Post by ryglo739 on Mar 15, 2024 23:07:21 GMT -5
port plays a central role in our era and in our culture. This also allows many brands and companies to benefit from it, especially through that type of marketing known as sponsorship or sponsorship . Sports marketing Sportmarketing is a marketing technique that consists of advertising a brand, a product or an event using sport as a communication medium . Sports marketing can be divided into 4 macro areas, according to the document drawn up by two marketing professors from Eastern Michigan University , Sam Fullerton and G. Russell Merz.
sport, marketing, context, product, association of DX Leads values To simplify the explanation of these 4 subcategories it is useful to give some examples. A company that decides to buy advertising space in a sports newspaper or during the breaks of a match broadcast on television channels is moving into the area of context-based sports marketing . Product-based sports marketing, on the other hand, consists of the promotional activity implemented by a company producing sporting goods. Therefore, if the product is related to sport, any strategy for its marketing falls.
On the other hand, when a distributor of products that have nothing to do with sport (for example products or services belonging to the banking or food sector) creates a partnership with a sports property, we are talking about sports marketing based on association of values . In the latter case we enter the core business of sports marketing , namely sponsorships . By sponsorship we mean: any agreement whereby one party (sponsor) provides equipment, financial or other benefits to the other (sponsee), in exchange for its association with a sport or an individual athlete, and, in particular, the possibility of use this association for advertising purposes Council of Europe, Third Conference of European Sport Ministers, Palma de Mallorca, 1999.
sport, marketing, context, product, association of DX Leads values To simplify the explanation of these 4 subcategories it is useful to give some examples. A company that decides to buy advertising space in a sports newspaper or during the breaks of a match broadcast on television channels is moving into the area of context-based sports marketing . Product-based sports marketing, on the other hand, consists of the promotional activity implemented by a company producing sporting goods. Therefore, if the product is related to sport, any strategy for its marketing falls.
On the other hand, when a distributor of products that have nothing to do with sport (for example products or services belonging to the banking or food sector) creates a partnership with a sports property, we are talking about sports marketing based on association of values . In the latter case we enter the core business of sports marketing , namely sponsorships . By sponsorship we mean: any agreement whereby one party (sponsor) provides equipment, financial or other benefits to the other (sponsee), in exchange for its association with a sport or an individual athlete, and, in particular, the possibility of use this association for advertising purposes Council of Europe, Third Conference of European Sport Ministers, Palma de Mallorca, 1999.