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