Sponsorship in the Trenches’ - Case Study Evidence of Its Legitimate Place in the Promotional Mix

‘Sponsorship in the Trenches’: Case Study Evidence of Its Legitimate Place in the Promotional Mix.

Sponsorship is also one of the advertising tools in the marketing promotion mix. Although the meaning of sponsorship remains unclear, but this case study argue that sponsorship should be view both in marketing theory and in business practice. In this case, KMAC, a sports marketing agency who focusing in sport sponsorship. In fact, sponsorship may be a superior communications choice when the objective of the company is to increase sales. One of the benefits that associated with sponsorship is the ability of sponsorship to target specific market’s customer. KMAC involve in sponsorship event where its success to be a marketing resource company with sport as the mainly field and not in sport marketing firm. For example, the firm work with hundreds of Olympic and professional athletes, sponsors which including Major League Baseball, Canadian Olympic Committee and others. Besides that, KMAC also provides some example how sponsorship has been used to ambush an advertising campaign from a competitor. For example, a company who need the right to sponsor an event such as National Olympic Committee will negotiation with the official broadcaster to buy all of the advertising. During the bidding process, the competitor who won will has the opportunity to ambush the advertiser, but they needs to buy and pay sponsorship in order to broadcast the event. Besides that, the ability to build a promotional campaign around a sponsorship and the need to leverage a sponsorship also playing an important role. Leverage provide ways to communicate with the consumers and identified the effective way to combat ambush marketing. Result from the case, we can conclude that sponsorship is used as one of the promotion tools and it is inclusion in the marketing promotion mix. The continued growth of sponsorship needs more support to formalize its strategic place in marketing strategy classifications.

Case Study: http://thesportjournal.org/article/sponsorship-in-the-trenches-case-study-evidence-of-its-legitimate-place-in-the-promotional-mix/

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