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Sports sponsorship portfolio entry 6 (reflection on the subject)

The sport sponsorship subject has been truly a unique experience and a worth while one. After completing Sports marketing in the first semester and working alongside our Vafa clubs and helping them with a marketing strategy to implement for the future it was fun to continue to work with our Vafa clubs and help them with how to approach sponsorship proposals. Some of things I have learned along the way is ever growing importance of sponsorship because Sport is like a business and having sponsors is essentially like having business partners, the importance of how you settle a sponsorship deal which is ensuring you will benefit from the sponsorship deal but also ensuring the deal also works well for the other party so they will be willing to agree with it, the importance of congruence and incongruence as well doing reflections on sponsorship deals to ensure the deal still works both ways and being able to adjust the deal should that not be the case.

For this subject the assessments we had to complete asides from this portfolio was a 10 minute presentation on a sponsorship deal where we had to explain the details of the deal and what the benefits of the deal as well posing questions to the class about the deal. The next assessment was creating an asset inventory with our Vafa groups which we specifically created for our individual Vafa clubs, the Asset inventory had to include identification and innovation of club sponsorship assets including features, functions and benefits of the assets, real world commercial costing of all sponsorship assets, accurate commercial valuation of all sponsorship assets and construction of sponsorship packages. Lastly in our Vafa groups each member had to complete a sponsorship proposal for the club and also and introductory presentation for the before the sponsorship proposals. The Sponsorship proposal was quite a large assessment and worth 45% of the mark for the subject so it was crucial to do well on that assessment to pass the subject.

Overall Sport sponsorship was a very interesting subject and I think it was a really important one for all of us we are looking to work in the sports industry.

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Sports sponsorship portfolio entry 5 (Exploration on the principles of leveraging and co-activation)

The accelerated growth of sponsorship has brought increased attention and scrutiny to this relatively new area of marketing and communications strategy. In turn, researchers have focused on defining, understanding and measuring the various aspects of sponsorship. However, detailed research related to the “how” of sponsorship implementation remains limited. A key aspect of implementation is known as activation, which refers to the investment by the sponsor above and beyond the fee required to acquire the offical rights to that sponsorship. Activation is normally referred to as a ratio of the additional investment to the cost of the rights fees. Previous studies have offered recommended activation ratios ranging from 1:1 to as high as 8:1 in order to fully reap the rewards of sponsorship. This research seeks to enhance our understanding of sponsorship activation via an in-depth case study, a typical method for exploratory research of this nature. Specifically, we ask what drives activation what are the best methods of activation, and how much should be spent on activation? Findings suggest that management decisions regarding activation focus on the custom development of quality strategies versus increasing the activation ratio. Indeed, a formula based on a variety of factors is recommended since activation tactics and their appropriateness to a specific sponsorship are the cornerstones of sponsorship sucess. Overall, results present a four-step model including activation drivers, strategic considerations, activation spending, and sponsorship outcomes.

https://www.researchgate.net/publication/259522797_Leveraging_Sponsorship_The_Activation_Ratio

https://powersponsorship.com/sponsorship-leverage-vs-activation-the-difference-and-why-it-matters/

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Sports sponsorship portfolio entry 4 (Understanding the importance of congruence and incongruence with real world examples)

The role of congruence and incongruence in diverse decision-making groups is examined by manipulating opinion agreement within and between numbers of different social categories. Congruence occurs when Ingroup members agree with one another and outgroup members disagree, whereas incongruence occurs when an in group member disagrees with a majority composed of ingroup and outgroup members. The results of two studies, one using a scenario methodology and the second using simulated work teams with two ingroup members and one outgroup member, show that regardless of the task-relevance of salient differences, individuals respond most favourably when categorical and opinion differences are congruent. Study 1 examined individuals emotional reactions and group efficacy. Study 2 examined group performance, the minority influence process, and efforts to maintain congruence. The findings suggest that outgroup minority opinion holders may be more influential in diverse group decision-making settings that ingroup minority opinion holders.

