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Branding and Sponsorship or Thinking in Brand Management Essay Example

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Branding and Sponsorship or Thinking in Brand Management

Companies introduced sports sponsorship as a way of reaching its target audience and as a way of building the brand of the company. Sponsorship in this case means an investment in either cash or kind by an organization or brand in another company’s activity in the hopes of gaining a corresponding advantage as the sponsor. Research shows that companies are increasingly diverting their fund that normally is spent in marketing towards sponsorship activities.When choosing a club that would be a good choice for the company to sponsor, a number of things were considered. The first item that was considered was how popular a brand team. The team chosen is Manchester United which one of the top clubs in the world. This means that it is one of the most watched clubs and therefore, this marketing strategy will be able to reach a wider audience. The second item considered was the market in terms of the number of people who can be reached. In this case, this team has a large number of loyal fans who would be willing to be associated with anything that the team is associated with. For this reason, our company can be assured that the loyal fans of this team will want to be associated with the company if they see that the company is supporting the team.The English football and the FA Premier League (FAPL) in particular has become a bigger business than it has never been before generating record revenues. The game has attracted TV viewers in many countries than ever before and has gained increased number of passionate fans all over the world. Football grounds are always full.Manchester United Football Club is one of the leading football clubs in the world that has won many titles in the football competition (White, 2009). This has made this club one of the most successful and most recognizable clubs around the world. This club has been able to achieve a good brand name for itself. The club’s good performance has also helped it to be able to secure a number of sponsors. The club also has the strength of securing a big fan base due to its good reputation which is evident from the number of tickets being sold per match. This is also evident from the fact that the club has been able secure the greatest average attendance in their old Trafford stadium located in Manchester that is always in full capacity when there are home games. This means that any merchandise that is related to the team name, can be straight

Bibliography

Cox, R. W. (1990). Sport in Britain: A bibliography of historical publications, 1800-1988. Manchester: Manchester Univ. Press.

Fenton, W., & Collett, P. (2011). The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers. San Francisco, CA: Jossey-Bass.

Filipsson, H. U. (2009). The IUP Journal of Business Strategy.

Furtunato, J. (2009). Using Sponsorship as a form of public relations: a case study of Chevrolet and major league baseball. Journal on Sponsorship, 11.

McCartney, I. (2013). Manchester United, 1958-68: Rising from the wreckage.

Pohl, M., & Tolhurst, N. (2010). Responsible business: How to manage a CSR strategy successfully. Chichester, U.K: John Wiley & Sons.

Sandhusen, R. (2000). Marketing. Hauppauge, N.Y: Barrons.

White, J. (2009). Manchester United: The biography: the complete story of the worlds greatest football club. London: Sphere.

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preview essay on Branding and Sponsorship or Thinking in Brand Management
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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