体育赞助与广告Athlete Sponsorship

1、Athlete SponsorshipSport sponsorship and advertisementAthlete SponsorshiplOutlinelAmbush marketlIntroduction and HistorylPractice and Theory lControl IssueslManaging athlete sponsorshiplTrendsAmbush Marketl Forms of ambush market - ground signpost- broadcast advertisement- team sponsor- player spons

2、or- Official Sponsor- ？fansIntroductionlThe use of sport celebrities to endorse both sport and non-sport products is firmly embedded as an international business practice. lThe bottom line has become “How can this athlete help me sell more . (beer, shoes, balls, or whatever)?” Some successful sport

3、endorsers lMichael Jordan lTiger WoodslMaria SharapovalMichael Schumacher lDavid Beckham lYao MingHistorylMichael Jordan, - was KING of endorsements ($47 million per yr) lHis last Nike deal was $12.5 million per year + 10 for every pair of Air Jordan and Air Flight shoes sold and 5 per pair on other

4、 models.lPrior to Jordan, Nike did not produce ANY basketball shoes. lNike went from 0% to 70% of the market in 8 years.HistorylTiger Woods is the new KING. $100 m Nike $40 m Buick, Tag Heuer American Express lIs he worth it?Athlete SponsorshiplFormer Manchester United player David Beckham sold 50,0

5、00 phones in the first 3 weeks of his Vodaphone endorsement. lCurrent salary and endorsements are USD $ 27.1 million. Athlete SponsorshiplFernando Alonso Auto Racing$35,000,000lRonaldinhoSoccer$32,700,000lRoger FedererTennis$31,343,885lIchiro SuzukiBaseball $24,000,000Athlete SponsorshipBefore you w

6、atch the video, guess:lWho are top soccer stars earning most from advertisement and endorsement in 2005?lHow much do they earn from the business contract?What are main types of business engaged in player advertisement?l十大广告收入明星.mpgAthlete Sponsorship卡恩270AD、电信、汉堡包劳尔270PEPSI、房地产、本田欧文300手表、洗衣粉、清洁小罗360

7、NIKE、PEPSI、EA亨利440汽车、服装、NIKE、PEPSI皮耶罗520AD、服装、电信、矿泉水维埃里530电竞、服装、电信、杂志齐达内640AD、FORD、洗发水罗纳尔多1300NIKE、SIMENS、超市、梦特娇贝克汉姆1840吉列、化妆品、AD、PEPSIAthlete SponsorshiplAdvantages-Credibility (信任感信任感)信任感来自于：消费者对高水平运动员专业化程度的信信任感来自于：消费者对高水平运动员专业化程度的信任（任（expertise）以及对运动员本身人格魅力的信任）以及对运动员本身人格魅力的信任(trustworthy)两个方面；两个方

8、面；-Attractiveness (吸引力吸引力)： 吸引力来自于：消费者意识里运动员与自己在某些特质吸引力来自于：消费者意识里运动员与自己在某些特质上的相似之处（上的相似之处（similarity）以及目标受众对运动员本身）以及目标受众对运动员本身的崇拜（的崇拜（likeability）。）。 Athlete SponsorshipLiu Xiang: Mens 110m hurdles Olympic Champion-the most exciting moment in 2004-Liu Xiang fever since Athens Olympic Games -Sponsors

9、hip contract with Nike and Coca cola etc.-The second biggest sport star in China-Income: RMB 58 millionYao Min: super star in Houston Rockets -the most successful Chinese players in international professional sports-200 million tv viewers watching the Play-0ffs in 2005-Professional YAO Team consist

10、of professors, accountants, lawyers, marketing and supporting staff-Sponsorship contract with Reebok, Macdonald, Apple and etc.-The biggest sport celebrity in China-Income: RMB 200 millionStotlars Criteria-Based ModellCategory 1 Recognition of the AthletelCategory 2Target Market Trust of the Athlete

11、 lCategory 3Athlete Image Match and IntegrationlCategory 4Sport Image Match and Integration lCategory 5Frequency and Magnitude of EventslCategory 6 Availability of the Athlete lCategory 7Athletes Endorsement ExperiencelCategory 8Athletes Agent or Manager lCategory 9Existing & Proposed Sponsors l

12、Category 10Potential for Negative Publicity lCategory 11 Media ProfilelCategory 12Hospitality Benefits lCategory 13Proposal QualitylCategory 14Proposed Budget and ValueAthlete ManagementTheory BaselBrooks & Harris (1998)Four classifications of endorsement (a) 直白型 (I endorse this product), (b) 间接

13、型 (I use this product), (c) 指导型(You should use this product)(d) 隐含型(the athlete merely appears with the product)” Athlete Managementl2006 Law suit against NIKE claimed that Tiger did not use the ball in the ad and that the ball he uses is not available to the public. Titleist claimed that the tour p

14、layers use the same balls that were available to the public. The result of the lawsuit was that Tiger never said “I use this ball” (the implicit mode). Control IssueslIOC, USOC, NFL, MLB, NHL and NBA have all imposed rules regarding the size of corporate logos. lSkiers at the end of the race and on

15、the victory stand (latest product, not THEIR skis)Control IssuesBeijing 2008 RegulationsOne Identification of the Manufacturer per item will be permitted, with a maximum size of 6 cm2. Other Control IssueslYao Ming sued Coke because it used his image (i.e from a deal with Chinese National Basketball

16、 Team) in ads in the USA. Settled out of court.lUS Open (tennis), Venus Williams was fined $100 by the WTA for refusing to wear the WTA Tour patch on her clothing. Williams cited her Reebok contract language which “prohibited any other logo” on her dress. Reebok stayed out of the issue and said Venu

17、s could do what ever she wanted. lTitle sponsors of PGA Tour could use the players image in ONE advertisement. Mercedes was a big tour sponsor and could use Tiger in a Mercedes ad. Buick was not happy.Other Control IssueslFormula 1 race car drivers own the rights to the helmet, whereas the team owne

18、r has the rights to signage on the car. lThese drivers can make $200,000 from their helmet sponsorships. lRetired Ferrari driver and 7 times world champion Michael Schumacher had total yearly earnings of $48 million in salary from Ferrari and $96 million from helmet, cap and promotional appearances

19、Managing Athlete Sponsorshipl如何推广或开发明星赞助？l赞助体育明星的风险体现在那些方面？ Managing Athlete SponsorshipAds Press conferencePR-Target market communicationProduct designCross promotionCause marketingEmployee rewardsHospitality Individual Athlete SponsorshiplDisadvantages-Uncertainty of performance-Uncertainty of pla

20、yers characteristic-Over-exposure of high profile players-Limited target market (youth)Athlete Management DangerslKobe Bryant - Los Angeles Lakers. lIn 2003-04 Kobe was charged with sexual assault, Coke suspended all of its Sprite ads with Kobe. McDonalds did not renew its contract. Nike delayed the release of his new shoe.lNike released the new KOBE model in 2005 after an 81 point game and charges against Kobe were dropped.lNBA player Latrell Sprewell went up to his team o