6th December Communication Tools Class: Student Christine Hepp presents the theory of sponsoring

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1 6th December 2007 Communication Tools Class: Student Christine Hepp presents the theory of sponsoring

2 Sponsoring Silke Möcklinghoff, Alissa Schlüter, Christine Hepp

3 Agenda 1. Definition 2. Spread 3. Share in Communication Budget 4. Advantages 5. Disadvantages 6. Different Types 7. Use / Budget 8. Types of Sport-Sponsoring 9. Sponsoring Strategy Sponsoring

4 1. Definition a person or company (= sponsor) provides money/ values in kind (= Sachmittel)/ services to another person/ a group of people/ an organisation (= sponsored) and gets in return rights for the communicative use the conditions are fixed in a contract (= sponsorship) Source: Karl Braun, Marketing- und Vertriebspower durch Sponsoring, first edition 2006, p Sponsoring 3/12

5 2. Spread of Sponsoring Yes No 26,4% 73,6% of the companies use sponsoring as an instrument within their communication mix. 73,6% Source: Sponsoring 4/12

6 3. Share in Communication Budget Sponsoring other communication instruments 15,4% 15,4% of the communication budget are spent for sponsoring. 84,6% Source: Sponsoring 5/12

7 4. Advantages of Sponsoring for the sponsor: - brand participates in freetime-activities of its target group (positive atmosphere, emotional address) - communication to a specific target group - substitution of the difficulties of classic media advertising (e.g. zapping, decreasing reach) - image transfer for the sponsored: - financial security - material support (sportswear...) - support concerning advertising strategies Source: Manfred Bruhn, Sponsoring, third edition 1998, p Sponsoring 6/12

8 5. Disadvantages of Sponsoring for the sponsor: - no short-term instrument - often dependence on mass media - negative image transfer - mostly short visual messages-> limited transmission of information for the sponsored: - legal dependence on sponsor - negative image transfer Source: Sponsoring 7/12

9 6. Different Types of Sponsoring Media-Sponsoring Sport-Sponsoring Eco-Sponsoring Sponsoring Cultural-Sponsoring Science-Sponsoring Socio-Sponsoring Source: Karl Braun, Marketing- und Vertriebspower durch Sponsoring, first edition 2006, p Sponsoring 8/12

10 7. Use/Budget of the different Types Use Budget ,2 2,0 21,0 5,0 43,1 9,6 47,9 12,1 70,4 21,7 83,1 47,1 Eco- Sponsoring Media- Sponsoring Education- /Science Sponsoring Socio- Sponsoring Cultural- Sponsoring Sport- Sponsoring Source: Sponsoring 9/12

11 8. Types of Sport Sponsoring 1. Sponsoring of sporting events 2. Sponsoring of teams 3. Sponsoring of one single athlete 4. Sponsoring of organisation/clubs 5. Sponsoring of places Source: Karl Braun, Marketing- und Vertriebspower durch Sponsoring, first edition 2006, p Sponsoring 10/12

12 9. Developing a Strategy instruments How? Who? sponsor message What? strategy To whom? Who? sponsored target group Source: Manfred Bruhn, Sponsoring, third edition 1998, p Sponsoring 11/12

13 Thanks for your attention!

14 15th May 2009 Ms. Möcklinghoff (adidas) presents the briefing for a sponsoring concept to Ms Schlüter (media agency)

15 Briefing

16 Agenda 1. The Adidas Group 2. The Brand Adidas 3. Three Brands of Adidas 4. Main Sports 5. Adidas goes Snowboarding 6. New Product Line 7. Snowboard Market Shares 8. Aspired Market Position 9. Task 10. Concept Targets 11. Defaults

17 1. The Adidas Group sport equipment manufacturer three brands: adidas, Reebok, TaylorMade annual turn-over of the group in 2006: 10,06 billion (adidas: 66% = 6,62 billion) main target: worldwide leading sport equipment brand communication motto:,impossible is Nothing premium brand Source: annual report of the Adidas Group /13

adidas Sport Heritage The products of this division are rooted in sports, however they are determined

18 2. The Brand Adidas adidas Sport Performance Full concentration on the sportsman, for whom styling comes after efficiency. adidas Sport Heritage The products of this division are rooted in sports, however they are determined for the lifestyle and streetwear segment. adidas Sport Style This division is directed to style- and fashion-conscious consumers. Source: annual report of the Adidas Group /13

19 3. Three Brands of Adidas 21% 1% Sport Performance Sport Heritage Sport Style 78% Source: annual report of the Adidas Group /13

20 4. Main Sports Soccer Running Outdoor Basketball Tennis Golf Cycling Source: 6/13

21 5. Adidas Goes Snowboarding adidas is planning to conquer a new market: snowboard equipment targets: - market share of 15% in the snowboard market until acquire new costumers - 10 % increase in sales until rejuvenate the image of adidas 7/13

