Lesson 8

When I think about sponsorship, profits and reputation building would come to mind. Perhaps because of the environment that I grew up on, whenever I read about some company sponsoring a cause, I would think that the company is trying a 'nicer' way to build their name.

This week's chapter gives an insight to sponsorship, an effective but expensive way for the company to have publicity.

From the text, Geldrad and Sinclair outlined a number of benefits that sponsors get.

• exclusitivity
• image association
• hospitality for client information
• product sampling
• signage rights
• merchandising
• networking with important people
• media coverage
• use of personnel for advertising
• promotions and sales opportunities.

All the points reflect what the sponsors might get in return for throwing in monetary help to the organisations. The points that are obvious to the public would signage rights and media coverage.

The PR team would know their target public and they will evaluate which brands or events would be of help to their organisation if they were to have associations. Then they would be able to set to write a plan. Whether is it a philanthropic or corporate or marketing sponsorship, they all will have to help boost the reputation of the organisation.

The case study on the 2000 Sydney Olympics showed very interesting PR tactics. Besides the main sponsors getting coverage, there were also the non-sponsors enjoying airtime. Nike was caught red-handed trying to publicise their brand right outside the Olympic park.

Nike is also spending money just like the sponsors but they decided to invest all into planting their Nike 'tick' around the important areas.

This chapter enlightens me on the methods that PR uses when it comes to sponsorship. The Nike exception is also a lesson learned- putting your money into even better use.