Marketing
Issue No. 39 - February/March 2008
Sponsorship synergy
by Pamela Brombal
Ever wonder how many of the people packing the MCG for the AFL grand final gave a thought to Toyota – the event’s major sponsor?
According to the Australasian Sponsor Marketing Association, corporates are spending big on sponsorship deals, with an average annual spend of $3.3 million per sponsor in 2007.
That suggests a lot of mutual benefit between the recipient and the sponsor keen to increase product exposure, brand recognition and the perception of public goodwill.
The potential to deliver on marketing and corporate objectives underlines the ASMA’s 2007 Sponsorship Outlook Study which found brand focus remains the primary sponsorship objective.
Driving sales, shaping consumer attitudes, enhancing image, giving a perception of corporate citizenship, and point of difference are the other main reasons corporates engage in sponsorship.
Clipsal Australia has a long history of sponsoring sporting and community events and sees sponsorship as a facet of its consumer marketing campaign.
With naming rights for the Clipsal 500 motor race set until 2015, Clipsal hopes the brand will be in the minds of Australians for years to come.
“Market research has indicated Clipsal is regarded as a major consumer brand,” says Customer Relations & Communications Manager, Angelo Russo.
“Our brand awareness exceeded 80% which we attribute to our long-term naming rights sponsorship of Clipsal 500 as a key driver.”
Modern sponsorship has evolved well beyond signs on the boundary fence or logo placement on a t-shirt. With so many organisations vying for corporate sponsorship dollars, organisations seeking sponsorship must first establish their own winning brand, combined with innovative ideas.
Adelaide United Football Club kicked off in the 2005-06 season of the Australian A-League. The privately owned company has attracted strong local, national and international partnership deals in its short history, t...