22 6. New Product Line launch of the new product line SLEBby adidas in 2010 products: snowboards, shoes, clothes, accessoires aspired image - young, trendy, fashionable, high-value, great priceperformance ratio USP: premium quality in middle price range reason-why: - pretests with 100 people - esteemed high quality standards at adidas 8/13

23 7. Snowboard Market Shares 16% 12% 14% 12% 13% 33% Burton Nitro Rossignol K2 Salomon Sonstige 9/13

24 8. Aspired Market Position SLEB By adidas modern cheap expensive frumpish 10/13

25 9. Task to draw up an event sponsoring concept in addition to the general launch campaign of the new product line SLEBby adidas to select an event for sponsorship to work out a calculation to care for the implementation control of the success 11/13

26 10. Concept Targets to draw attention to the new product line SLEBby adidas to address target group: years-old males/ females interested in snowboarding communication of the aspired SLEBby adidas image and increase of brand knowledge 12/13

27 11. Defaults timing - first draft in July deadline for the final concept End of February implementation in Winter 2010 budget: tbc 13/13

28 1st July 2009: Ms. Schlüter (media agency) presents the first draft of the sponsoring concept to Ms. Möcklinghoff (adidas)

29 Sponsoring: adidas media corner

30 Agenda 1. Analysis of Target Group - Structure of Age - Structure of Professional Status - Use of Media 2. Selection of an Event - Selection Criteria - Snowboarding Events - Air & Style 3. Air & Style Sponsoring Packages - Main Sponsoring Package - Additional Sponsoring 4. Cost Calculation media corner

31 1. Target Group

32 Structure of Age Snowboarders are mainly between 18 to 24 years old but the age goes up to 34 years years years years years years > 65 years Source: /22 media corner

33 Structure of Professional Status -87 pensioner, retiree -35 housewife, househusband -5 2 self-employe, manager, proxy, liberal profession public servant Snowboarders are mainly students. 12 trainee -55 worker, public worker 12 employee, public employee Source: /22 media corner

34 Daily Use of Mass Media (weekdays) OOH Media attend the youths day. In the evening they can be reached by internet or TV nach Out of Home Radio Magazines TV Internet Source: /22 media corner

35 2. Selection of an Event

36 Selection Criteria 1. European Event 2. Event Image: stylish, cool, professional 3. High popularity many spectators 4. Several Contest Disciplines 5. High Media Presence 8/22 media corner

37 Snowboarding Events 1. International German Halfpipe Championship Main Facts: Europe s biggest indoor halfpipe Disadvantages: concentration on halfpipe, low reach 9/22 media corner

38 Snowboarding Events 2. KTO Kaunertal Opening Main Facts: Austria (Tirol), guests, test of brandnew equipment Disadvantages: low reach 10/22 media corner

39 Snowboarding Events 3. FIS Snowboard World Championships Main Facts: Switzerland, viewers/day, participants from 80 nations Disadvantages: too serious, not popular enough among trend magazines 11/22 media corner

40 Air & Style Air & Style is one of the biggest freestyle snowboard-festivals in Europe 12/22 media corner

Air & Style Reach: more than 30 hours TV reporting: 8 hours in

in Germany) 93 mio. print media contacts radio broadcasting 21.

livestreams on websites Source: http://www.sponsorpeople.

41 Air & Style Reach: more than 30 hours TV reporting: 8 hours in Germany, 7h in Austria 34,78 million viewers in Europe (25,4 mio. in Germany) 93 mio. print media contacts radio broadcasting spectators on site more than 400 accredited reporters livestreams on websites Source: style_games_2006_basispaket.pdf, /22 media corner

42 USP of Air & Style most popular, media relevant trendsport event in Europe imagetransfer target group affinity media presence Source: style_games_2006_basispaket.pdf, /22 media corner

43 3. Air & Style Sponsoring Packages

44 Sponsoring Packages Title Sponsor Main Sponsors (2) Co-Sponsors (2) Suppliers (4) Source: style_games_2006_basispaket.pdf, /22 media corner

45 Main Sponsor Package basic rights - marketing campaign: logo on all of the advertising media - online: integration into + newsletter - Off-Site: advertising as an official partner - On-Site: Promotion & Branding (25% on air presence) - product- and branch exclusiveness - Hospitality: VIP and free tickets Source: style_games_2006_basispaket.pdf, /22 media corner

46 Additional Sponsoring Sponsoring of Snowboarders: sponsorship with: - Travis Rice (winner 2006) - David Benedek (German Pro Rider) 18/22 media corner

47 4. Cost Calculation

48 Cost Calculation other expenditures capital to the sponsored 25,9% The sponsored gets ¾ of all the sponsoring expenditures. 74,1% Source: , /22 media corner

49 Cost Calculation Types of Costs Rights (real sponsoring costs) Agency Travelling Equipment Advertising ex ante Advertising on site Individual sponsorship 21/22 media corner

50 Thank you for your attention

51 Sources style_games_2006_basispaket.pdf, , media corner

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