Cause marketing is the fastest growing type of sponsorship and is a key tactic for implementing a firms social responsibility strategy. Unique characteristics of the sport industry make cause marketing participation compelling, if not expected for sports organisations. This study assessed the relationship between sponsor-cause congruence and consumer responses to cause marketing programmes for professional sporting leagues. A total of 186 students participated in a two-group experimental design. Results indicated a main effects difference for sponsorship response variables between congruent and less congruent conditions. Perceived sincerity was significantly more positive for congruent sponsor-cause linkages. Subjects level of interest with the sport league sponsoring a cause was a significant covariate with attitude toward the sponsor and indirect/direct consumption intention. Given the low means for the consumer response variables, the cause marketing efforts of professional sport brands may not have the same impact as those executed by brands in other product categories.

https://journals.sagepub.com/doi/abs/10.1177/0146167202238367

https://www.inderscienceonline.com/doi/abs/10.1504/IJSMM.2011.043614

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Sports sponsorship portfolio entry 3 (Reflections on the peer review process, including my own feedback and A1 asset inventory including my contributuion and how an asset inventory can assist a sports organisation in managing their sponsorship assets.)

This article talks in detail about sponsorship assets. What is it that a club can offer potential sponsors to raise more revenue for the club.

Sporting clubs should have a multitude of assets that can generate a good return on investment for sponsors. Thinks like the clubs playing kit or advertising at the clubs ground or facility may seem obvious, but there are many other, smaller assets that a club can monetise to. And in order to build a clear picture of what the club can offer to potential sponsors, the club must create an asset inventory. An asset inventory is a straight forward document that is fairly easy to put together. It is essentially a list of all the different opportunities that a sports club can offer to potential sponsors, that would bring the club an income in return. It’s a good idea to create this as a spreadsheet, with three simple columns: assets, inventory and quantity.

Assets

The first column needs to detail all the assets that could potentially be sponsored. These differ per sport, but the 5 key assets a sports club can typically offer are.

1. Ground or facility

2. Teams or squads

3. Club rooms

4. Digital channels

5. Events

Inventory

Once the club have listed their assets, they must think about the different sponsorship opportunities within these areas. Here are some examples of items the club could offer and list in the inventory column.

1. Ground facility

A. Naming rights

B. Outdoor advertising

C. Seating areas

2. Teams/Squads

A. Competition/match day kit

B. Additional kit

C. Player awards

3. Club rooms

A. Pop-up banners

B. Awards cabinet

4. Digital channels

A. Banner graphics

B. Advertising promotions

5. Events

A. Annual tournaments, trial days or competitions

B. Awards presentations

C. Social gatherings

D. Networking opportunities

Sponsorships are all about creating relationships. The logistics and financial components are extremely important but having a good rapport with your sponsors is just as important so the partnership can be strong.

https://loveadmin.com/generating-income/sponsorship-series-part-3-what-assets-can-my-grassroots-club-offer-a-potential-sponsor/

https://www.orsr.sa.gov.au/sport_and_recreation/sport_governance/resources_to_help_you_run_your_club/Financial_Management_Guide_2017_Complete_Document_.pdf

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Sport sponsorship portfolio entry 2 (The importance of providing real tangible and intangible sponsorship benefits and a review of your clubs sponsorship packages / proposal)

Intangible benefits associated with sponsorship marketing can be one of the most important tools in your marketing arsenal. Although they do not hold a physical presence like product placement, sampling rights, logo placement and social media, your intangibles often refelect the essence of your culture and value that your audience places on your brand.

Intangible benefits refer to those benefits a sponsor receives by partnering with your brand. It is more challenging to value the intangible benefits because no proxy value exists in the marketplace, unlike things like logo placement or sampling. Despite this fact, they are highly valued by sponsors as this is where the opportunities like naming rights, brand alignment, storytelling, cause marketing, etc. derive their value. It helps raise awareness of a brand, but in a more meaningful way that helps align a brand with the right audience. There are many factors that can impact intangible values such as knowledge of the audience, strength of activation strategies, fulfilment and reporting practices, quality of marketing plan and budget, media partnerships, organisational capacity, organisational reputation and revenue potential and buying power of the audience.

