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Zeitschriftenartikel zum Thema "Sports sponsorship Australia":
1
Jalleh, Geoffrey, Robert J. Donovan, Billie Giles-Corti und C. D'Arcy J. Holman. „Sponsorship: Impact on Brand Awareness and Brand Attitudes“. Social Marketing Quarterly 8, Nr. 1 (März 2002): 35–45. http://dx.doi.org/10.1080/15245000212545.
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Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied. These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns.
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Martino, Florentine, Alexandra Chung, Jane Potter, Tara Heneghan, Melanie Chisholm, Devorah Riesenberg, Adyya Gupta und Kathryn Backholer. „A state-wide audit of unhealthy sponsorship within junior sporting clubs in Victoria, Australia“. Public Health Nutrition 24, Nr. 12 (26.05.2021): 3797–804. http://dx.doi.org/10.1017/s1368980021002159.
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AbstractObjective:To systematically audit the extent of unhealthy sponsorship within junior community sporting clubs and ascertain whether differences exist across geographical areas and sport types.Design:Club sponsorship data were assessed to determine the extent of unhealthy food/beverage, alcohol and gambling sponsorship using a cross-sectional design. Differences across geographical areas were assessed using logistic regressions.Setting:A stratified random sampling procedure was used to select thirty communities across the state of Victoria, Australia. Within each community, local clubs across the top eight participating junior sports were selected for audit.Participants:Sponsorship data were collected from 191 club websites and Facebook pages in September–November 2019.Results:Unhealthy sponsorships represented 8·9 % of all identified sponsorship arrangements. A quarter of all clubs accepted alcohol (25·6 %) and unhealthy food sponsors (25·9 %), and one-fifth of all clubs accepted high-risk food (unhealthy brands with large market share) (18·1 %) and gambling sponsors (20·4 %). Acceptance of unhealthy sponsorship differed across sport types with football, netball, cricket and soccer clubs having the greatest numbers. Compared with metro areas, a significantly greater proportion of sporting clubs in regional areas were affiliated with unhealthy food (32·7 % v. 19·6 %) and high-risk food sponsors (26·9 % v. 9·8 %). A higher proportion of clubs in low socio-economic status (SES), compared with the high SES areas, were affiliated with alcohol (33·9 % v. 16·5 %) and gambling sponsors (27·4 % v. 12·6 %).Conclusion:Victorian children participating in community junior sports are being exposed to marketing of unhealthy brands and products. Public health intervention is necessary to protect children from this exposure.
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Caple, Helen, Kate Greenwood und Catharine Lumby. „What League? The Representation of Female Athletes in Australian Television Sports Coverage“. Media International Australia 140, Nr. 1 (August 2011): 137–46. http://dx.doi.org/10.1177/1329878x1114000117.
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This article explores why women's sport in Australia still struggles to attract sponsorship and mainstream media coverage despite evidence of high levels of participation and on-field successes. Data are drawn from the largest study of Australian print and television coverage of female athletes undertaken to date in Australia, as well as from a case study examining television coverage of the success of the Matildas, the Australian women's national football team, in winning the Asian Football Confederation (AFC) Women's Asian Cup in 2010. This win was not only the highest ever accolade for any Australian national football team (male or female), but also guaranteed the Matildas a place in the 2011 FIFA Women's World Cup in Germany [where they reached the quarter-finals]. Given the close association between success on the field, sponsorship and television exposure, this article focuses specifically on television reporting. We present evidence of the starkly disproportionate amounts of coverage across this section of the news media, and explore the circular link between media coverage, sponsorship and the profile of women's sport.
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Jones, Sandra C. „When does alcohol sponsorship of sport become sports sponsorship of alcohol? A case study of developments in sport in Australia“. International Journal of Sports Marketing and Sponsorship 11, Nr. 3 (April 2010): 67–78. http://dx.doi.org/10.1108/ijsms-11-03-2010-b007.
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Holman, C. D'Arcy J., Robert J. Donovan, Billie Corti und Geoffrey Jalleh. „The Myth of “Healthism” in Organized Sports: Implications for Health Promotion Sponsorship of Sports and the Arts“. American Journal of Health Promotion 11, Nr. 3 (Januar 1997): 169–76. http://dx.doi.org/10.4278/0890-1171-11.3.169.
