Global Sports Marketing - Assignment

Running head: GLOBAL SPORTS MARKETING
Global Sports Marketing
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................2
Overview of the Association:.....................................................................................................2
Literature Review:......................................................................................................................3
Conclusion:................................................................................................................................6
References:.................................................................................................................................8

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Introduction:
The application of the sponsor concept is notably visible in the modern world of trade
relations and that is prominent with the increasing number of sponsorship associations
formed by the business entities. As per the comments of Watson et al. (2016), the
sponsorship activities provide the desired scope to the companies to establish an efficient and
deeper association with an organization or an event for the purpose advertising and
promoting their business actions. According to Cornwell and Kwak (2015), the concept of the
corporate sponsorship is pretty significant in providing the scope to a company to get
associated with an event or another organization for the purpose of advertising their business
offerings. According to the esteemed opinion of Watson et al. (2016), the emergence of the
corporate sponsorship is pretty prominent in recent years and that is visible with the
partnership of multinational organizations with the sport related associations. The study is
based on the literature of present day usage of the sponsorship deals from the part of the
sporting organizations. The study is based on a sporting association named as International
Cricket Council. The association is recognized as the parent body of the international
cricketing activities across the globe.
Overview of the Association:
International Cricket Council is the recognized governing body of cricket at the global
stage. The association was developed in 1909 and was formed in the name of Imperial
Cricket Conference (Icc-cricket.com. 2020). The genre of the association is the Federation of
the national associations (Icc-cricket.com. 2020). The headquarter of the association is placed
in Dubai, United Arab Emirates. The association is currently consisting of 104 number of
members. The managerial team of the association includes the participation of Shashank
Manohar, the chairman of the body along with Manu Sawhney, the Chief Executive Officer

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of the association (Icc-cricket.com. 2020). The ability of the managerial position holders in
leading the organization in a professional manner is pretty prominent with generation of 53.1
million US dollars as revenue (Icc-cricket.com. 2020).
Literature Review:
The present day usage of the sponsorship activities is observed to be notably
prominent amongst majority of the business organizations. As per the comments of Jensen
and Cornwell (2017), the sport sponsorships is recognized as an important and powerful
technique of marketing activities. As per the comments of Koronios et al. (2016), the concept
of the sport sponsorships is based on two different entities which are a sport club or event and
a company. The sport club or the event is the sponsee and the company is recognized as
sponsor. As per the esteemed opinion of Cornwell and Kwak (2015), the fundamental
objective of the companies with these sort of partnerships is to generate brand awareness and
to improve the customer loyalty. On the other hand, Visentin, Scarpi and Pizzi (2016),
mentioned that the companies that enter into such partnerships are also focused on improving
their capability in promoting their business actions through the sponsorship activities.
In addition to this, Cornwell and Kwak (2015), claimed that the companies have the
necessity to communicate to their customers regarding their product offerings and services
and in such situation, the sponsorship activities help the organizations to achieve the desired
market limelight for the products and services. On the other hand, Koronios et al. (2016),
mentioned that the objective of the sponsee or more specifically the sporting organizations or
the events in these sort of partnerships is to gather a financing source. The usage of the
sponsorship dealings of a sporting organization in today’s world is primarily focused on the
ability of the events or the sporting association in promoting the business actions of the
sponsor organizations. Jensen and Cornwell (2017), claimed that sports is recognized as

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considerably high profit driver for the companies across the globe. Jensen (2017), mentioned
that the sporting actions derive the largest amount of attraction from the part of the general
citizens and that provides the scope to the sponsor organizations in attracting their target
customers in a professional manner.
As the sport sponsorship is gaining greater significance amongst the business
companies due to the expanded reach of the same amongst the target customers, the sporting
associations are more inclined towards forming sponsorship deals with several business
groups. Having said that, Jensen (2017), mentioned that the restriction of the legal rights is
one of the fundamental reason that influences the sporting organizations to formulate the
dynamics of the sponsor’s group in a professional manner. With a detailed consideration
towards the same, Visentin, Scarpi and Pizzi (2016), mentioned that the sporting
organizations that are getting associated with the business entities due to the concept of
sponsorship, are defining different forms of sponsorships for avoiding the legal consequences
and that is pretty visible with the formation of Title Sponsors, General Sponsor, Official
Sponsor and Informational Sponsor. According to the comments of Lam (2016), the highest
contributor amongst the sponsor organizations are recognized as the Title Sponsors. On the
other hand, the sponsors that enjoy the license rights or the media coverage rights and a huge
contributor to the sponsee is regarded as General Sponsor. The small contributing sponsors
are recognized as official insurance partners and the sponsors that take care of the public
relations or a small fraction of the media coverage is known as Informational sponsors. The
opportunities associated with the sports sponsorship is also prominent with the comments of
Anna Ní Chiaruáin.
Anna Ní Chiaruáin claimed:

