Definition
A sponsor is a company that pays a property or entity for the right to promote itself and its goods or services in association with the property/entity. [1]
Sponsorship refers to a cash or in-kind fee paid by a sponsor to a property or entity (e.g. a sports, entertainment, or non-profit event or organization) in return for access to the leverageable marketing resources associated with that property/entity. [2]
Ambush marketing is a promotional strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is a sponsor. Often employed by the competitors of a property’s official sponsors. [2]
Arts marketing refers to a promotional strategy linking a company to the visual or performing arts. (i.e. sponsorship of a symphony concert series, museum exhibit, etc.)
Sponsorship fit is the compilation of consumers’ subjective assessments of how well a sponsor and the sponsored property/entity (e.g. sports, entertainment or non-profit event or organization) match or fit together. [3]
See Also
eSports marketing
Endorsement
Influencer marketing
MASB Sponsorship Accountability Series (Pace, Ebben, Christensen 2019-20)
References
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project Team, 2018.
- Adapted from Fit & Authenticity in Sponsorship and other Horizontal Marketing Partnerships; T. Bettina Cornwell, University of Oregon. MSI Lunch Lecture, August 1, 2019.