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Purpose. The study examines the association of involvement in sports and arts with five health risk factors. The aims were to evaluate the argument that promotion of sports alone will achieve health objectives and to assess the suitability of sports and arts populations as targets for health promotion sponsorship. Design. Personal and telephone cross-sectional surveys were performed in Western Australia in 1992 ( N = 2629) and 1994 (N = 2031). Setting. Sports and arts venues in Western Australia. Subjects. Random samples of household respondents aged 16 to 69 years. Measures. Measures of association between risk factors and involvement in sports and the arts were adjusted for sex, age, residence, income, and other types of sports/arts involvement. Results. Spectators attending sports events, who were not members of organized sports clubs, were more likely to possess three or more risk factors than nonparticipants (OR = 1.43; 95% CI 1.20–1.70). They were more likely to report cigarette smoking, unsafe alcohol drinking, and poor sun protection practices. Sports club members had a similar profile of risk factors, except that their prevalence of smoking was reduced and they were much less likely to report inadequate physical exercise. The most elevated risk factor in sports populations was unsafe alcohol drinking (OR = 1.81 in club members, 1.88 in spectators, and 2.25 in spectators who were also members). Arts populations were less likely than average to report elevated risk factors, especially in the case of members of arts organizations who also attended arts events (for three or more risk factors, OR = 0.59; 95% CI .45–.75). However, the majority of arts respondents had at least two risk factors. Levels of inadequate exercise in arts populations were the same as those in sports populations. Conclusions. The promotion of sports alone is unlikely to achieve health objectives. Highest priority in the use of health promotion sponsorship funds should be given to the populations attending sports events and involved as members of sports clubs. Investment in arts sponsorship is warranted, but at a lower level than health sponsorship of sports.
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Carter, Mary-Ann, R. Edwards, L. Signal und J. Hoek. „Availability and marketing of food and beverages to children through sports settings: a systematic review“. Public Health Nutrition 15, Nr. 8 (29.11.2011): 1373–79. http://dx.doi.org/10.1017/s136898001100320x.
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AbstractObjectiveThe current systematic review aimed to identify and critically appraise research on food environments in sports settings, including research into the types of food and beverages available, the extent and impact of food and beverage sponsorship and marketing, and views about food environments among key stakeholders.DesignA systematic review. Fourteen English-language studies (two were papers describing different facets of the same study), published between 1985 and 2011, were identified from searches of electronic databases and bibliographies of primary studies.SettingMost studies originated from Australia (n 10), with the remaining studies originating in the UK (n 1), New Zealand (n 1), the USA (n 1) and Canada (n 1). Data were collected from observations in stadia, websites and televised sports events, through in-depth interviews, focus groups and surveys with sports club members, parents and quick serve restaurant managers.ResultsLiterature exploring food environments in sports settings was limited and had some important methodological limitations. No studies comprehensively described foods available at clubs or stadia, and only one explored the association between food and beverage sponsorship and club incomes. Club policies focused on the impact of health promotion funding rather than the impact of sponsorship or food availability in sports settings.ConclusionsFurther research, including comprehensive studies of the food environment in sports settings, is required to document the availability, sponsorship and marketing of food and beverages at national, regional and club levels and to estimate how sports settings may influence children's diets.
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Lobo, Antonio, Denny Meyer und Yayoi Chester. „Evaluating consumer response associated with sponsorship of major sporting events in Australia“. Sport, Business and Management: An International Journal 4, Nr. 1 (04.03.2014): 52–70. http://dx.doi.org/10.1108/sbm-05-2011-0043.
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Purpose – The purpose of this paper is to investigate the key determinants of positive consumer behaviour associated with sports sponsorship. Using the consumer decision-making process and classical conditioning principles as an underpinning framework, it examines consumer perceptions of a sponsor, sponsored property and sponsorship activity relative to their intention of purchasing a sponsor's product or service. The purchase intention of consumers is analysed as an outcome of five significant constructs: event factors, sponsor factors, sponsorship factors, a pre-purchase response and the transfer of image values. Design/methodology/approach – Data were collected from approximately 700 respondents using a validated survey instrument. Factor analysis and confirmatory factor analysis were used to analyse survey data. The conceptual model and hypotheses were tested using structural equation modelling. Findings – The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting a consumer's intention to purchase. Research limitations/implications – Both sponsors and sponsored properties must invest resources towards market research to facilitate the development and adherence of appropriate fit and congruence objectives. Most importantly, a holistic, consumer-centric approach to sponsorship examination offers marketers a guide to effective sponsorship planning and execution and a sound return for their investment. Originality/value – Despite its potential importance hardly any research has previously been conducted in relation to the return on investment associated with sponsorship of major sporting events in Australia.
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Vance, Lenny, Maria M. Raciti und Meredith Lawley. „Beyond brand exposure: measuring the sponsorship halo effect“. Measuring Business Excellence 20, Nr. 3 (15.08.2016): 1–14. http://dx.doi.org/10.1108/mbe-07-2015-0037.
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Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.
