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Effect of Image Transmission in Sports Sponsorship in Chile

Effect of Image Transmission in Sports Sponsorship in Chile

Daniela Cecilia Hidalgo Carbone (Universidad de Concepción, Chile), Leandro Rodrigo Poblete Gutierrez (Universidad de Concepción, Chile), José Luis Vasquez Cerda (Universidad de Concepción, Chile), and Steve Baeza (Universidad Católica de la Santísima Concepción, Chile)
Copyright: © 2014 |Pages: 19
DOI: 10.4018/978-1-4666-5994-0.ch014
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Abstract

This chapter firstly aims to introduce the notion of sports sponsorship and the effect it has on the commercialization of products and services with society and, more importantly, its use by companies to project a positive image associated with their brand and objectives. Secondly, the chapter explains the various measurement and evaluation tools available for efficacy transmission of image in sponsorship. It provides a process model for the implementation of the sport sponsorship model based on Irwin and Asimakopoulos (1992) and later adapted by Karg (2007). Finally, the chapter compares sports sponsorship investment in Chile with more advanced countries such as Spain and the United States and how companies allocate funding towards sports with the aim of increasing their brand in associated markets.
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Introduction

The interpretation and definition of sports marketing can be quite complex, Author of Sports marketingSmith (2012) referred to the commercialization of sports as, ¨the application of concepts of marketing for products and sports services¨, and ¨the commercialization of non sports products and their association with sports.¨ Therefore it can be stated that the notion of sport marketing has two fundamental characteristics, Firstly the application is of practices of marketing in general related to the products with sports and services. Secondly, the commercialization of consumer and industrials product services through sports”.

Chao (2011) states that sponsorship, a promotional tool, plays an essential role in the commercialization of products and services.

Crompton (2004), states that the evaluation of the efficacy of sponsorship has two purposes firstly, a measurement of the value that sponsorship provides, and secondly one, it is that the evaluation of the investigation that the manager of sports with the information sales that can be utilized represents the sponsoring potential.

According to, Meenaghan (2001) the principal reason for the investment in sponsorship is to obtain consumers response; therefore, the measurement of the effects of sponsorship is a theme that is in need of investigation.

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Background

Sponsorship

Sponsorship is known as a cost-reducing support mechanism delivered by a company or entity, an artist or sportsman, in exchange for publicity. The term has had prosperity for many years, and this is due to the profitability that has granted companies to utilize this marketing tool (Muñiz, 2009).

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