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“The opportunities for sponsorship are exceptionally vast, and there is a wide variety in
viewership demographics. The highest-grossing sport of the industry is soccer and it is clear
that many brands take advantage of this. Sports sponsorship is worthwhile for brands
because of the massive audience they are going to reach, resulting in a correlatively high
ROI. It’s obvious that big sporting events are extremely popular and gain massive worldwide
attention. This is largely due to the fact that they involve both unity and competition. People
become fans, coming together as they are compelled to support their team, especially when
there is a competition on the cards.” (Blog.logograb.com 2020)
Considering the selected sporting association, it is understandable that ICC is able to
formulate sponsorship deals with a series of multinational business organizations. The
primary objective of these partnerships is to ensure that the association is receiving sufficient
amount of funds for managing their operational activities in the best possible manner. Being
the governing body of cricket at the international stage, the association is responsible for the
management of a series of global and bilateral events which have the potential to attract
larger number of viewers across the globe. According to O’Reilly et al. (2016), the execution
of these mega events provides a substantial market limelight to the sponsor organizations,
however, ICC faces the requirement of a healthy investment for executing these mega events
in a professional and successful manner. In such situation, the sponsor organizations are
observed to help ICC for the purpose of financial funding. As a result, one of the main
utilization of the sponsors from the part of ICC in today’s world is seen to be as means of
gathering financial funds for the implementation of their mega events. ICC faces the
necessity to invest in the logistics management, ticketing activities, infrastructural
development, transportation activities and food and hospitality management activities. The
financial funding for the management of these activities are carried out with the help of the
sponsor organizations. Considering the usage of the sponsors and the dynamics of the

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sponsorship deals, a report of ICC is pretty significant in stating the fact that “The key rights
and benefits for brand partnerships include:
 TV broadcast, digital and social media integration Marketing rights / use of ICC marks Signage and in-stadia branding Tickets and hospitality Right to implement consumer promotions Product exclusivity.” (Icc-cricket.com. 2020)
Apart from this, one of the primary usage of the sponsorship investment at ICC, is the
infrastructural development at the grass root stage of the game. In the 104 number of member
associations, the governing body of global cricket has 92 associate members (Icc-cricket.com.
2020). The success of ICC is spreading their motto “cricket for good” is primarily dependent
on their ability in helping the associate members in coming at the centre stage of the game.
As a result, ICC is responsible for a substantial amount of developmental activities in those
parts of the globe and the funding for the same comes from the sponsors of the organization
(Icc-cricket.com. 2020). Other than ICC development, the governing body is also determined
in opening academies across the globe for spreading the beautiful game and the
infrastructural requirements for the development of the academies is precisely managed with
the sponsorship funds (Icc-cricket.com. 2020). However, ICC also offers a great deal for
retaining their sponsor organizations which is prominent with the general and gold level
benefits to the ICC Academy Supply Chain and ICC Banking Commission (Iccwbo.org
2020).

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Conclusion:
On a concluding note, it is visible that the mega events of the sporting associations
have the potential of attracting a larger number of individuals across the globe. This is exactly
how the business organizations require to promote their business actions and as a result, the
sport sponsorships is regarded as one of the high profit driving techniques of marketing. ICC
mainly utilizes their sponsor organizations for the purpose of financial funding to the mega
events of it and for the grass root development.

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References:
Blog.logograb.com 2020. The Benefits of Sports Sponsorships in the Digital Age of Visual
Data. [online] Available at: https://blog.logograb.com/benefits-sports-sponsorships-in-digital-
age-visual-data/
Cornwell, T.B. and Kwak, D.H., 2015. Sponsorship-linked marketing: Introduction to topics.
Journal of Sport Management, 29(2), pp.133-136.
Icc-cricket.com. 2020. International Cricket Council. [online] Available at: https://www.icc-
cricket.com/about/development/icc-academy
Icc-cricket.com. 2020. International Cricket Council. [online] Available at: https://www.icc-
cricket.com/about/development
Icc-cricket.com. 2020. International Cricket Council. [online] Available at: https://www.icc-
cricket.com/about/partners/sponsors/overview
Icc-cricket.com. 2020. Live Cricket Scores Cricket Matches. [online] Available at:
https://www.icc-cricket.com/live-cricket/live
Iccwbo.org 2020. ICC - International Chamber of Commerce. Sponsorship opportunity: ICC
Preferred Partnership - ICC - International Chamber of Commerce. [online] Available at:
https://iccwbo.org/about-us/partnerships/knowledge-solutions/icc-preferred-partnership/
Jensen, J.A. and Cornwell, T.B., 2017. Why do marketing relationships end? Findings from
an integrated model of sport sponsorship decision-making. Journal of Sport Management,
31(4), pp.401-418.
Jensen, J.A., 2017. Assessing corporate demand for sponsorship: marketing costs in the
financial services industry. Marketing Letters, 28(2), pp.281-291.

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Koronios, K., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P. and Leivaditi, E., 2016. Sport
sponsorship: The impact of sponsor image on purchase intention of fans. Journal of
Promotion Management, 22(2), pp.238-250.
Lam, V., 2016. Sponsors & Advertisements. Western Journal of Emergency Medicine:
Integrating Emergency Care with Population Health, 17(1).
O’Reilly, N., Armenakyan, A., Lu, I.R., Nadeau, J., Heslop, L.A. and Cakmak, E., 2016.
Sport mega-events and tourism: Contrasting the influence of host country and event.
International journal of sport management and marketing, 16(3-6), pp.280-296.
Visentin, M., Scarpi, D. and Pizzi, G., 2016. From assessment to purchase: A three-stage
model of the marketing funnel in sponsorship activities. Journal of Sport Management, 30(6),
pp.615-628.
Watson, W.L., Brunner, R., Wellard, L. and Hughes, C., 2016. Sponsorship of junior sport
development programs in Australia. Australian and New Zealand journal of public health,
40(4), pp.326-328.