Maybe Avnet had some research going behind the constitution of the particular golfing community. Big white goods presidents, telecom head honchos, semicon leaders... golf enthusiasts? Very likely.
From your article I see two types of sponsorships... one is the LPGA type, big names, lots of banners, etc but nothing to do with the core business. And then there's the Avnet's Tech Games which in a way is trying to promote ideas that have something to do with the core business.
In a sense, I respect more the later - that's a real investment. But in a World that has so much exposure and knowing that the brand exists and is active is so important, the traditional type of sponsorship is also important.
The difference is that it tackles a different type of audience that might not be interested in the tech games to begin with.
When companies do advertise through Sporting Sponsorships it just makes them more and more famous/catchy for consumers.
I am sure that Avnet's sponsorship will lead to greater visibility for the core brand-the only issue is whether you are targetting the right segment of Users through this Golfing sponsorship-But then I am sure you already know the answer to that question.
Correctly said, the link between the audience and the sponsoring company is very essential. Choosing the correct event to sponsor and spend your marketing bucks can help the sales immensely.
I think sponsorships are a great way to give back to events, causes, customers and suppliers. In the case of golf tournaments, I know companies invite suppliers, customers and employees to enjoy a day on the course and some great competition. It raises visibility of the company and is a way of saying thanks to valued partners.
Sponsorship of events in particular can be especially effective as a marketing tool because it can be a means of accessing a wide range of audiences such as decision makers in business, government entities, and of course customers...
Sporting events are huge throughout the world. I am a huge sports fan and attend as many games throughout the year of my teams in a variety of sports. When I'm not busy, I enjoy watching these games on the T.V. Sponsors are a sports mainstay. I am all for sponsors promoting events and teams. They usually do this in a classy manner and many put any earnings towards charities or funds. This shows me these companies want to be involved in the communities where they are located. As long as any ads or sponsored events aren't trashy, I'm all for it.
"When companies sponsor events, do you become more aware of them? Do you respect the fact they are making that investment? Or, do you prefer that we do good things in the community?"
Al Maag,
I feel sponsoring the events definitely helps the companies to build a stronger Brand image. But I feel it would be more appropriate if they spend part of the amount on sponsoring and part of the amount in doing good things in the community rather than fully investing on building brand image.
Sports is a draw; no doubt. For several years I did creative marketing communications work for Canon U.S.A., Inc., a former title sponsor of the Greater Hartford Open golf tournament in Hartford, CT. This event was typically referred to as "The Canon GHO." That's good branding when you hear it roll off the tongues of people who don't even follow golf that much. But Canon was smart. It kept its sponsorships broad to remain visible to a wide audience. Nature on PBS, The Nature Conservancy, The Metropolitan Museum of Art, the American Cancer Society...point being look at the strategy too. Just saying.
Is this a quid pro quo relationship? The companies donate to the community and the reciprocity of the people to the sponsorship of events will be to buy products. I question the social responsibilty? But it comes with the territory!!
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Join EBN contributor Jennifer Baljko on Thursday August 23, 2012, at 11:00 a.m. EST for a live chat on how electronic manufacturers in Thailand have shored up their supply chain to reduce the impact of future natural disasters.
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You've heard the saying "the No. 1 supply chain risk is your people." That hasn't always been the case. But today's complex global supply chain requires a new type of multitalented employee. It's one who understands, finance, marketing, economics, is savvy with technology, graceful with relationships and can think analytically.
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