to cycling sponsorship	230	(9)
Index	239