What Do You Think of Event Sponsorships?

{complink 577|Avnet Inc.} is the lead sponsor at the LPGA Classic tournament in Mobile, Alabama, this weekend. This is the first time we've been the name sponsor of a pro sporting event. I know one thing for sure — the lady golfers will give 110 percent.

We are excited to see some great golf while enhancing our brand with our customers, suppliers, employees, potential employees, and the community we serve. Sure, we will use this opportunity for hospitality, and will garner the image glow of the TV coverage, but we are very pleased to be donating so much of our TV buy to the Susan G. Komen Breast Cancer Foundation and the Wounded Warrior Project.

Our charitable efforts have really expanded since we started this vital journey. Normally, we stick to education and children's programs, but the LPGA is a great venue to venture out a bit with two great programs that deserve our support.

I'm looking forward to the response from our Americas marketing teams on the return on investment. I think it's cool. But do you? 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? (See: The Geek Generation Rocks on Avnet's Tech Games.)

Eddie Smith, Avnet's Americas president, please don't drop the trophy Sunday when giving it to the winner — make us proud. Check out the promo for the LPGA event here.

24 comments on “What Do You Think of Event Sponsorships?

  1. Himanshugupta
    April 28, 2011

    People recognize the companies more when companies are involved in the sports sponsership. On one hand such sponserships give some cheer marketing team on the other hand it can be a nightmare for finance as such sponserships are very expensive as a typical sport event only last few weeks. In my opinion company should support both social causes and sport events (even the non-flashy ones).

  2. Backorder
    April 28, 2011

    It depends entirely on the brand image. Personally, I dont see semiconductor companies and distributors as sporty brands. Hence, I would be a little surprised if I found them along titles for sports events. In any case, events sponsorship are mainly driven by which markets we are targeting. A sports goods manufacturer will have ROI from investing on a sporting sponsorship. Semicon companies will do better sponsoring engineering conclaves, semiconductor conferences, lighting trade fairs et al.

  3. Taimoor Zubar
    April 28, 2011

    In my college times, I used to be actively involved in organizing different events. These ranged from sports events to educational competitions and some times pure entertainment events such as concerts etc. For each event, we had to contact with the organizations to get sponsorships. The basic question every company asked us when we want to them was “what's in it for us?”. I think every company considers this before giving out the funds because no matter how big the company is, the funds are precious nevertheless.

    The best way to convince them was to show them the financial and non-financial benefits out of sponsorships. From what I feel, the audience definitely respects the sponsors if the event turns out to be good. The company or the brand comes under the good books in the minds of the consumers and they will surely have a preference for the brand once they go out to purchase stuff in the market.

    However, I also feel that there should be some relation between the audience and the organization sponsoring the event. This means that some portion of the target market of the company should be amongst the audience of the event. For instance, this golf event will definitely have members from the corporate sectors who would be decision makers in their organizations and are likely to be Avnet's target audience. In this case, Avnet can expect a positive outcome of sponsorship of the event.

  4. mario8a
    April 28, 2011


    Our company does a lot of sponsorship, and one thing we learned is if you advertise the City / company brand  will bring more benefits.

    Showing the community the company is greatful with the city will bring a better response on the sponsorship.

    my two cents.


  5. Nemos
    April 28, 2011

    I think our society today needs companies, which have Social Responsibility policies.

    Sponsorships tend to be between a company and  organizations for a big event. This fact makes the people to think that companies use the Sponsorships as an advertisement tool Furthermore,  they don't get an immediate benefit from this.

    I believe when companies spent time and money to help and to improve local societies then they get a “human” profile and people recognize their “work” .

  6. eemom
    April 28, 2011

    I think that companies that sponsor large events, although the spend a lot of money for the exposure, it is definitely worth it.  Brand names, whether we like it or not, matter to the public.  The more a company can donate, participate and be involved in the day to day activities of the outside world, the more gain they will get in brand recognition and ultimately in their bottom line. 

  7. Ms. Daisy
    April 28, 2011

    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!!

  8. Tim Votapka
    April 28, 2011

    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.

  9. SunitaT
    April 29, 2011

    “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.


  10. Jay_Bond
    April 29, 2011

    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.

  11. electronics862
    April 29, 2011

    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…

  12. Barbara Jorgensen
    April 29, 2011

    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.

  13. Backorder
    April 29, 2011

    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.

  14. Ashu001
    April 29, 2011


    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.



  15. Mr. Roques
    April 29, 2011

    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.

  16. Backorder
    April 30, 2011

    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.

  17. Himanshugupta
    April 30, 2011

    Rich, i think that you have a valid point. Why executives should benefit from something which is company's money. I have a suggestion to those executives. Rather than choosing themselves they can make a lucky draw out of all the employees to get a chance to rub their shoulders with the players. They can put a better face forward of the company.

  18. SP
    April 30, 2011

    Actually doing good and being in news for sponsoring an event are both required. So by sponsoring an event if you are able to project the ' doing good to community ' part …. I think raises the image of a sponsor in public eyes. And if a brand has already done some percentage of ' good stuff ' then it is all for good!

    And if somebody at any level in right means is benefiting from the doing good part …. that is also too good 🙂

  19. t.alex
    May 2, 2011

    This is the first time I have heard about such sponsorship. Can anyone justify the cost of this investment?

  20. Anna Young
    May 3, 2011

    It raises awareness when companies sponsor events. I think it's a good way of giving back for a good cause. It's beneficial for the company as well as the causes being sponsored.

  21. Adeniji Kayode
    May 3, 2011

    @ ANNA:

    I agree with you.

    Sponsorship is a good way of creating awarness about your exitence,what you do or sell and also a good way of making a contribution to the society.

    In other words, it promote the company sponsoring and reward the people or event sponsored.

  22. seel225
    May 3, 2011

    Sponsorship of events is the best marketing tool because it can be a means of accessing a wide range of auidences like decision makers in business, government entities, and of course customers. Whether it is a sport event sposorship or community service sponsorship it doesn't make difference, as long as sponsorships are strategic and well-conceived, they can boost both short-term and long-term sales.

  23. stochastic excursion
    May 3, 2011

    This is a win-win from many standpoints.  The financial crisis has impacted many, and with traditional goverment support eroding, the causes supported are facing especially challenging times.  The people at Avnet deserve their share of credit for their contributions.

  24. Tim Votapka
    June 28, 2011

    When you want to play in the big leagues, you have to think big. I used to do a lot of work with Canon U.S.A. Inc. a sponsor of several well known events and programs including what used to be called the Greater Hartford Open (or Canon GHO), part of the PGA tour. Another famous optics company, Olympus pitched its big tent at another PGA event on Long Island some years later. These companies, and others like them, gain an incredible amount of good PR and visibility that can't be underestimated. And if you get into a conversation with some of the VIPs who were at these events, they don't forget who's name was on the reception ticket. And when you're a member of one of the divisions of any of these companies, that's the impact you just can't get by leaving a brochure with a free cup cozy at reception.

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