A review of the evaluation of healthway sponsorships

This study reviewed the methods used by Healthway to assess sponsorship implementation/value and to explore complimentary or alternative evaluation measures... Interview questions related to sponsorship activities, procedures, requirements and evaluation. Suggestions for practical and alternative ways of assessing sponsorship implementation and conducting evaluations were also asked. In addition, the perceived value of sponsorship investments to Healthway and satisfaction with the existing evaluation framework were also sought..

Small business sport sponsorship: A case study

Within a reasonably short timeframe sponsorship has morphed from a passive form of marketing that was often philanthropic in nature (Morgan et al., 2014), to a legitimate element of the promotional mix (Segium & O’Reilly, 2007), and a key strategic business partnership initiative (O’Reilly & Horning, 2013). Sport sponsorship has been defined as the provision of assistance by commercial organisations (sponsors), in cash or kind, to a sports property (sponsee), in exchange for the rights to be associated with the sports property for the purpose of gaining a commercial and economic advantage (Triodi, 2001). While substantial research has been directed towards large organisations and corporate sponsorship, little interest has been focussed on the relationship between small businesses and sport sponsorship (Mack, 1999, Jing 2010). Small businesses are extensively involved in the sponsorship of sports organisations, teams, individuals and events (Slack & Bentz, 2010). As more and more local and regional sport organisations look towards sponsorship as a means to financially support their organisations this relationship will continue to grow. Given that 97% of all enterprises in New Zealand are defined as “small” this research aims to address the gap in the literature and to contribute to the advancement of the ‘philanthropic-sponsorship’ continuum. The Waikato Rugby Union (WRU) was selected as the case study due to the nature of the sporting code, its established history, and its strong brand. The research applied a qualitative, exploratory approach in order to explore small business perceptions and experiences with sport sponsorship. A series of in-depth semi-structured interviews were conducted with relevant personnel from selected WRU small business sponsors. Interviews were recorded, transcribed and then analysed using grounded theory coding techniques, allowing for key themes to emerge. The study examined the objectives, practices and perceptions of small businesses related to sponsorship decision making. For the purpose of this study, a small business was defined as any enterprise with less than 20 employees. The research findings contradicted previous small business – sport sponsorship literature. The findings highlighted that there was long-term strategic planning, with 75% of the businesses initiated the first contact with the WRU. While decisions were still predominantly made by one individual, they were clearly based on ‘corporate’ objectives rather than personal preferences and/or a sense of “giving back” to the community. The three top objectives were hospitality, brand awareness and networking. The strength of the WRU brand was also a factor in the decision-making. However, there were little or no formalised internal policies to guide the small business sport sponsorship screening and selection processes in terms of sponsorship opportunities, and limited sponsorship evaluation. As sponsors become more and more a part of the social context that shapes and sustains local and regional sport it is important that both sport organisations and small businesses understand better what motivates, attracts and sustains small business sponsorship. It is unclear is this stage if the findings are a result of the status that Rugby holds in the New Zealand psyche and the professionalisation of the sport, or if this is an evolving trend. Further research into other sporting codes would contribute to the understanding of the small business – sport sponsorship dynamics

Local Restaurants’ Marketing and Sponsorship Within Collegiate Athletics

Corporate sponsorships, trademark licensing, and broadcasting rights within college athletics have become a multibillion-dollar business over the past decade. However, a gap in research exists within local businesses sponsorship of college athletics. Many college towns heavily rely on local businesses, specifically restaurants, to attract and retain sports fans. The purpose of this study is to examine local restaurants’ marketing strategies, community relations, and other sponsorship donations impacting the involvement of its collegiate sport sponsorship at the mid-major conference level. Purposeful sampling was used to include two local restaurant owners who participate in sport sponsorship in a Midwest college team. Semi-structured interview questions were used to acquire marketing strategies, sponsorship, asset selection, and return on investment (ROI) evaluation. Four main themes emerged: (1) the restaurant market in a college town, (2) pursuing big dreams through marketing: advertising, branding, and community connection, (3) progression in athletic sponsorship: decision making, investment, and assistance, and (4) keys to success. Local businesses often have different timing, intensity, and strength marketing strategies compared to those on a national level. The contributions and impacts of this study include sponsorship ROI evaluation strategies for two local restaurants, brand recognition and awareness valuation from their fan bases, and asset mixture selection

Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study

This paper explores the emergence of sponsorship-linked events as a strategy to leverage relational outcomes through sponsorship investment. The growing use of sponsorship-linked events reinforces the need to understand the potential of such leverage strategies, thus the findings contribute to the body of literature on effective sponsorship practices. Findings from semi-structured interviews with Sponsorship and Marketing Managers suggest a shifting orientation among sponsors towards the pursuit of relational objectives. The privileged access to consumers afforded through sponsorship allows sponsors to manufacture opportunities to create intimacy with customers through sponsorship-linked events in relaxed, comfortable environments; thus sponsorship-linked events are positioned as a rich environment to add value to consumer–brand interactions and achieve relational objectives. Hosting specifically designed events affords sponsors an increased modicum of control over consumer–brand experiences in sponsorship environments characterised by a lack of control over sponsored property actions. However, this control may be eroded by social media technologies, which facilitate consumer–consumer communication around sponsorship-linked events. Social media, however, is proposed as a useful tool to elicit consumer feedback, addressing the misalignment between current sponsorship evaluation practices and emergent relational objectives revealed in the empirical findings. Therefore, successfully activating the sponsorship-linked marketing space demands an integrated and strategic approach

스포츠 스폰서십 효과 분석: 보츠와나 스포츠 스폰서십 실무자들의 관점을 중심으로

학위논문 (석사)-- 서울대학교 대학원 사범대학 체육교육과,글로벌스포츠매니지먼트전공, 2017. 8. 박일혁.Sport Sponsorship Evaluation: The Perception of Sport Sponsorship Practitioners in Botswana Fredrick Seno Global Sport Management, Department of Physical Education The Graduate School Seoul National University The study of sponsorship has been the subject of many studies in recent decades especially in developed countries, with less attention has been dedicated to developing countries. Typically, sponsors pursue sponsorship association for the attainment of marketing objectives and organizations plow millions in fees yet sponsorship testing is rarely undertaken. The area of sponsorships performance is often overlooked when organizations measure the effectiveness of organizational expenditure or other elements of the marketing mix. The objective of this study is to understand sponsorship evaluation in a less developed context because while there has been rich literature as to the subject in developed contexts, little has been done as to less developed markets. In the current study the research adopts a general approach to determine the perceptions of practitioners of sponsorship and the prevailing landscape of the evaluation aspect in Botswana. Interviews were carried out with practitioners from the various industries where it was evident that the concept is still at its infancy in Botswana. Interview transcripts were coded and summarized and the findings have shown that the concept is still at its infancy stage and there is lack of expertise in the area and similar to developed countries practitioners disregard evaluation despite the huge amount of money plowed into sponsorship and where it is done it is normally very informal and traditional advertising measurement are employed. Keywords : Evaluation, Sponsorship, Sport, Sponsors Student Number : 2015-22368Chapter 1. Introduction 1 1.1. Background 1 1.2. Research Questions 8 Chapter 2. Review of Literature 9 2.1. Growth of Sport Sponsorship 9 2.2. Sponsorship evaluation 13 2.3. Return on investment (ROI) 14 2.4. Return on objectives (non-financial evaluation) 16 2.5. Return on relationships 17 2.6. Evaluation and accountability 17 2.7. Evaluative models and systems 19 2.8. Process of establishing a sponsorship 21 2.9. Implementing sponsorship and the role of evaluation 21 2.10. Sponsorship implementation 23 3.0. Sponsorship Essentials 24 3.1. Involvement 24 3.2. Leveraging 25 3.3. Exclusivity 26 3.4. Image transfer 27 4.0. Sponsorship evaluation practice 29 5.0. Studies on Sport Sponsorship Evaluation 43 6.0. Challenges in Sponsorship Evaluation 46 7.0. New challenges in sponsorship evaluation 50 8.0 Critical Analysis of Sport Sponsorship 52 Chapter 3. Methodology 56 3.1. Research Approach: Case Study 56 3.2. Case Selection 56 3.3. Data Collection 59 3.3.1. Interview 60 3.4. Data Analysis 62 Chapter 4. Findings and Discussion 64 4.1. Background - Interviews 64 4.2. Background - Sponsorship Information 67 4.3. Factors that determine Sponsorship continuation and discontinuation 67 4.4. Understanding the Sponsor-Sponsee Relationship 69 4.4.1. Sponsorship Initiation and Termination 70 4.4.2. Formal Contract 71 4.4.3. Frequency of Communication 71 4.4.4. Evidence of Sponsee Monitoring 72 4.4.5. Sponsee Compliance 73 4.4.6. Sponsor and Sponsee Objectives 74 4.4.7. The Importance of Exclusivity 76 4.4.8. The Importance of Leveraging 77 4.5. Understanding Current Practice in Sponsorship Evaluation 78 4.5.1. Experience in Sponsorship Evaluation 79 4.5.2. Frequency of Sponsorship Evaluation 80 4.5.3. Identification of sponsorship evaluation practices 81 4.5.4. Future Growth of Sponsorship Evaluation Practice 81 4.6. Sponsorship Evaluation Barriers and Benefits 83 4.6.1. Belief in sponsorship evaluation 83 4.6.2. Benefits of Evaluation 84 4.6.3. Future Funding 86 4.6.4. Barriers to effective sponsorship evaluation 87 4.6.5. Sponsor and Sponsee Support for Evaluation 89 4.7. Understanding the Timing of Evaluation 89 Chapter 5. Conclusions 92 5.1. Summary of Discussions 92 5.2. Limitations 97 5.3. Future Research 98 Bibliography 100 Appendix A. Interview Script 104 국 문 초 록 111Maste

A university & students’ union policy: “UCC, alcohol & the student experience”.

