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1. Introduction
Sponsorship is one of the most important income generators of the cultural sector, but also for the sports and other non-direct commercial entities. Private parties philanthropicly donate money or in-kind for cultural and sport events already for ages, both without any return and as a marketing tool. However, in the past decades companies more and more start to implement sponsorship as an important marketing tool in their business model. In times of increasing competition for both the sponsors and the sponsees the marketing tool of sponsorship is getting to a higher level to stay in advance of their competitors. Sponsorship evolves in a professional entity which can be seen as a long-term co-marketing alliance where the sponsor and the sponsee both invest in a structural relationship to gain maximum result. A case study will be done at the current sponsorship relation between the both Tilburg, Netherlands, based internet application and graphic design company Freshheads and independent culture festival Incubate.
Research on sponsorship as a distinct science stream is relativily new, since the mid 1980s when sponsorship investments increased a lot. It started with mainly defining the phenomenon of sponsorship and its characteristics, but attention went later on also to the managerial aspect of sponsorship and soon after towards its implementation in the marketing mix and corporate strategy. An extensive review of early sponsorship research catagorized in different streams is pubublished by Cornwell & Maignon (1998).
Most research focusses on sports sponsorship and from the sponsors' side. Research focussing on the arts and culture side is scarce, not mentioning the amount of research focussing on sponsorship from the sponsee side in the arts and culture side. This research will focus on sponsorship in general, assuming that the fundamentals of sponsorship are equal for sports, arts, culture or whatever will be sponsored. Although Farrelly & Quester (1997) pointed out some minor differences in objectives, audience type, evaluation proces, intern management and industry type between sports and arts sponsorship.
Research on sponsorship as a distinct science stream is relativily new, since the mid 1980s when sponsorship investments increased a lot. It started with mainly defining the phenomenon of sponsorship and its characteristics, but attention went later on also to the managerial aspect of sponsorship and soon after towards its implementation in the marketing mix and corporate strategy. An extensive review of early sponsorship research catagorized in different streams is pubublished by Cornwell & Maignon (1998).
Most research focusses on sports sponsorship and from the sponsors' side. Research focussing on the arts and culture side is scarce, not mentioning the amount of research focussing on sponsorship from the sponsee side in the arts and culture side. This research will focus on sponsorship in general, assuming that the fundamentals of sponsorship are equal for sports, arts, culture or whatever will be sponsored. Although Farrelly & Quester (1997) pointed out some minor differences in objectives, audience type, evaluation proces, intern management and industry type between sports and arts sponsorship.
This thesis will focus on sponsorship as a global phenomenon, as there are differences the way sponsorship is implemented in differerent countries due to cultural (Farrelly et al.,1997) and legal differences (Steenbergen, 2008). These differences are mainly found in the development of the phenomenon of sponsorship; globalisation made differences smaller. Sponsorship is nowadays even used for opening new geographical markets as especially sports have a universal set of values whichexceedgeographicalborders.
This study will give a review on how sponsorship works and is evolved to the status as is has now. The history of sponsorship is reviewed, but focus will lie on a review of how actual sponsorships are build and implemented into the strategic plans of both the sponsors and the sponsees. This study will focus on sponsorship as a co-marketing alliance as presented by Farrelly & Quester (2005a). Large-scale sports sponsorships are investigated to work as co-marketing alliances, but no small-scale art or culture cases are known. Therefore this study will investigate the small-scale arts and culture sponsorship relationship between Freshheads and Incubate can be seen as a co-marketing alliance. Does it fullfill the characterisctics of a successful co-marketing alliance as described by Farrelly & Quester (2005a)?
So the objectives of this study can be defined as:
- A review of sponsorship from the beginning till the current status.
- Does a small-scale arts and culture sponsorship relationship also fulfill the basic requirements of a co-marketing alliance? Tested with a case study.
This study will give a review on how sponsorship works and is evolved to the status as is has now. The history of sponsorship is reviewed, but focus will lie on a review of how actual sponsorships are build and implemented into the strategic plans of both the sponsors and the sponsees. This study will focus on sponsorship as a co-marketing alliance as presented by Farrelly & Quester (2005a). Large-scale sports sponsorships are investigated to work as co-marketing alliances, but no small-scale art or culture cases are known. Therefore this study will investigate the small-scale arts and culture sponsorship relationship between Freshheads and Incubate can be seen as a co-marketing alliance. Does it fullfill the characterisctics of a successful co-marketing alliance as described by Farrelly & Quester (2005a)?
After the review a model will be presented which can be applied to every single sponsorship. The model will give the progression from the most basic version of a sponsorship to a co-marketing alliance, which will be assumed as the most developed kind of sponsorship. The model would bring more structure in the rather chaotic bulk of literature on sponsorship. The model will be tested by applying it to the Freshheads-Incubate sponsorship.
So the objectives of this study can be defined as:
- A review of sponsorship from the beginning till the current status.
- Does a small-scale arts and culture sponsorship relationship also fulfill the basic requirements of a co-marketing alliance? Tested with a case study.
- Introduction of a progressive sponsorship model.
Maartenflip |
Latest page update: made by Maartenflip
, Mar 9 2010, 9:32 AM EST
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