There are few business segments where sponsorship is more important than in sport management. Individuals, teams, and leagues count on revenue earned from sponsorships to fund yearly budgets, among other uses. Using articles related to branding and sponsorship,, and other reputable resources, consider the following questions:
How does branding influence sponsorship?
What is fit, and why is it important in the context of sponsorship?
Based on your reading, describe two examples of good sponsorship fit and two examples of poor sponsorship fit.
Why did you choose these examples? How would you fix the examples of poor fit?
Full Answer Section
- Brand awareness: When a sponsor's brand is aligned with a popular sponsee, it can help to increase brand awareness for the sponsor. This is because the sponsee's fans will become more familiar with the sponsor's brand as they see it associated with the sponsee.
- Brand image: The sponsee's brand image can also influence the sponsor's brand image. If the sponsee is seen as a high-quality or prestigious brand, it can help to improve the sponsor's brand image.
- Brand fit: The fit between the sponsor's brand and the sponsee's brand is also important. If the two brands are not a good fit, it can be counterproductive for the sponsor. For example, if a luxury brand sponsors a low-budget sporting event, it may alienate its target audience.
What is fit, and why is it important in the context of sponsorship?
Fit is the degree to which the sponsor's brand and the sponsee's brand are compatible. A good fit means that the two brands share similar values and target audiences. When there is a good fit between the sponsor's brand and the sponsee's brand, it is more likely that the sponsorship will be successful.
There are a few key factors that contribute to fit in the context of sponsorship:
- Target audience: The sponsor's target audience should be similar to the sponsee's target audience. This ensures that the sponsor's message will be seen by people who are likely to be interested in its products or services.
- Brand values: The sponsor's brand values should be compatible with the sponsee's brand values. This ensures that the sponsorship will not alienate either brand's target audience.
- Brand image: The sponsor's brand image should be complementary to the sponsee's brand image. This ensures that the sponsorship will not damage either brand's image.
By understanding how branding influences sponsorship and why fit is important, sponsors can increase their chances of success. By carefully selecting sponsees that are a good fit for their brand, sponsors can reach their target audience, improve their brand image, and increase brand awareness.