SXSW 2020
How Brands Can Waste Money on Sports Sponsorships
Description:
Marketers pour hundreds of millions of dollars into sports sponsorship. Understanding how consumers respond to different sponsorship levels as part of a broader advertising and marketing program for a brand is an important component to developing guidelines and norms for optimal marketing communications planning and budgeting. Our study used the comprehensive BAV data base and publically available advertising data among the top 200 national brands across nine diverse product categories to examine how sponsorship of Major League Baseball (MLB) by different types of brands and different levels of expenditures on advertising and sponsorship were related to consumer brand perceptions and brand equity.
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Takeaways
- A New Look at Brand Personality, Brand Equity and Official Sponsorship Effects
- Sponsorship to a point is very productive.
- Sponsoring in an authentic way is critical to achieving ROI
Speakers
- Anne Rivers, Managing Director, BAV Group, VMLY&R
- Kirk Wakefield, Edwin W. Streetman Professor of Retail Marketing and executive director of Sports Sponsorship & Sales at Baylor's Hankamer School of Business, Baylor University
Organizer
Anne Rivers, Managing Director, BAV Group, VMLY&R
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