You might look at intangible benefits as the attitude and culture of your business and how that is perceived by customers, the community prospects. For example you can not necessarily put a dollar value on how your support of a local kids soccer team has affected sales. However, it might help improve morale, show support for your community and even improve customer loyalty. Although these factors can have a positive effect on revenue, you can not necessarily prove this.

Tangible sponsorship benefits are the “quantity assets” that can be offered to a sponsor. They are Quantity assets because they can be measured whether it is by the number of impressions or interactions, the number of leads collected, the number of products handed out, etc. As well, it can include things like logo placement, sampling and speaking opportunities depending on the level of participation available at the event. Each tangible benefit is assigned a value based on each impression or interaction often based on the potential exposure. Advertising costs are assigned based on past experience, and similar advertising fees. Tangible benefits would include opportunities from logo placement, having a booth, product demos, speaking opportunities and even live social media feeds.

From a benefits perspective, sponsorships yield an enhanced image and / or increase revenue. However, every sponsor is different. They sell different products or services and have different business needs. Therefore, each will have a different take on what these benefits to their business. This is why evaluating your sponsorships is important.

https://sponsorshipcollective.com/tangible-vs-intangible-sponsorship-benefits-defined/

https://chargesponsorship.com/evaluating-your-sponsorships-the-basics/

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Sport sponsorship portfolio entry one (the increasing importance of sponsorship with regards to the business of sport and the sponsorship framework)

Sport and sponsorship have become a very prominent as well as normal thing for professional sport. Major sporting bodies and clubs as well as individual athletes make a lot of money through sponsorship deals and in return the companies and brands who are sponsoring the receive publicity and exposure through signage on led fences at stadiums, logos on uniforms etc and because of this they then make money through people using their brand cos of the exposure.

It is obvious that major sporting events are popular and will gain massive worldwide attention. People become fans of sporting teams and become compelled to the support the team the team that they have chosen to support in the hopes for it to be successful, how that that team performs in games and competition can be such an important thing for a passionate sports fan. The opportunities for sponsorship are very vast to with a highly varying demographic for sports viewership. There are so many people to appeal to that it makes sport such an attractive area to sponsor for big businesses and companies.

Another big reason is because Social media and sport are so compatible. In 2016 around 80% of English Premier League fans used social media and I imagine for something like for example the AFL it would be quite similar. Fans will watch streams through social media and post about live sporting events. This means that brands have multiple avenues to promote themselves to fans. Brands can not only sponsor competitions teams and individual athletes but social media influencers as well which could open up even more exposure. In the age of social media, brands now have more platforms to generate new revenue opportunities. Stadiums around the world are becoming fully connected to wifi and HD screens, teams and sponsors are now able to deepen their engagement with fans. It is estimated that of Facebooks 1.3 billion users over 500 million are passionate soccer fans and Sport is the most frequent talked about topic on Twitter for the U.S.

Sport sponsorships are mutually beneficial between the sponsor and club or athlete. Sponsorship allows clubs and athletes to fully focus on their training and craft and not to stress about finding money to train and put on events. For the sponsors they are receiving exposure for their brand for being a sponsor.

https://visua.com/the-benefits-of-sports-sponsorships-in-the-digital-age-of-visual-data

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Sports marketing eportfolio entry 6

Cricket Australia marketing strategy

In the continuation of looking at major sporting organizations marketing strategies for my VAFA groups marketing strategy I am going to do another review for a marketing strategy that I found whilst on my search for some examples. Another good one that I came across was cricket Australia’s marketing strategy. It was a slightly different approach to the AFL’s approach, probably yet has not proved to be fully successful but certainly is on the right track I believe.

