Alcohol Sponsorship in Sports - Annotated Bibliography Example

Currently, sponsorship has significantly gained an increasing importance in marketing communications. Around two thirds of all sponsorship in the world constitutes sports sponsorship (Crompton, 2004). Firms usually choose to have mutual relationship with sporting entity because of the prominence of sports within the community as well as the positive attitudes that are related to the organization. Thus, sports carry very strong images, appeals to all classes and have a mass of international audience (Turner, 2007). Tools for sponsorship agreements are utilized widely in the marketing communications mix. Such tools are usually employed because of their cost effectiveness and the ability to communicate with target market (Levin et al. 2001). Alcohol sponsorship in sports has been very significant where many perceive sports and alcohol as two symbols of their culture. There are complex relationships between alcohol and sports and they exist in various levels as well as varying degrees of formality. Such formal relationships include various forms of sponsorship arrangement in international, regional or club levels or even with individual players, and sports clubs. In directly, gamming societies usually provide funding which are derived from gaming machines located at clubs and pubs, thus, linking with alcohol industry (Mosher, 2004). At social and cultural level, alcohol is being closely related with sports in various countries such as New Zealand at different levels. At a level of participation, a celebratory drink is regarded as a part of social element after the match that exists in various sports. At the level of entertainment, drinking beer while watching a game with or without mates at home, or in a stadium is seen as part of entertainment experience. Generally, in social terms, many people like taking a few drinks as they socialize with their friends. Thus, a great number of people are usually not involved in sports in order to get fit, but they choose a sport because it is a form of social experience that is inherently linked to some social activity, and in turn, it has some link to alcohol. At higher levels such as international football games or rugby, sport serves as a form of entertainment industry. As an entertainment industry taking alcohol becomes a part of experience that contributes to enjoyment and relaxation (PS Services, 2010). However, there are issues in ethicality of alcohol sponsorship of sports where it may facilitate use of marketing as a vehicle for promoting messages that vulnerable society is not able to disseminate. There have also been voices raised to the socially irresponsible behaviors in regard to alcohol sponsorship of sports (Mosher, 2004). Other researchers such as Davies (2009) do not associate presence of alcohol sponsorship in sports with irresponsible behaviors such as drunkenness, but states that people with sporting interests are more influenced towards drunkenness by sporting culture rather than sponsorship of alcohol. Others states that alcohol sponsorship in sports results into a wide advertising of alcohol to the people who also continue to increase their drinking. On the side of sponsors, the agreement provides a greater opportunity for building of the alcohol brand through signage, sports grounds, sports commentaries and products that are retailed to the fans (Mongan, 2010). This essay involves a review and assessment of articles on alcohol sponsorship in sports. The articles on alcohol sponsorship of sports that have been reviewed include Carlsberg, Guinness and Heineken. Love, T. (2011, August, 12). Carlsberg becomes Arsenal’s official beer. Accessed on 11 September, 2012 from: http://www.sportspromedia.com/news/arsenals_asian_tour_success_sees_the_club_toast_new_three-year_contract/ This article involves a multi- year sponsorship agreement between Arsenal and a Danish brewer Carlsberg. In this agreement, Carlsberg serves as the club’s official beer partner for the club’s next three seasons which the range of beer owned by Carlsberg and other products will be marketed exclusively to the fans in the 60,000 capacity Emirates Stadium. As part of the sponsorship agreement, Carlsberg which becomes a partner of Arsenal will have the exclusive rights to promote the relationship to all fans of soccer throughout the world. In addition, Carlsberg as a sponsor takes an opportunity of engaging Arsenal fans in the Asian region where there is an already large and rapidly growing fan base after a successful pre-season trip of the club to China and Malaysia. On the other hand, the fans of Arsenal club will be interested in using Carlsberg brand in order to be identified with the club. In addition, the promotion of the brand will also attract other people who will prefer the brand as a way of entertainment as they watch the game. This will also market the brand as well as the club internationally where the club will get more supporters. The brand on other side will be able to promote itself in the targeted market (Love, 2011). From the sponsorship agreement between Arsenal and Carlsberg, there are various benefits that are associated with the agreement. The sponsor will have an increase in sale of its brand locally and international due to its popularity in connection to the fans of the club as well as those who take the brand as a type of entertainment. By having the privilege of marketing its products in such a large capacity stadium, the brand is promoted not just in the stadium but all over the world to the viewers of the game. In addition, the company is getting some income by making a large number of sales of other products such as T-shirts among others that bear the name of the brand. All these will lead to increase in the number of users of the products from the Carlsberg brand to achieve the main goal of the sponsor for making more profit. On the other hand, the club also gains in different ways. First, it is able to identify itself in different regions and internationally by using the brand. Secondly, there will be more fans of the club who use the brand to entertain themselves while watching the game. Finally, given that the two are in an agreement, the club does not have the burden of promoting itself to more fans globally since the sponsor is doing it. Cutler, M. (2010, august, 13). Diageo-owned beer brand Guinness is unveiling a £3 million advertising drive to encourage sports fans into pubs this autumn to watch rugby and football. Accessed on 11 September, 2012 from: http://www.sportbusiness.com/news/180565/guinness-spends-3m-on-autumn-sport-in-pubs In this article alcohol sponsorship in sports is applied in a different way. Guinness uses the brand name to encourage the fans to watch various sports. Guinness is using posters and TV ads as well as sponsorship of a 3D channel in order to advertise the brand and encourage the fans for various sports to experience sports in 3D. In this way, the brand is enjoying its highest share as it helps the pub-goers to enjoy their time. With a long association with sport, Guinness is making sport watching sport in the pub with the brand a great experience that every fan would like to have. In addition, the brand is providing 11, 000 pubs football and rugby themed kits such as football, rugby, and golf fixtures list as well as drip mats and posters in order to promote the brand (Cutler, 2010). Furthermore, Guinness employs different ways of advertising its brand in different sports. For instance, it uses Guinness Football Ambassador in order to attract fans where they feel as sports celebrities as they consume the brand. For instance, it signed a Chelsea Ghanaian footballer Michael Essien who is a key player in the club in order to advertise the brand to more football fans. Others sponsorship by Guinness include using the brand as an official beer in 2008 Africa Cup of Nations in order to bring its Africa fans an enriched experience of feeling greatness. It has also been a sponsor of TV broadcasts of the matches of English Premiership. In addition, it brings highlights and previews of leading players in the English premiership. The brand continues with various event as well as sponsorship for Guinness football greatness. Such events include competitions for winning tickets to watch different sport in different regions (Ghanaian chronicle, 2007). Based on its unique sponsorship in different sports s well as different clubs, Guinness uses the brand to increase the number of users while they watch sports. Its idea of using personalities such as Guinness football ambassador makes the fans of the sport to use the brand with a perception that they will be strong or high achievers like the brand ambassador. Its support for all sports attracts different fans for different sports to use the brand as an enjoyment while they are entertained by sports. On the other hand, the clubs also gain from the sponsorship and the events of the company. For instance, use of a football ambassador as a key player in a club such as Michael Essein in Chelsea increases the fans of the club. Sponsoring events such as English Premier League increases the number of supporters for such as league which means more income. Obi, D. (2012, February, 21). Heineken deepens brand with UEFA sponsorship. Accessed on 11 September, 2012 from: http://www.businessdayonline.com/NG/index.php/advertising/33376-heineken-deepens-brand-with-uefa-sponsorship The article involves Heineken international as a sponsor of UEFA Champions League. Heineken is extending its contract until the end of 2014/15 season. As a brand, Heineken is aimed at building strong as well as a positive value perception of their brand in the customer. UEFA Champions league is such as unique event which is watched international by a large number of soccer fans. This gives Heineken international value as they aim at maximizing their products and explore the customer potential. Such a partnership is an essential component in the sponsorship strategy of Heineken in global sports. Such as sporting event is most prestigious in the world for soccer lovers and a lot of fans will feel perfectly associated with the brand. The move by Heineken international for entering in this partnership will deepen the loyalty of the brand as well as increase the number of users of the brand (Obi, 2012). In addition, Heineken is also being involved in various activities in order to promote the brand. Such activities include Heineken Champions Planet that has been incorporated in the interactive digital game, Star-Player for the brand. The Star-Player provides the users an opportunity to enhance their experience in viewing by trying to anticipate about the results of the next game in order to score some points. Heineken will also be conducting various leagues all through the season while providing exclusive prizes to the winning players. During the match nights, celebrities