1. Rationale 1.1 Public health alcohol policy 1.2 University environment 1.3 Student life 1.4 Policy development 1.5 Review & evaluation 2. Aims of the university‟s alcohol policy 3. Integrated policy 3.1 Increasing education and awareness of responsible consumption 3.2 Encouraging alternatives and choice 3.3 Controlling sponsorship, marketing, promotion and selling 3.3.1 Sponsorship 3.3.2 Alcohol promotions 3.3.3 Advertising code 3.3.4 Distribution controls 3.3.5 Avoiding excessive consumption with free alcoholic drink

Sport marketing in Cyprus - the dynamics of the sport sponsorship context: emergence, development and management practices in the football industry

This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of the international sport sponsorship literature (1980-2009) is undertaken and used as the guide for the qualitative empirical study concentrating on football sponsorship activity undertaken in Cyprus as a developing sport sponsorship market. The systematic review reveals sponsorship management structures, practices, tendencies, and models adopted at a range of national settings, and discloses contrasts that exist in different contexts. The findings of the systematic review highlight the management practices employed by sponsors, such as their motives, decision-making practices, activation and leveraging initiatives, objectives, and evaluation processes. With regard to the empirical investigation, sponsorship activity is viewed and interpreted within the broader social and cultural context in which it takes place. The analysis of the findings is informed by critical realism paradigm, so that the underlying causal mechanisms and structures shaping (or influencing) sponsorship activity in Cyprus are identified and discussed. Specifically, the findings of study, which focused on the top division of the national professional league, revealed the existence of a sponsorship continuum involving four significantly different sponsorship approaches, ranging from purely philanthropic to heavily rational and commercial. Interestingly, the study revealed the interdependence of global and local processes within the sponsorship-related practices, suggesting that sponsorship arrangements in this specific context are marked culturally by processes of glocalisation. Such processes appeared to be vividly expressed in sponsorship-related projects in Cyprus, and involved an amalgamation of several local and cultural factors such as a strong prevalence of localism, nationalism, political clientelism, and reliance on personal relations. Community pressures seemed to have a central role in sponsorship related decision-making, whilst sponsorship activity appeared also to be influenced by the structure of the sponsors industry, the organisational structure and corporate culture, as well as by the structure and local specificity of the football market in Cyprus. More specifically, competitive imbalance of the national league, politicisation of football, the level of competition within a particular industry, and centrality of authority and control (both organisational and cultural), are additional factors that appeared to impact sponsorship activity in the specific market

Learning lessons from evaluating eGovernment: Reflective case experiences that support transformational government

Central Government strategy of e-inclusion is being manifested in the form of eGovernment. Given that it is the public purse that funds such investments, there is increasingly attention being paid to the evaluation of these investments, such that value for money and organisation learning can be realised. In this paper the authors report the findings from three interpretive in-depth organisational case studies that explore eGovernment evaluation within a UK public sector setting. The paper elicits insights to organisational and managerial aspects with the purpose of improving knowledge and understanding of eGovernment evaluation. The findings that are extrapolated from the case study analysis are presented in terms of lessons that gravitate around social factors, evaluation, adoption, ownership, prioritisation sponsorship and, responsibility. These lessons are extrapolated from the empirical enquiry to improve eGovernment evaluation practice. The paper concludes that eGovernment evaluation is an under developed area, with most work being developmental in nature and as a result calls for decision makers to engage with the eGovernment agenda and commission eGovernment evaluation exercises to improve evaluation practice such that transformational Government can realise its full potential. The paper ends by highlighting political, economic, technical and social issues as the drivers of the evaluation cycle

Corporate Motives for Sport Sponsorship at Mid-Major Collegiate Athletic Departments

Sport sponsorship has become an increasingly important part of intercollegiate athletic revenue generation as universities have been forced to seek new and creative ways to fund their programs. The purpose of this study was to explore the benefits, criteria, and company factors that lead local corporations to embark upon sport sponsorship agreements within a specific region of mid-major sized universities. Respondents were corporate decision-makers who had forged sponsorships with three mid-major schools. Results reveal that sponsors have clear motives and preferences when agreeing to sponsor sport. On-site signage and cost were identified as being the most important information listed. Additionally, it was found that sponsorship evaluation was measured by only 55% of those surveyed

Child Sponsorship: A Path to its Future

This chapter provides a concise summary of the positive historic features of child sponsorship and notes the emergence of various codes of conduct arising from historic scandals and prior negative publicity. However it calls for continued change and improvement in the sector by suggesting 13 principles including better education for sponsors, greater transparency around the model of sponsorship used, alignment with best practice, promotion of the dignity and agency of the chid and improved public dissemination of program evaluation