Cricket Australia launched their current marketing strategy back in 2017 and the strategy was laid out for five years so it will end and be revised next year in 2022. Cricket Australia’s marketing strategy is to be Australia’s favorite sport, a sport for all Australian’s. basically the purpose is to make every Australian love cricket. The strategy is slightly different to the AFL’s  strategy in that is targeting no specific audience but there is an element of trying to make cricket more diverse which is what the AFL were doing. I think this focus has also become quite important for Cricket Australia particularly with the events in cape town in 2018 with sandpaper gate, Cricket Australia has needed to try and win back the hearts of Australians and clear up its reputation. Cricket certainly is the best sport in Australia for for being culturally inclusive so that side of the ledger has been quite a success, winning over Every Aussie still needs some work but overall the strategy has been solid.

I think this a really good strategy from Cricket Australia. the goal they have set themselves will not be easily attained but it isn’t complicated and if they continue to work hard and come up with new ideas to engage more people i think it will be a successful strategy.

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Sports marketing eportfolio entry 5

AFL marketing strategy 2018 review

Recently I have been looking at marketing strategies of major sporting leagues given the fact that as apart of my sports marketing subject we have been trying to create marketing strategies for our VAFA clubs. I thought i may as well look at some of the major sporting leagues marketing strategies, obviously we would not be able to do something exactly like what a major sporting league would do but to gather an idea of what direction to head in. I found one that the AFL had done back in 2018. It definitely was not what my group was going for but it was still interesting too look through which is why I decided to review it.

The strategy was made public on March 15th 2018 just before the season had begun and it had a focus on to appeal to the non traditional markets of the AFL.  with the AFL introducing  the AFLW the year before and trying to create more diversity amongst the competition. They wanted to try and target women and people from diverse backgrounds. The AFL felt they had done a fair amount of work to understand their traditional fan base and thought it was time to do some work to understand the people who are open to the game but not fully committed and engaged to it. The new campaign they introduced “Don’t believe in never” was a big driving point for this new marketing strategy. It took a more emotional approach and was trying to be relatable for those from more diverse backgrounds who are trying to be involved with the game.

I thought this was a really good marketing strategy from the AFL. they knew they had done enough work to entice their usual crowd and they then decided that it was time to try and target a different audience. I think it was a smart move as a business and even had a bit of a PR approach by targeting a more diverse audience. it certainly gave the competition a good look by trying to be more inclusive and the strategy has worked with lots of programs being run by the AFL for diverse backgrounds.

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Sports marketing eportfolio entry 4

Sports marketing strategy assessment 4

For this assessment we continued with our work alongside our VAFA club. after we had completed the Marketing proposal we then had to create a marketing strategy for the club for their marketing. My group Saga media got right into the job after we had finished the marketing proposal. The Melbourne University women’s Football Club had told us that they wanted their Halo club to be marketed. the Halo club is the clubs membership system which they had begun in 2020 but were not very successful in getting people from the club to sign up,  covid played a big part in that but in general there was improvement needed.

We created a survey for players and other club people to complete so we could get a bit of an understanding as to why the club was struggling to get people to sign up. we also ran a focus group meeting with some of the players. From what we gathered some of the players didn’t even know about the Halo club whilst others didn’t understand that there are different tiers with the Halo club that provide different packages and different prices. the players admitted they likely would have signed up if they had known these things so we decided to touch on that as it seemed like a crucial communication error. 

With the information we gathered we began to compile it into the marketing strategy for the club. The marketing strategy required an executive summary, the clubs market position, a methodology, our market research findings, the clubs marketing mission, objectives and budget, a marketing action and management plan and marketing recommendations from us and from the focus group. we based all our information around a good strategy to promote the Halo club.

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Sports marketing eportfolio entry 3

Market research proposal assessment 3.

This assessment was a group assignment for the VAFA groups which we split off into second semester last year. The VAFA work is to do with marketing social media. each group has a specific club that they communicate with on these two things to provide the clubs with assistance on how they can do them better. My group are working with the Melbourne University women's Football Club and the main thing they are trying to market and need help marketing is there Halo club.

