APA 2134 Chapter 5: The Power of Sport
17 Aug 2016
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Document Summary
The power of sport: through a marketing lens. Consists of all activities designed to meet the needs and wants of sport consumers through exchange processes. Unique characteristics of sport: aspects of sport are intangible, sport is subjective, sports are inconsistent and unpredictable, sport is perishable, sport involves emotions. Attracts many different types of business partnerships and associations. Has a far reaching impact on the economy. 4 key factors influence sponsorship recall: sponsor relatedness, sponsor prominence, corporate exposure of the brand to individuals at events, individual exposure to sponsors due to individual involvement or identification with the sport and team. Winner hosts nhl preseason game, receives k in local arena upgrades, and a broadcast of hockey night in canada from their town. 17. 3 million votes cast in 2011 double from 2009 (9 million votes) Evaluating sponsorships: measuring participation, photographic record, media monitoring, measuring awareness (exit interviews, market share. Why sponsors drop-out: decrease in market value of product (ex.
