Evolving Sponsorship Models and Future Trends Assessment Answer

Reflective Writing

Do you agree that the traditional sponsorship model is evolving? Can you identify any examples in your local market of how sponsorship partnerships have evolved to reflect a more integrated approach to sponsorship?

Yes, I agree that the traditional sponsorship model is evolving day by day and most of the brands are moving towards different types of integrated approaches for their sponsorship. Rather than using the name of a particular team or events, they plan to create more meaningful and partnership which help them achieve the alliance objective and values.

In my local market I have seen different types of examples of the evolution of sponsorship partnership. Many brands started to collaborate with the different types of sports teams to create proper branded content on different types of social media platforms to increase the brand awareness which is also used to engage fans in a more meaningful way.

Which new sponsoring sectors do you think will emerge as significant investors over the next 2–5 years? Use the empirical and social content to support your answer. Which sectors do you think will enter the sponsorship marketplace in the wake of COVID-19?

Based on the current scenario about the sponsoring factors, it is seen that the sports industry along with the gaming industry will continue to emerge as one of the significant investors in different types of sponsorship programs over the next 2 to 5 years. As per the empirical content, the eSports industry is increasing by a huge amount with a global audience of more than 500 million people that already attracted a large organization.

On the other hand, based on the social content, the cannabis industry is also a liability inverse as one of the significant investors of sponsorship programs. During the event of covid-19, I believe that a huge enhancement of sponsorship activities and events are being seen related to wellness and health. Highlighting the importance of mental and physical health, brands can offer services and products along with sponsorship programs to get a better customer base.

Can you identify an existing sponsorship programme that exemplifies our definition of ‘modern sponsorship’? This could be a local or international example. Some of the Worldwide Olympic sponsors make for good examples if you are stuck for ideas!

The major example of a sponsorship program is being seen among the National football league and Nike in the United States. Nike is known as the official apparel provider for the NFL since the year of 2012 (Deubert, 2023). This partnership has evolved day by day to become one of the traditions of sponsorship deals in a particular environment. Nike majorly worked closely with the NFL for developing equipment and new uniforms which help to enhance the performance of players by incorporating advanced design and technology. Maintaining better sponsorship with the NFL, Nike also gave around 5 million US dollars to the NFL to mitigate different types of racial discrimination related issues (Murfree et al. 2020).

What are the defining aspects of this partnership that you think identifies it as an integrated, strategic sponsorship programme?

Proper maintenance of different types of aspects is very much efficient which helps organizations to define all these once a partnership program by classifying all kinds of factors. Major defining aspects are described below.

• Alignment of values and goals are the primary factors which help to maintain the sponsor and write holders to be alive and to work together for achieving common objectives (Brush et al. 2020).
• The modern sponsorship partnership also required customize solution and logo replacement which are being tell out for managing the right holders audience and sponsors objective to get a good support
• Different types of miserable reserve social impact and activation beyond the event are the primary aspects which offer better support in managing their sponsorship.

How do you forecast that ‘ethical’ considerations will impact on sponsors from the petrochemical, alcohol and betting sectors in the next 2–5 years?

Over the last 2 to 5 years, I expected that the proper management of optical consideration will need to have a responsive and significant impact from different types of betting, alcohol and petrochemical factors.

• Due to the major concern about the environment of sustainability and climate change related factors, proper maintenance of sustainability related ethics need to be maintained in the future (Pascucci, 2021).
• Sponsors from different types of alcohol industry also face a long time criticism over the association with different events and sports due to the various types of concerns about the excessive and underage drinking
• The betting industry also face higher rate of backlash in the recent years due to the major consumptions about exploitation and gambling of vulnerable individuals

6.6 Discussion activity

We know technology has been a huge driver of change in sponsorship – enabling cost-effective engagement with fans. Do you agree however, that experiences still provide richness and depth that social and digital channels cannot? Will live engagements always deliver a more memorable fan experience?

It is true that technology is one of the significant drivers for the different types of change in a particular sponsorship program. However, the experience is much more efficient in providing the depth and richness that digital and social channels cannot provide. As opined by Trabelsi-Zoghlami, and Touzani (2019), the live engagement programs can help friends with a more memorable and emotional experience which courses beyond their experience through the social media channel and digital channels.

The live engagement can develop a major sales of anticipation and excitement for developing a particular event. It can assist the organisation or the fans to have better sales of anticipation rather than achieving achievement from different types of digital channels. Proper experimentation of a particular event can be an effective factor which creates emotional connections between the brand and fans. As depicted by Loureiro et al. (2020), this type of emotional connection is not possible through the application of online interactions in the environment. It can also provide a proper support to the fans for having a sense of belonging and community that is difficult for application through the application of digital channels. Most of the fans are attending the life events for connecting with like minded individuals to share a proper sense of enthusiasm and fashion for their brand that can be helpful for increasing the overall experience.

On the other hand, the digital channels can be used for extending and enhancing the fan experience during before and after the event. For example, most of the sponsors can use different types of social media platforms along with the digital channel to anticipate and build excitement before the event by providing live updates behind the scenes content during the overall event and sharing the highlights to recap after the event.

Sport has a long history with both betting and energy companies who have invested millions of sponsorship dollars into a wide variety of sports. Can these two highly contentious categories survive sponsorship restrictions? How do you think petrochemical giant INEOS will evolve their sport sponsorship portfolio (Formula One, cycling) and will the public tolerate such a high-profile association in the wake of rising awareness of climate change and sustainability issues worldwide?