The Halo club is the Melbourne University women’s Football Club’s membership. The club started it in 2020. Obviously with outbreak of the coronavirus, getting players and volunteers at the club to sign up was very difficult with many people being laid off work or working reduced hours and therefore making something like a club membership not very affordable or not very important. they ended up getting 5 memberships and regardless of the situation they still felt they should have done better so they decided that the main focus for us should be on the Halo club. we discussed as a group why they may not have gotten many people to sign up regardless of the covid situation and then how we could get more people to sign up. We then got to work on our proposal.

the proposal required all sorts of information about the club. we had to do a club profile, their market position, the marketing problem they were having, a methodology of our research and a Gantt chart. gathering the information was a bit difficult at first as the club would not communicate much with us but once they did we were able to create a solid marketing proposal.

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Sports marketing eportfolio entry 2

 Sport marketing analysis assessment 2. This assessment was for my sports marketing subject and was a 10 minute presentation on a specific area of sports marketing that every student in the course had to do. It was important that each student did a different topic or at least not a large number of students did the same topic so that we covered a broad range of the topics. 

The topic I covered was the importance of PR for clubs with constrained resources. this was an interesting topic and one i have some knowledge with through  my local cricket club and also my VAFA group for this course. I made points about how easy Public relations is to utilize and that  it doesn't cost anything but is still very effective so for small local clubs it is so crucial to make use of, even big professional clubs utilize public relations as a good PR campaign can give a business or organization a good image. I also spoke about how small local clubs and organizations simply do not have the same resources of the big major sporting organizations so they cannot flaunt sponsors like the big organizations do or pay for the signage that the big organizations do because they do not have the resources to do it and cannot afford to do it. 

Public relations is such a great tool for any organization to use and it is something we learned a fair bit about in our first year in the Holmesglen sports media course and how useful it is so that also was a factor in me choosing this topic.

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Sports marketing eportfolio entry 1

This Anzac Day we want to leave you with memorabilia for your experience at the game and also look united as one as we unveil a special and limited-edition Anzac Day scarf. This scarf will be sold at the G from 1:00 pm onwards and also online for delivery before the game. The price of the scarf will be $64.95, the scarfs are made from merino wool and all the profits for the scarfs will go to the Anzac appeal. So please get on board for this Anzac Day as we taken on Collingwood for the 27th time on Anzac Day and hopefully come away with another victory and also lend a big hand to the Anzac appeal to show our respect for the many fallen soldiers who fought for our country so we can live the life and enjoy the freedom that we have today. We would not be able to have these events if it weren’t for all the brave soldiers who fought for our country over the years particularly in the first and second world wars so the least we can do as a club is to support this wonderful course. So please all members get behind the club in getting behind this course and be there on Anzac Day as take on the Pies again and hopefully get a big win to keep our season going the way it is.

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Digital media portfolio entry 6 (Podcast)

One of the first things we did for digital media was record a mock podcast. We had to create a small script, come up with segments, introductions to the segments and then edit the audio. The segments we had were AFL tipping where we simply did our tips that round for the AFL, Bold calls which was a bold call we had for any sport during the week, cock of the week which was an embarrassing sporting moment we had found during the week and sinking ship which was a sporting team or even individual player that we believed was looking like it was heading in the wrong direction. Once we finished recording the segments and the intro we then edited all the audio together so it was a full podcast.

I really enjoyed this activity. Starting a podcast is definitely something I have been meaning to do as it would be a good platform potentially to get a career in the media. I thought I did really well in this activity as I came up with a couple of good segments and other ideas for the podcast. I also thought I did a good job editing the podcast.

