Sponsorship in Marketing Communications

Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Critical analysis and discussion .............................................................................................1
Examples ...............................................................................................................................3
RECOMMENDATION ..................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFRENCES ..................................................................................................................................7
REFLECTIVE STATEMENT.........................................................................................................8

INTRODUCTION
Communicating with the target consumer base is one of the main elements of marketing.
Business organisations utilise various methods to communicate with the consumer in a way
which increases the sales and enhances brand image of the company. The fictitious organisation
selected for this report is fresh fruit Soda. This company is targeted at drinkers who like the taste
of fizzy drinks but prefer a low sugar alternative. The company offers a wide range of soft drinks
which includes apple, orange and cranberry flavour. Academic theory related to sponsorship is
analysed in this report with the focus on role of sponsorship in communicating with the
consumers. In addition to this recommendation are given to the fictitious company on the basis
of critical discussion for improving marketing communication through sponsorship. 130
MAIN BODY
Critical analysis and discussion
Sponsorship is defined as the process of providing monetary or charitable assistance of a
particular event, sports team or any charitable firm with the objective of accomplishing specific
business objectives. Sponsorship plays an important role in communicating benefits of the
products offered by the company to a niche market effectively. The aim of utilising sponsorship
as marketing tool differs from industry to industry. Sponsorship helps business organisations
enhance corporate image as it influences impression of a company or a particular product brand
targeted towards particular segment of the market. The brand awareness of the company is
enhanced if the events sponsored by the company is globally recognised. Sponsorship of global
sporting events which have millions of viewership are one of the most widely used sponsorship
practices as it promotes the firm on a global level. Business organisations which use sports
sponsorship as their choice of sponsorship method are able to market their company to the
consumers until the spots tournament lasts (Cornwell and Kwon, 2019). In addition to this
sponsorship of sports tournaments enables business firms to communicate with their consumers
through contests. This type of sponsorship is highly advantageous to business organisations as it
not only increases brand awareness but also helps the company conduct positive interaction with
their consumer base. communicate with their consumers Sponsorships assist in raising
corporate profile of the bran which has positive impact on the brand image of the company.
Reputation of a business firm is enhanced with the help of sponsorship activities which focus on
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