体育赞助与广告AthleteSponsorship课件

1、Athlete SponsorshipSport sponsorship and advertisementAthlete SponsorshipOutlineAmbush marketIntroduction and HistoryPractice and Theory Control IssuesManaging athlete sponsorshipTrendsAmbush Market Forms of ambush market ground signpost broadcast advertisement team sponsor player sponsor Official S

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

3、 Jordan Tiger WoodsMaria SharapovaMichael Schumacher David Beckham Yao MingHistoryMichael Jordan, - was KING of endorsements ($47 million per yr) His 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 models.Prior to Jordan,

4、Nike did not produce ANY basketball shoes. Nike went from 0% to 70% of the market in 8 years.HistoryTiger Woods is the new KING. $100 m Nike $40 m Buick, Tag Heuer American Express Is he worth it?Athlete SponsorshipFormer Manchester United player David Beckham sold 50,000 phones in the first 3 weeks

5、 of his Vodaphone endorsement. Current salary and endorsements are USD $ 27.1 million. Athlete SponsorshipFernando Alonso Auto Racing$35,000,000RonaldinhoSoccer$32,700,000Roger FedererTennis$31,343,885Ichiro SuzukiBaseball $24,000,000Athlete SponsorshipBefore you watch the video, guess:Who are top s

6、occer stars earning most from advertisement and endorsement in 2005?How much do they earn from the business contract?What are main types of business engaged in player advertisement?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360NIKE、PEPSI、EA亨利440汽车、服装、NIKE、PEPSI皮耶罗5

7、20AD、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 SponsorshipAdvantagesCredibility (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任（expertise）以及对运动员本身人格魅力的信任(trustworthy)两个方面；Attractiveness (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上的相似之处（similarity）以及目标受众对运动员本身的崇拜（likeabil

8、ity）。 Athlete SponsorshipLiu Xiang: Mens 110m hurdles Olympic Championthe most exciting moment in 2004Liu Xiang fever since Athens Olympic Games Sponsorship contract with Nike and Coca cola etc.The second biggest sport star in ChinaIncome: RMB 58 millionYao Min: super star in Houston Rockets the mos

9、t successful Chinese players in international professional sports200 million tv viewers watching the Play-0ffs in 2005Professional YAO Team consist of professors, accountants, lawyers, marketing and supporting staffSponsorship contract with Reebok, Macdonald, Apple and etc.The biggest sport celebrit

10、y in ChinaIncome: RMB 200 millionStotlars Criteria-Based ModelCategory 1 Recognition of the AthleteCategory 2Target Market Trust of the Athlete Category 3Athlete Image Match and IntegrationCategory 4Sport Image Match and Integration Category 5Frequency and Magnitude of EventsCategory 6 Availability

11、of the Athlete Category 7Athletes Endorsement ExperienceCategory 8Athletes Agent or Manager Category 9Existing & Proposed Sponsors Category 10Potential for Negative Publicity Category 11 Media ProfileCategory 12Hospitality Benefits Category 13Proposal QualityCategory 14Proposed Budget and ValueAthle

12、te ManagementTheory BaseBrooks & Harris (1998)Four classifications of endorsement (a) 直白型 (I endorse this product), (b) 间接型 (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 Management2006 Law suit against NIKE claimed that Tiger

13、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 players 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 IssuesIOC, USOC, NF

14、L, MLB, NHL and NBA have all imposed rules regarding the size of corporate logos. Skiers at the end of the race and on 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 c

15、m2. Other Control IssuesYao Ming sued Coke because it used his image (i.e from a deal with Chinese National Basketball Team) in ads in the USA. Settled out of court.US Open (tennis), Venus Williams was fined $100 by the WTA for refusing to wear the WTA Tour patch on her clothing. Williams cited her

16、Reebok contract language which “prohibited any other logo” on her dress. Reebok stayed out of the issue and said Venus could do what ever she wanted. Title 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. Bui

17、ck was not happy.Other Control IssuesFormula 1 race car drivers own the rights to the helmet, whereas the team owner has the rights to signage on the car. These drivers can make $200,000 from their helmet sponsorships. Retired Ferrari driver and 7 times world champion Michael Schumacher had total ye

18、arly earnings of $48 million in salary from Ferrari and $96 million from helmet, cap and promotional appearances Managing Athlete Sponsorship如何推广或开发明星赞助？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 marketingEmploye

19、e rewardsHospitality Individual Athlete SponsorshipDisadvantagesUncertainty of performanceUncertainty of players characteristicOver-exposure of high profile playersLimited target market (youth)Athlete Management DangersKobe Bryant - Los Angeles Lakers. In 2003-04 Kobe was charged with sexual assault

20、, Coke suspended all of its Sprite ads with Kobe. McDonalds did not renew its contract. Nike delayed the release of his new shoe.Nike released the new KOBE model in 2005 after an 81 point game and charges against Kobe were dropped.NBA player Latrell Sprewell went up to his team owners and said “just tell me what you are going to fine me for not going to your stupid PR events and Ill cut