WHAT SPONSORSHIP ACCOMPLISHES BETTER THAN ADVERTISING

What sponsorship generally accomplishes better than advertising is establishing qualitative attributes, such as consumers' image of brand, increasing favorability ratings and generating awareness. Corporate image, propensity to purchase and brand awareness are all demonstrably enhanced through sponsorship. Attributes where sponsorhip's efficiency over advertising have been demonstrated include sponsorship's ability to build:

Credibility
Sponsors typically receive official product designation and rights to use the sponsee's marks and logos on packaging and in other forms of advertising, etc. Because the official sponsor credential is so strongly linked to the brand's positioning, the message works in the consumers' mind and builds loyalty with a targeted demographic audience.

Differentation
Unlike measured-media channels, most sponsorship properties offer companies category exclusivity. This means that not only is there no commercial din from competitors' undermining messages, but the sponsorship tie becomes a unique selling point not available to the sponsor's competition.

Imagery
By simply stating that it is an 'Official Sponsor,' the sponsoring brand can be linked immediately to a known set of image qualities. The Head Of The Charles Regatta, for instance, evokes images associated with fitness and health, durability, world-class performance, teamwork, etc., attributes the audience is prone to engage in what is known as 'transference of qualities' with the sponsors' product.

Community Goodwill
Sponsorship of local sport events, schools and children's hospitals, etc., all deliver "share the heart" and touches the local audience in a positive fashion. The Head Of The Charles is a 501-3-C, non-profit organization which provides strong economic stimulation to the Cambridge/Boston area.

Lifestyle Relevance
By being where their customers are, companies can speak to their audience rather than at them. "Coca-Cola is the world's most recognizable trademark," said Drew Sheinman at IEG's 1993 Event Marketing Seminar. "However, if you did a survey on the streets of Chicago and asked people what was more important to them, Coca-Cola or the Chicago Bulls, nine out of ten would probably pick the Bulls. We accept that and try to borrow on that equity by becoming their sponsor."

Prestige
Only a handful of companies can afford to advertise on the most prestigious media broadcasts. But with sponsorship, even a mega-event like the Super Bowl is affordable to the smaller and local brands. That's because companies with smaller budgets can sponsor subordinate or satellite events within a major one. The Head Of The Charles, for instance, offers companies the opportunity to leverage their sponsorship in creative ways through participation at ancillary events during the weekend.

Internal Morale
Unlike an ad buy, employees can be directly involved with a company's sponsorships, e.g., acting as volunteers at the event or receiving special benefits such as invitations to a corporate hospitality tent.

WHAT SPONSORSHIP OFFERS THAT ADVERTISEMENT DOES NOT

In addition to qualitative attributes, such as those described in the previous section, sponsorship offer quantitative benefits not available through advertising. These include:

Live Audience
Sponsorship provides built-in opportunities for: