Events Objectives

1. To identify with a particular target market or lifestyle—

Customers can be targeted geographically, demographically,

psychographically, or behaviorally according to events. Old

Spice sponsors college sports and motor sports—including a

10-year deal with driver Tony Stewart’s entries in the Nextel

Cup and Busch Series—to highlight product relevance and

sample among its target audience of 16- to 24-year-old males.75

2. To increase salience of company or product name—Sponsorship

often offers sustained exposure to a brand, a necessary condition

to reinforce brand salience. Top-of-mind awareness for World

Cup soccer sponsors such as Emirates, Hyundai, Kia, and Sony

benefited from the repeated brand and ad exposure over the one

month–long tournament.

3. To create or reinforce perceptions of key brand image associations—Events themselves have

associations that help to create or reinforce brand associations.76 To toughen its image and appeal

to America’s heartland, Toyota Tundra elected to sponsor B.A.S.S. fishing tournaments

and a Brooks & Dunn country music tour.

4. To enhance corporate image—Sponsorship can improve perceptions that the company is likable

and prestigious. Although Visa views its long-standing Olympic sponsorship as a means

of enhancing international brand awareness and increasing usage and volume, it also engenders

patriotic goodwill and taps into the emotional Olympic spirit.77

5. To create experiences and evoke feelings—The feelings engendered by an exciting or rewarding

event may indirectly link to the brand. Audi models featured prominently in the 2010

blockbuster Iron Man 2, including main character Tony Stark’s personal R8 Spyder, the A8, Q5

and Q7 SUVs, and A3 hatchback. Backed by a month-long marketing blitz, surveys revealed

that positive word of mouth doubled for the brand.78

6. To express commitment to the community or on social issues—Cause-related marketing

sponsors nonprofit organizations and charities. Firms such as Timberland, Stonyfield Farms,

Home Depot, Starbucks, American Express, and Tom’s of Maine have made cause-related

marketing an important cornerstone of their marketing programs.

7. To entertain key clients or reward key employees—Many events include lavish hospitality tents

and other special services or activities only for sponsors and their guests. These perks engender

goodwill and establish valuable business contacts. From an employee perspective, events can

also build participation and morale or serve as an incentive. BB&T Corp., a major banking and

financial services player in the South and Southeast United States, used its NASCAR Busch

Series sponsorship to entertain business customers and its minor league baseball sponsorship

to generate excitement among employees.79

8. To permit merchandising or promotional opportunities—Many marketers tie contests or

sweepstakes, in-store merchandising, direct response, or other marketing activities with an

event. Ford, Coca-Cola, and AT&T Mobility have all used their sponsorship of the hit TV show

American Idol in this way.