#7

I think the two key points to remember from this week's readings were:

1. Types of Sponsorship
2. Elements to ensure benefits in sponsorship

There are different types of sponsorship; Philanthropic sponsorship, Corporate sponsorship and Marketing sponsoring. The ultimate goal of any kind of sponsorship is mutual benefit between two elements, the sponsor and the event.


The readings made me think more about public relations theory/practice in that it is difficult to evaluate the benefits of sponsorship. It is acknowledged that sponsorship has its importance, but little research has been put in place to determine its value and effectiveness. There is no, or little tangible measurements which proves sponsorship success outcomes on events and the strengthening of relationships between consumers, the event, and the corporate company.

Therefore, it is paramount to put in place several elements in order to ensure that there would be benefits derived from sponsorship. Okay, perhaps not Ensure and make sure that there will definitely be benefits, but pointers which might/ have a higher chance of leading to benefits.

There are two main elements which play significant parts on the success or failure.

Firstly, Relatedness. (Johan and Pham, 1999) says that consumers better recall a sponsor’s product when that product is related to the sponsor. Therefore, if a community event and the sponsors have no direct relation with each other, community events does not necessarily benefit from sponsorship, and vice-versa. A good example of the sponsors fitting the image of the sponsored event is the “Yes Yes Yes! To safe Sex” campaign which highlights the importance of safe sex and harsh consequences of HIV. MTV and BODYSHOP are the corporate sponsors of the community event with proceeds going to Staying Alive Foundation and campaign partner Patient Care Centre.

Secondly, the Objectives. It is said that consumers have a better recall of better a sponsor’s product when they had a preference for that product before the sponsorship. Therefore, if the PR company tries to use sponsorships as a medium through which it hopes to elevate its reputation or alleviate its bad reputation, it might not be beneficial to the community event and instead dilute the benefits of the community event. From Public Relations Review, Volume 32, Issue 2, June 2006, Pages 144-150 Jiyang Bae and Glen T. Cameron proves that participants showed positive attitude toward the company when they felt the company had an altruistic motive for charitable giving, rather than for a company with self interested motive.

These two are just a mere 2 out of the sponsorship checklist which might bring about a higher chance of successful sponsorship.