in football usually visit the Heineken Champions Planet where they share their views and stories with the audience, comment on developments as well as engaging with visitors. This will serve as a way of maintaining loyalty as well as increasing the users of the brand. Finally, other events that Heineken international is involved include providing paid trips to lucky winners to watch matches of UEFA Champions League (Obi, 2012). Based on sponsorship of Heineken international in UEFA Championship League, Heineken has the following benefits; it is able to retain the loyalty of the brand since such a global league attracts many fans, it increases the number of users of the products who are attracted to the brand as an entertainment and enjoyment as they watch various matches and finally, it achieves its goal of increasing its market share as well as its profitability. On the other hand, with an increase of fans in the league, the Championship gets more supporters, becomes globally competitive and finally, the league gets more support financially. However, under all circumstances, agreements in alcohol sponsorship in sports must consider ethical issues in order to maintain the relevance of the sports in the community. This means that there are regulations that ensure that sale of the brands is prohibited to underage and does lead to interference in the way of living such as religion. Other issues include ensuring that there are regulations to prevent irresponsible behaviors associated with drunkenness. The challenge is that there are huge social, health and economic benefits associated with alcohol sponsorship in sports while also there are also ethical issues that need to be considered (McDaniel & Heald, 2000). Conclusion Alcohol sponsorship in sports has been very significant in the contemporary world where a lot of people perceive sports and alcohol as two symbols of their culture. At social and cultural level, alcohol is being closely related with sports in various countries. There are complex relationships between alcohol and sports where they exist in various levels as well as varying degrees of formality such as sponsorship arrangement in international, regional or club levels or even with individual players. From the review of the three articles, the benefits associated with the sponsors include building of a strong and positive value of their brand in the customers, maximizing the brand, exploring the potential of customers, and maintaining the brand loyalty as well as increasing sales and profits. On the other hand, the clubs benefits through an increase in the number of supporters as well as increased income as a result of large fan-base. There are huge social, health and economic benefits associated with alcohol sponsorship in sports. However, there are also issues associated with alcohol sponsorship especially ethical issues. Such issues include irresponsible behaviors as a result of drunkenness as well as sale of the brands to underage. This means that the sponsorship agreements must consider regulations that will avoid ethical issues as a result of sponsorship. References Crompton, J, (2004). Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport, Leisure Studies, 23(3), 267-281 Cutler, M. (2010, august, 13). Diageo-owned beer brand Guinness is unveiling a £3 million advertising drive to encourage sports fans into pubs this autumn to watch rugby and football, accessed on 11 September, 2012 from: http://www.sportbusiness.com/news/180565/guinness-spends-3m-on-autumn-sport-in-pubs Davies, F. (2009). An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking, International Journal of Sports Marketing and Sponsorship, (11)1, 25-45 Ghanaian chronicle (2007, September, 7). Guinness launches football greatness…For Soccer lovers. Accessed on 11 September, 2012 from: http://www.modernghana.com/news/142680/1/guinness-launches-football-greatnessfor-soccer-lov.html Levin, A., Joiner, C., Cameron, G. (2001). The impact of sport sponsorship on consumers, brand attitudes and recall: the case of NASCAR Fans, Journal of Current Issues and research in advertising, 23(2), 23-31 Love, T. (2011, August, 12). Carlsberg becomes Arsenal’s official beer. Accessed on 11 September, 2012 from: http://www.sportspromedia.com/news/arsenals_asian_tour_success_sees_the_club_toast_new_three-year_contract/ McDaniel, S. & Heald, G. (2000). Young consumers: responses to event sponsorship advertisements of unhealthy products: implications of schema affect theory, Sport Management Review, 3, 163-184 Mongan, D. (2010). Sponsorship of sports events by the alcohol industry, Drugnet Ireland, Issue 35, Autumn 2010, p. 12. Mosher, J, (2004). Alcohol and public health: an urgent call for action, American Journal of Public health, 84, 180-181. OBI, D. (2012, February, 21). Heineken deepens brand with UEFA sponsorship. Accessed on 11 September, 2012 from: http://www.businessdayonline.com/NG/index.php/advertising/33376-heineken-deepens-brand-with-uefa-sponsorship PS... Services (2010). Alcohol and Sport: What is the nature of the relationship and is there a problem? Scholarly Publishing and Academic Resources Coalition (SPARC), 1-39. Turner, K. (2007). Alcohol and sport sponsorship: the effect of involvement and congruence on attitudes, The University of Adelaide, Australia, 1-14 Appendix A: alcohol sponsorship in sports: Carlsberg Appendix B: alcohol sponsorship in sports: Heineken Appendix C: alcohol sponsorship in sports: Guinness Read More