| Sport is a winning medium that reach a
| |
| | Sports Marketing Agencies have often
|
| worldwide audience every day,
| |
| | promoted this kind of planning.
|
| guaranteeing sponsors benefits that are
| |
| | The scenario is currently moving towards
|
| not comparable with traditional media
| |
| | the "Sponsorship Create and Manage
|
| such as TV, radio and the press. This is
| |
| | Model", which allows the sponsor to
|
| confirmed also by the ever increasing
| |
| | manage the whole range of activities
|
| number of hours that the major television
| |
| | connected to an event and to define
|
| networks worldwide dedicate to sport in
| |
| | sport-based communication in various
|
| all its forms and expressions and by the
| |
| | areas.A great example of how sports
|
| number of professional Sports Marketing
| |
| | sponsorship models are evolving is
|
| Agencies that suggest to their clients to
| |
| | provided by Red Bull.
|
| use sport in promotional activities.
| |
| | Let's analyze how they managed and adapt
|
| Sport, as a communication tool, is
| |
| | their activities over time.
|
| unique in its ability to break down
| |
| | At the beginning they started buying
|
| traditional cultural and linguistic
| |
| | small sponsorship packages in different
|
| barriers and is a competitive, creative
| |
| | sports. Their approach was different from
|
| and fruitful business product that is
| |
| | anything previously seen in the sport
|
| suitable for achieving different
| |
| | business arena: Red Bull chose to be
|
| marketing objectives, such as:-
| |
| | involved with the wild and crazy world of
|
| Increasing brand popularity/awareness
| |
| | extreme disciplines, such as heli-skiing,
|
| - Changing brand profile
| |
| | tobogganing or jumping out of airplanes.
|
| - Enhancing brand/product
| |
| | In doing so, the company was able to test
|
| - Creating worldwide product recognition
| |
| | sport related benefits and began to be
|
|
| |
| | remembered thanks to sport-related
|
| - Attracting new market segments
| |
| | elements.
|
| - Enlarging the distribution networkIn
| |
| | Moving beyond this to a second stage,
|
| order to give an idea of the popularity
| |
| | Red Bull used such "sport experience" to
|
| of sport, we provide you with some data
| |
| | create its own promotional events,
|
| from the Motorbike World Championship,
| |
| | involving hundreds and hundreds of fans,
|
| one of the most spectacular and sometimes
| |
| | customers and potential customers at
|
| heroic of all sporting events. In 2005
| |
| | circuits and on starting grids, in the
|
| MotoGp has experienced continuous growth
| |
| | mountains or in the skies.
|
| in viewing figures, attendance and
| |
| | Finally, the last step in this
|
| investments:- 17 Grands Prix, hosted in
| |
| | sponsorship evolution strategy brought
|
| 15 countries across 5 continents
| |
| | Red Bull to enter the Formula 1 racing
|
| - TV programs about the Motorbike World
| |
| | world. Firstly they simply gave to some
|
| Championship have been broadcast in 207 -
| |
| | of the F1 grand prix drivers a branded
|
| countries-
| |
| | drinking bottle. After testing and
|
| - Over 3,790 TV broadcasting hours
| |
| | verified their ROI results, they decided
|
| - 276 million households reached
| |
| | to expand their branding promotion into a
|
| - Total viewing figures of 5,290 million
| |
| | logo to be featured on F1 cars: the
|
| in 184 countries for live Grand Prix
| |
| | Sauber Team.
|
| coverage
| |
| | In 2005 the company decided to expand
|
| - Average viewing audience of 311
| |
| | their marketing effort and to fully
|
| million per Grand Prix
| |
| | manage the entire project. They acquire a
|
| - Average attendance of 120,000
| |
| | whole Formula 1 Team, and name it as "Red
|
| spectators at the circuit, with peaks of
| |
| | Bull Racing - Formula 1 Team". This
|
| 237,000
| |
| | sponsorship model has become the starting
|
| - About 2,034,000 overall attendance
| |
| | point for a number of activities and
|
| (Source: Dorna Sport S.L., 2005
| |
| | events managed by the company itself: In
|
| Review)And that's not all! What really
| |
| | this case Sport sponsorship is
|
| makes sport such a good marketing tool is
| |
| | transformed into a business platform for
|
| that it gives companies the opportunity
| |
| | building, creating and managing sports
|
| to associate their own brand and product
| |
| | related projects.
|
| values with the values of the discipline
| |
| | This new model is essential to maximize
|
| itself.
| |
| | the capacity of the events to capture an
|
| Sponsorship formats and models evolve
| |
| | audience via multimedia coverage, to
|
| constantly. The first and most
| |
| | extend its memorability, for the
|
| "classical" model is the "Sponsorship Buy
| |
| | formation of a community and so on. This
|
| Model", where the sponsor buys a package
| |
| | results in a direct increase and
|
| that has already been created and becomes
| |
| | consolidation of brand awareness.Any
|
| involved in the final stage of the event.
| |
| | Professional Sports Marketing Agency
|
|
| |
| | should understand the potential of the
|
| The next step is the "Sponsorship Make
| |
| | "Sponsorship Create and Manage Model" and
|
| Model", a more recent version, in which
| |
| | should strive to transfer it to its
|
| the sponsor plays an active role in the
| |
| | clients.Riccardo Tafà, RTR Sports
|
| creation of the event, taking part in its
| |
| | Marketing Agency. Professional Consultant
|
| conception and organising it according to
| |
| | Expert on Sports Sponsorship and
|
| its own objectives and values. If
| |
| | Strategic Marketing Management. 10 years
|
| properly coordinated, this model is a
| |
| | of experience as an Advertising Company
|
| winning one, as it allows to create
| |
| | specialized in sports such as Formula 1
|
| moment-events that are rich in meaning
| |
| | and MotoGP.
|
| for the consumer. That's why professional
| |
| |
|