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Kelly, Sarah Jane, Michael Ireland, Frank Alpert und John Mangan. „The Impact of Alcohol Sponsorship in Sport Upon University Sportspeople“. Journal of Sport Management 28, Nr. 4 (Juli 2014): 418–32. http://dx.doi.org/10.1123/jsm.2013-0078.
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An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports;N= 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specific sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate.
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Ireland, Robin, Stephanie Chambers und Christopher Bunn. „Exploring the relationship between Big Food corporations and professional sports clubs: a scoping review“. Public Health Nutrition 22, Nr. 10 (02.04.2019): 1888–97. http://dx.doi.org/10.1017/s1368980019000545.
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AbstractObjectiveProfessional sport occupies a prominent cultural position in societies across the globe and commercial organisations make use of this to promote their products. The present scoping review explores existing academic literature on the relationship between professional sports clubs and food and drink marketing and considers how this relationship may impact upon the public’s health.DesignThe scoping review searched six databases. Experts were also consulted. Records written in languages other than English were excluded. We also excluded records relating to mega events (e.g. Olympics, Football World Cup) and alcohol marketing, because of the attention already given to these.SettingProfessional sports clubs.ResultsWe identified 18 166 titles, reviewed 163 abstracts and read twenty-six full texts. We included six papers in the review. Four were from Australia and New Zealand. The Australasian literature focused largely on the marketing of foods and beverages to children and the potential impact on consumption. Single papers from researchers in Turkey and the USA were identified. The Turkish paper analysed shirt sponsorship in football leagues internationally and showed food and beverage (including alcohol) companies were the most common sponsors. The US paper examined a mixed reaction to a football team named after an energy drink.ConclusionsCommercial relationships between professional sports clubs and Big Food corporations have largely eluded scrutiny in much of the world. The current review highlights the lack of public health research on these relationships. Research exploring the interdependent commercial practices of food and drink companies and professional sports clubs is urgently needed.
Dissertationen zum Thema "Sports sponsorship Australia":
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Farrelly, Francis John. „A predictive model of sport sponsorship renewal in Australia“. Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.
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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.
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Chester, Yayoi. „A model of consumer buyer behaviour relating to the sponsorship of major sporting events in Australia“. Swinburne Research Bank, 2007. http://hdl.handle.net/1959.3/35001.
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The level of sports sponsorship in Australia since 1990 has been equally remarkable.
According to Sydney-based research organisation Sponsorship Market Group, total
sponsorship was about $160 million in 1990. The figure for 1994 was expected to
reach $510 million, with $650 million forecast for 1995. Broadcast sponsorship and
back-up promotions will push the figure over $1 billion in 1995 (Richardson, 1994).
With continued growth expected in sponsorship and sports marketing well into the
next century, the search for the most effective sponsorship investment could almost be
classified as an Olympic event itself.
The increasing role sponsorship plays in the marketing mix of many companies, from
multinationals to small businesses, makes it necessary to research the factors which
make up an effective sponsorship and how those factors can be put into effect for the
benefit of both the business and the sport or event being sponsored.
This report analysed the literature on sports sponsorship to provide a theoretical
approach to the most effective sponsorship process. From why companies sponsor
sporting events, how they select which events to sponsor, how the sponsorship is
managed, sponsorship evaluation to why some sponsorships fail, the report provides an
overall review of the sports sponsorship business.
The sponsorship roles and procedures of nineteen companies are discussed and
compared with a theoretical framework of sports sponsorship. Nine of these
companies are involved in sponsorship of sporting events and teams. Five companies
are among properties which attract such sponsorship, while the other five companies
are involved in sponsorship research, evaluation and development.
The report identifies the most effective method of sponsorship in theory, and discusses
how it relates in practice to the real world.
Bücher zum Thema "Sports sponsorship Australia":
1
Shilbury, David. Sport management in Australia: An organizational overview. 2. Aufl. Victoria: Strategic Sport Management, 2001.
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Buchteile zum Thema "Sports sponsorship Australia":
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Polonsky, Michael Jay, Marianne Casey, Sharon Murphy, Kylie Portelli, Yvette Van Velzen und Dennis Sandler. „An Exploratory Investigation of Sport Sponsorship by Small Business in Australia“. In Proceedings of the 1995 World Marketing Congress, 529. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17311-5_73.
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Corti, Billie, C. D’Arcy, J. Holman, Robert J. Donovan, Shirley K. Frizzell und Addy M. Carroll. „Using sponsorship to create healthy environments for sport, racing and arts venues in Western Australia“. In Debates and Dilemmas in Promoting Health, 271–83. London: Macmillan Education UK, 1997. http://dx.doi.org/10.1007/978-1-349-25349-4_30.
