Matching Items (3)
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Description
This paper explores psychographics and how they can be used to increase value in sport sponsorships. Funk (2016) indicates that psychographics are the attitudes, interests, and opinions of consumers. This defines psychographics, which is crucial for the continuation of the research. In a study conducted with the W. P. Carey

This paper explores psychographics and how they can be used to increase value in sport sponsorships. Funk (2016) indicates that psychographics are the attitudes, interests, and opinions of consumers. This defines psychographics, which is crucial for the continuation of the research. In a study conducted with the W. P. Carey School of Business at Arizona State University, psychographics are explored further from the sponsor's perspective. Questions in the survey examine how recognizable different forms of sponsorship are, as well as the consumers' perception of sponsors and other consumer attitudes. Insights regarding general sponsorships within sport are provided from the analysis of this data. Overall, it is seen that the forms of sponsorship with the greatest visibility, especially those with media visibility via television broadcasts, are the easiest to recognize. Additionally, it is seen that consumers purchase based on an emotional connection to a brand, and they perceive the goal of sponsorship as a chance for sponsors to sell their brand, not their products. Knowing this information is useful, because applying it allows sponsors to maximize their sponsorship value by connecting with fans on a deeper level and targeting their promotional efforts accordingly. This piece includes the full list of survey questions and explanations, as well as an in-depth analysis of the setbacks faced in this project, and the potential downfalls of the survey sample. Regardless of that, this is still valuable information that provides an informal example of the power of psychographics as they relate to growing the value of sport sponsorship.
ContributorsBreidenbach, Nadia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as the league, must walk a line and make sure they are not seen as selling out for more revenue. Even though one of the reasons for allowing teams to sell space on jerseys is for revenue generation, it is also meant to help the NBA increase its exposure and become a global brand that is accepting to corporate investment. To understand how this will play out in the NBA, this report will look at the history of jersey sponsorship in Europe and the United States. Studying how jersey sponsorships have affected fans, teams, and leagues in the past will allow for a better understanding of the new jersey sponsorship market that the NBA is creating. Having a complete grasp on how jersey sponsorship markets in Europe and the U.S. will allow for better predictions on how the market for a major U.S. league will be. As of April 21, 2017, six teams have agreed to deals that involve a corporate sponsor patch on the team jerseys. These teams are from a variety of different markets and have varying level of recent and historical success. This small sample of teams with current deals can be compared to the early deals in other leagues. Some trends can be identified within the current deals based on the monetary investment certain teams are receiving from brands. The partnerships also all have other components to them as well as good brand alignment between the team and the sponsor. To value the remaining 24 teams, a formula was produced that would consider the team's current exposure in the marketplace. Through studying the history of other jersey sponsorship markets, a team's exposure is very important to brands and can allow a team to command a larger dollar amount. A formula was derived to relatively determine the value each team from the point of view of a brand mulling the decision to purchase an NBA jersey patch. Understanding the value of exposure to brands, the formula consisted of five variables that fully encompass how a team gains and maintains its exposure. A survey was also conducted in order to understand the fan in the local area. Our survey sample consisted of students of the W.P. Carey School of Business at Arizona State University. In this survey, we could understand how students felt about certain brands and whether a partnership involving their favorite team could sway their purchase intentions. The survey gave an inside look on some NBA fans and how they feel towards corporate partnerships with teams.
ContributorsSantora, Spencer Dean (Co-author) / Scheetz, Ryan (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
As the third-largest source of revenue, sponsorships play an integral role in the world of sports business. Sports are the fastest growing category among all sponsorship spending, with the North American sports sponsorship revenue expected to grow to $18.7 billion in 2020. Identified as the most valuable benefit for sponsors,

As the third-largest source of revenue, sponsorships play an integral role in the world of sports business. Sports are the fastest growing category among all sponsorship spending, with the North American sports sponsorship revenue expected to grow to $18.7 billion in 2020. Identified as the most valuable benefit for sponsors, category exclusivity rights allow a sponsor to be the only company in a certain category to have an official relationship with the property. However, the popularity of category exclusivity has been declining due to the high fee associated with it. This has led to sports properties splitting up previously exclusive category to allow multiple partners to hold rights. As a result, sponsors are finding exclusivity rights at a smaller level: specific marketing platforms. This strategy permits only one corporate partner to activate in a specified channel. Although not as prominent as in professional sports, category exclusivity is still a key factor in collegiate athletics sponsorships. Sponsors concentrate mainly on creating brand awareness as college students are at the age where they begin to make their own decisions. By increasing brand awareness, these companies are also increasing the probability that the students will purchase from it, and eventually become loyal, long-term consumers. As an intern for Sun Devil Athletics Corporate Partnerships, my experience guided me through a study of the exclusive sponsorships of Sun Devil Athletics. Through an analysis of ASU students' attitudes toward and knowledge of the official sponsors of Sun Devil Athletics, this thesis discusses the effectiveness of the exclusive sponsorships with a special focus on how being aware of a company's relationship to ASU affects students' intent to purchase that company's products or services.
ContributorsSmith, Lauren Rose (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / W. P. Carey School of Business (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05