The energy and betting sectors are having a significant challenge due to the different types of changing consumers' attitudes and ethical concerns (Dhandhania, and O'Higgins, 2022). While it is very much possible that these major categories are facing various types of sponsorship restrictions in the future that help the organisation to evolve and adapt, there are concentrated strategies to address these concerns. In the case of the energy giant INEOS, the management have already faced different types of contribution in the sports team and events particularly for the formula 1 and cycling events. As opined by Geels (2022), due to the greater concerns about the sustainability and climate change issues to grow, this organisation faced a large criticism and increased pressure for addressing different types of environmental impact and to promote sustainable practices in the environment. By partnering with environmental organisations or launching their own sustainability initiatives, INEOS could demonstrate their commitment to addressing climate change and promoting sustainability.

The organisation also focuses on promoting environmental sustainability and supporting the clean energy initiative and promoting education and awareness around sustainable issues. Therefore it can be clearly identified that the public tolerance for these high profile associations like this company may totally depend upon the companies future plans for addressing the environment concerns and demonstrating the commitment towards sustainability.

Reflective Exercise

Considering the key selection criteria of sponsorship, which we covered in 6.9 Mini lecture 3, what do you consider to be the greatest challenge facing a sponsorship-seeker in today’s economy?

Analysing the lecture note it is seen that, one of the greatest challenges faced by the sponsorship speaker in today's economy is related to the competition for sponsorship dollars in a particular area. Currently so many organisations are seeking sponsorship from different types of companies that create difficulties to stand out and secure the overall findings. Along with that, many companies are also very much selected to identify the concepts due to the different types of economic uncertainty and budget issues. That clearly means that responsive figures need to be more target and starship in their overall approach by demonstrating the position for the potential sponsors. As illustrated by Arnott et al. (2020), another challenge which also impacts is known as the sustainability issues. These issues disrupted most of the industries and events making it more difficult for security in the constitution for in person activities and events. As a result, the sequence of sponsorship needs to be more flexible and creative in the approach and consider the new way of engaging the audience and sponsors.

Using a local example that you are familiar with, can you identify and then share an effective sponsorship sales strategy that you think has been a robust approach to securing sponsorship?

One of the effective sales strategies that I have noticed in my local area is related to the approach taken by the local festival of music. The festival is known as a successful factor in securing the sponsorship program from a variety of organisations and businesses. I also believe that their approach could be very much useful for seeking sponsorship programming. This type of strategy focused on developing the customise possessive package which have been told out for the specific goals and needs of each sponsor. Rather than providing the standard packaging system, the organisation can take the proper time for understanding the operation of achieve through the partnership and developer package to align with the goals. Different types of jewellery shops, malls and different small and medium size organisations are showing their interest in sponsoring these music for increasing their brand awareness among the customers. This type of strategy helps to increase the brand image. As analysed by Delhom (2019), the application of traditional sponsorship with different types of templates in various festivals can be a robust approach for securing the sponsorship program and to enhance the brand around us among the customers.

What techniques would you use to sell ‘passion’? What do you think are the potential pitfalls of a ‘passion-led’ sales technique? You may find it useful to consider the key selection criteria again when posting your thought

For selling the passion, individuals should first identify and understand the target audience. For selling the overall passion among the target audience, application of social media engagement can be helpful to target the audience directly for alignment with the business values along with the target audience to create emotional connection (Berg et al. 2020). As an example, Nike has used this fashion left cell technique by initiating their new campaign "Just do it" by identifying the passion of the target audience about fitness and sports.

Pitfalls of Passion-led Techniques

• Improper assumptions about the same passion for everyone create difficulties for these techniques to be used in a highly competitive environment and affect the brand image of the organisation.
• Failing to deliver different types of factors on promises also affected the individuals.
• Ignoring different types of key selection criteria including audience demographics, brand feet and return on investment can lead to a poor sponsorship outcome in the environment.

References

Deubert, C.R., Cohen, I.G. and Lynch, H.F., NFL Business Partners.

Murfree, J.R., Burpo, B.M. and Hambrick, M.E., 2020. Nike and the Balancing Act Between Social Justice and Selling Products. In SAGE Business Cases . SAGE Publications: SAGE Business Cases Originals.

Brush, B.L., Mentz, G., Jensen, M., Jacobs, B., Saylor, K.M., Rowe, Z., Israel, B.A. and Lachance, L., 2020. Success in long-standing community-based participatory research (CBPR) partnerships: A scoping literature review. Health Education & Behavior , 47 (4), pp.556-568.

Pascucci, E., 2021. More logistics, less aid: Humanitarian-business partnerships and sustainability in the refugee camp. World Development , 142 , p.105424.

Trabelsi-Zoghlami, A. and Touzani, M., 2019. How real are virtual experiences? For a better understanding of virtual experiences and their impact on consumers’ real life. European Journal of Marketing , 53 (8), pp.1612-1636.

Loureiro, S.M.C., Bilro, R.G. and Japutra, A., 2020. The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product & Brand Management , 29 (3), pp.387-408.

Dhandhania, A. and O'Higgins, E., 2022. Can “sin industries” prove their legitimacy through CSR reporting? A study of UK tobacco and gambling companies. Accounting, Auditing & Accountability Journal , 35 (4), pp.1009-1034.

Geels, F.W., 2022. Conflicts between economic and low-carbon reorientation processes: Insights from a contextual analysis of evolving company strategies in the United Kingdom petrochemical industry (1970–2021). Energy Research & Social Science , 91 , p.102729.

Arnott, J.C., Kirchhoff, C.J., Meyer, R.M., Meadow, A.M. and Bednarek, A.T., 2020. Sponsoring actionable science: what public science funders can do to advance sustainability and the social contract for science. Current Opinion in Environmental Sustainability , 42 , pp.38-44.

Delhom, C., 2019. The art of partnerships in the festival field.

Berg, S., Forest, J. and Stenseng, F., 2020. When passion does not change, but emotions do: testing a social media intervention related to exercise activity engagement. Frontiers in Psychology, 11, p.71.

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