Podcast posted to Brightspace

Academic reference

How to create your own podcast series (Craig R.Hersch, 2017)

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Digital media portfolio entry 5 (Interview)

For this activity me and 3 other class mates executed two interviews where we each took it in turns doing a different role, the 4 different roles were the interviewer, the interviewee, filming the front angle and filming the side angle. For each interview before we started the interviewer would need to come up with 5 questions to ask the interviewee. It was also important that the two people recording when recording in sync with each other so we wouldn’t have any issues when editing. Once the interviews were finished we had to edit them mainly switching between the front angle and the side angle and also maybe adding in bits of music as well.

I enjoyed this activity as it does have a focus on my preference area in broadcast so learning how to do interviews and then edit the footage after is certainly something I enjoyed and may be an area I look to get into for the future. I believe I did well for this activity I thought I came up with good questions for the interview and also edited the footage nicely as well.

Posted below is the front angle of the interview

Academic reference

The effect of interview recording on quality of data obtained: a methodological reflection (Nabeel Al-Yateem, 2012)

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Digital media portfolio entry 4 (Instagram photos)

For this activity as a class we had to walk around the perimeter of the Holmesglen chadstone campus and take photos of plants, animals, people and landscapes so we could then edit them on photoshop to make them look nicer as if we were going to post them to Instagram. Once we were finished we had to choose 3 of the photos that we had taken and edit them and we could only do one photo of each of the 4 things so landscape, person, animal and plant. The 3 photos I decided to do was one of a lime tree, another of fellow classmate Luke Stubbs and last ply a photo of 2 crows one which was stationary and the other which had just taken off in flight. For the photos of the lime tree and the Crows I mainly edited the colour and filter of the photo and for the photo of Luke I edited the colour and filter and also had to crop the photo as well so it was more focused on Luke.

I enjoyed this activity a lot it was fun going out and taking photos it was far more practical then usual and it was fun to learn how to use photoshop. I was very happy the way I went with this activity I enjoyed and I think that I edited the photos nicely to make them look more appealing.

Posted below is the photos. On the left is the before and on the right is the after.

Academic reference

Faking it manipulated photography before Photoshop (Mia Fineman, 2012)

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Digital media portfolio entry 3 (Virtual reality proposal)

For this activity myself and a few other students wrote up a proposal for the AFL to implement virtual reality as a form of fan engagement for fans specifically members. We said it could be something for either AFL members only or AFL members and club members as well. We said we thought it would be a great way to make the fans feel even more involved when at the footy because when at the ground they can use there VR headset and experience the change rooms, coaches box and other exclusive areas on game day so they can see what their club is up to on game day. We said this would be something to consider over the next few years but we believe this would be a great invest,ent for the AFL to engage fans even more.

This proposal felt like it was more of a business type thing but I did find it interesting as I think Virtual reality at the footy would be a very fun experience. I think I did pretty well with this proposal, I think I sold the idea well and made good points about what it would do for the fans and how it would be a good investment.

Proposal posted to Brightspace

Academic reference

Virtual reality & Sport (Ferran Argelaguet, Franck Multon & Richard Kulpa, 2016)

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Digital media portfolio entry 2 (proposal for a new website)

For this entry I wrote a proposal for a potential new website that the AFL could use. The idea of the website is that it would be based around the draft so it would have news for the draft, the emerging players through the nab league formerly known as the TAC cup, statistics from the nab league games so fans can see which up and coming stars are doing well and might be a worthy draft prospect and also having one of the nab league games streamed every week so fans can watch. The Website of course would be accompanied by a smartphone app to make it even more accesible for people using it. In the discussions I had with my class mates who I made this proposal with we would need to arrange deals with a streaming service like Kayo to get the one game a week stremed and also land a deal with champion data or maybe sports code so we could have statistics recorded for all the games.

This proposal felt like it was bit more on the business side then it was the media side but I still enjoyed it and I reckon the proposal is one the AFL would definitely consider to go through with. I think went fairly well with this I oud even added more detail but I was happy with the idea as it seems like it is very original.

Proposal posted to brightspace

Academic reference

Making the most of your class Website (Lemoyne S. Dunn, 2011)