Advantages and Disadvantages of Sponsorship

Advantages and Disadvantages of Sponsorship
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Advantages of Sponsorship:

  • Sponsorship Builds Awareness
  • Increase Sales Volume
  • Brand Building
  • Less Expensive
  • Market Exposure

Disadvantages of Sponsorship:

  • Poor Planning
  • Goal Ignorance
  • Dependency on Results
  • Low ROI for the Money Spent
  • Poor conversion rates

Sponsorship is the best way companies multiply their customer reach by approaching influential personalities to promote their products. This marketing tool has become an essential part of every business by redefining the market approach. From Roger Federer sporting Uniqlo outfits to James Bond with the latest Rolex watches, it’s all about business through sponsorship. But, can sponsorship be bad? The Advantages and Disadvantages of Sponsorship take a deeper look at the marketing strategy from different perspectives.

What is Sponsorship?

A sponsorship is a form of marketing where one company will provide financial support to another company or individual. This usually entails the first company providing products, services, or funds to the second in return for publicity and promotion by that other company. Most large companies and also many local businesses use sponsorship as a promotion vehicle.

Businesses can promote themselves by sponsoring sports teams, youth clubs, theatre productions, or other public activities. However, there is always the risk that if someone they sponsored does something unacceptable to others, they will need to stop their involvement.

What are the Advantages of Sponsorship?

Sponsorship is one of many forms of advertising and marketing. The main idea behind the sponsorship is to associate a brand with a thing that the company believes will affect its popularity and or credibility, which can be anything from social media accounts to TV shows.

1. Sponsorship Builds Awareness

Advertising can be seen as a way to increase your brand awareness. Advertisers often use sponsorships in their marketing strategies, and this is for a good reason. It's an excellent tool that allows you to reach new audiences while widening the potential customer base at the same time.

2. Increase Sales Volume

Sponsorships also provide advertisers with extra benefits in terms of sales volume. For example, many studies have shown that consumers who attend live sports games at arenas purchase more food items (hot dogs) from vendors inside the stadium than those without tickets. It indicates that it's possible to see increased revenue by being involved in sponsorship activities.

3. Brand Building

One of the many advantages of sponsorship is the obvious brand enhancement and credibility for sponsors. Various brands have used this sponsorship tactic to increase their brand's reach in the marketplace. Advertisers also find that they can offer some creativity and originality to their ads. For example, they can use celebrities, movie trailers, sporting events, or other forms of entertainment to promote their product or service.

4. Less Expensive

Many marketers like sponsorships because they are less expensive than other advertising formats like TV ads or billboards. Sponsorship is a form of advertising in which an outside company supports a particular activity, such as an event, team, or venue. A sponsor may provide financial support for any number of things going on in a given organization: equipment needs, operating costs, research, and development. They may also provide goods for promotional purposes.

5. Market Exposure is one of the main advantages of Sponsorship

Sponsorships work by connecting a company's products or services with another company. These companies are matched in a way that benefits both of them. For example, a coffee company might sponsor the podcast of a popular morning show. This way, they get more exposure, and the morning show gets new sponsors and financial support.

What are the Disadvantages of Sponsorship?

Sponsorship can be a great way to promote your company. But it can also backfire if you don't think carefully about the image you want to portray and the message you want to send. If you are going into business sponsorship with no idea what your goal is, it can be difficult to succeed. You have to think about what kind of image and message that sponsorship will bring on behalf of your company.

1. Poor Planning

There are many disadvantages of sponsorship in the marketing world. Some are short-term, while others could last decades after the sponsorship has been discontinued. The most important thing is thinking ahead and strategically planning your campaign for success.

2. Goal Ignorance

One of the main disadvantages of Sponsorship is goal ignorance which can be detrimental to a sponsorship's success. Though some may not realize the importance of setting a goal, this mistake could lead to the loss of valuable opportunities.

3. Dependency on Results

Sponsorship dependency on results can cause several problems. Firstly, the sponsors are often not qualified to judge the effectiveness of their sponsored athletes. Secondly, there is a lack of transparency in these sponsorships, which can lead to unethical practices.

Finally, as sponsorship deals are often short-term with no guarantees of success, athletes struggle to plan and establish themselves as a brand name in their sport.

4. Low ROI for the Money Spent

The main challenge with sponsorship is the low ROI for the money spent. In addition, when sponsored, there is a risk that people will not see your brand because they are busy paying attention to the sponsor. Another problem with sponsored content is that it can come across as too soft and salesy.

5. Poor conversion rates are concerning disadvantages of Sponsorship

Sponsorship conversion rates can be poor because of the number of steps involved in the process. Consumers are often unaware of a product or service and will not follow up on a call to action. Whether or not consumers will convert from an email, which is often sent out for marketing purposes, to a phone call made by the sponsor.

Conclusion on Pros and Cons of Sponsorship

Sponsorship can be a good way to advertise, and it can also be great for the company's image. However, there is some risk involved with the sponsorship. There is always the possibility that one or both of the businesses will not succeed, resulting in a loss for both parties. Therefore, sponsorship should not be taken lightly and should only be done if you know that you will benefit from it somehow. It is better to go through the Pros and Cons of Sponsorship before investing in this marketing strategy and mitigating the risks beforehand.

Frequently Asked Questions

What are the disadvantages of sponsoring?

Consider that any individual/brand/event you sponsor will instantly be associated with you. There is no assurance of a positive return on investment, as with all marketing techniques.

What are the benefits of sponsorship?

There is a specific set of advantages to sponsorship. According to PricewaterhouseCoopers, 87% of companies that heavily invest in sponsorship see a positive increase in brand awareness. In addition, 52% of sports-related sponsorships are reported as directly increasing revenues.

What are the 4 types of sponsorship?

There are four types of sponsorship:
1. Direct financial sponsorship.
2. Indirect financial sponsorship.
3. Creative sponsorship
4. Informal sponsorship

How does sponsorship affect sport?

Sponsorship funding allows athletes to focus more on their sports and less on finding money to train and put on events, which relieves tension. Sponsorships between companies and teams/athletes are a win-win situation for both the brand and the athlete.

Is sponsorship a donation or advertising?

Sponsorships and charitable contributions can be in the form of money or goods and services. There is, however, a significant distinction between the two. Sponsorships are more of a marketing tool than an event or advertisement with the company's name on it to increase income. On the other hand, donations are entirely for charity, with no commercial aim in mind.