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1、Athlete Sponsorship,Sport sponsorship and advertisement,Athlete Sponsorship,Outline Ambush market Introduction and History Practice and Theory Control Issues Managing athlete sponsorship Trends,Ambush Market,Forms of ambush market ground signpost broadcast advertisement team sponsor player sponsor O
2、fficial Sponsor ？fans,Introduction,The use of sport celebrities to endorse both sport and non-sport products is firmly embedded as an international business practice. The bottom line has become “How can this athlete help me sell more (beer, shoes, balls, or whatever)?” Some successful sport endorser
3、s Michael Jordan Tiger Woods Maria Sharapova Michael Schumacher David Beckham Yao Ming,History,Michael Jordan, - was KING of endorsements ($47 million per yr) His last Nike deal was $12.5 million per year + 10 for every pair of Air Jordan and Air Flight shoes sold and 5 per pair on other models. Pri
4、or to Jordan, Nike did not produce ANY basketball shoes. Nike went from 0% to 70% of the market in 8 years.,History,Tiger Woods is the new KING. $100 m Nike $40 m Buick, Tag Heuer American Express Is he worth it?,Athlete Sponsorship,Former Manchester United player David Beckham sold 50,000 phones in
5、 the first 3 weeks of his Vodaphone endorsement. Current salary and endorsements are USD $ 27.1 million.,Athlete Sponsorship,Fernando Alonso Auto Racing $35,000,000 Ronaldinho Soccer $32,700,000 Roger Federer Tennis $31,343,885 Ichiro Suzuki Baseball $24,000,000,Athlete Sponsorship,Before you watch
6、the video, guess: Who are top soccer stars earning most from advertisement and endorsement in 2005? How much do they earn from the business contract? What are main types of business engaged in player advertisement?,十大广告收入明星.mpg,Athlete Sponsorship,Athlete Sponsorship,Advantages Credibility (信任感) 信任感
7、来自于：消费者对高水平运动员专业化程度的信任（expertise）以及对运动员本身人格魅力的信任(trustworthy)两个方面； Attractiveness (吸引力)： 吸引力来自于：消费者意识里运动员与自己在某些特质上的相似之处（similarity）以及目标受众对运动员本身的崇拜（likeability）。,Athlete Sponsorship,Liu Xiang: Mens 110m hurdles Olympic Champion the most exciting moment in 2004 Liu Xiang fever since Athens Olympic Gam
8、es Sponsorship contract with Nike and Coca cola etc. The second biggest sport star in China Income: RMB 58 million,Yao Min: super star in Houston Rockets the most successful Chinese players in international professional sports 200 million tv viewers watching the Play-0ffs in 2005 Professional YAO Te
9、am consist of professors, accountants, lawyers, marketing and supporting staff Sponsorship contract with Reebok, Macdonald, Apple and etc. The biggest sport celebrity in China Income: RMB 200 million,Stotlars Criteria-Based Model,Category 1 Recognition of the Athlete Category 2 Target Market Trust o
10、f the Athlete Category 3 Athlete Image Match and Integration Category 4 Sport Image Match and Integration Category 5 Frequency and Magnitude of Events Category 6 Availability of the Athlete Category 7 Athletes Endorsement Experience Category 8 Athletes Agent or Manager Category 9 Existing & Proposed
11、 Sponsors Category 10 Potential for Negative Publicity Category 11 Media Profile Category 12 Hospitality Benefits Category 13 Proposal Quality Category 14 Proposed Budget and Value,Athlete Management,Theory Base Brooks & Harris (1998) Four classifications of endorsement (a) 直白型 (I endorse this produ
12、ct), (b) 间接型 (I use this product), (c) 指导型 (You should use this product) (d) 隐含型 (the athlete merely appears with the product)”,Athlete Management,2006 Law suit against NIKE claimed that Tiger did not use the ball in the ad and that the ball he uses is not available to the public. Titleist claimed t
13、hat the tour players use the same balls that were available to the public. The result of the lawsuit was that Tiger never said “I use this ball” (the implicit mode).,Control Issues,IOC, USOC, NFL, MLB, NHL and NBA have all imposed rules regarding the size of corporate logos. Skiers at the end of the
14、 race and on the victory stand (latest product, not THEIR skis),Control Issues,Beijing 2008 Regulations One Identification of the Manufacturer per item will be permitted, with a maximum size of 6 cm2.,Other Control Issues,Yao Ming sued Coke because it used his image (i.e from a deal with Chinese Nat
15、ional Basketball Team) in ads in the USA. Settled out of court. US Open (tennis), Venus Williams was fined $100 by the WTA for refusing to wear the WTA Tour patch on her clothing. Williams cited her Reebok contract language which “prohibited any other logo” on her dress. Reebok stayed out of the iss
16、ue and said Venus could do what ever she wanted. Title sponsors of PGA Tour could use the players image in ONE advertisement. Mercedes was a big tour sponsor and could use Tiger in a Mercedes ad. Buick was not happy.,Other Control Issues,Formula 1 race car drivers own the rights to the helmet, whereas the team owner has the rights to signage on the car. These drivers can make $200,000 from their helmet sponsorships. Retired Ferrari driver and 7 times world ch
