Macquarie University, MKTG3006: Kayo Sports Brand Awareness Report

This report examines strategies for Kayo Sports to enhance its brand awareness through digital marketing, specifically focusing on sponsorship marketing. The report highlights the advantages of sponsorship marketing, such as creating a strong brand presence and attracting customers. It details three procedures Kayo can use: utilizing digital boards, team sponsorships, and ticket advertising. The report references academic research to support the effectiveness of these strategies, emphasizing the importance of a strong presence in the market and the psychological influence sponsorship has on customers. The conclusion reiterates the relevance of sponsorship marketing in improving brand awareness and its role in achieving Kayo's core goals. The report is based on the assignment brief provided by Joel Moran, Head of Marketing at Kayo Sports, as part of the MKTG3006 Digital Marketing course at Macquarie University.

Running Head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student:
Name of University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Discussion....................................................................................................................................2
Conclusion.......................................................................................................................................3
Reference.........................................................................................................................................4

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Introduction
Increase the brand awareness is considered to be one of the important business goals of
Kayo. Therefore, the current report is going to provide an effective practice for Kayo to increase
its brand awareness. Sponsorship marketing will be the best practice for Kayo to increase its
brand awareness to a great extent.
Discussion
The purpose of choosing the sponsorship marketing can be identified from its advantages.
According to the research of Jensen amd Cornwell (2017) the sponsorship marketing is a
promotional practice where the business companies are sponsored different events for creating a
strong brand presence. The brand awareness practice is considered to be the best advantage of
sponsorship marketing. In sports sectors companies are always sponsored in stadium or sports
kits so that it will help to attract the customers. Moreover, the sponsorship marketing also
enables a positive PR approach for the organisation as many audience and spectators can see the
advertisement while watching the sport.]
There are three procedures of mode of sponsorship marketing the Kayo may use in order
to create a better brand image and brand awareness. For instance, using digital boards within the
playing field can help the organisation to get more attention of the customers. Ireland et al.
(Jensen & Cornwell, 2018) opined that the purpose of the sponsorship marketing is to create a
strong presence in the market so that the customers can recognise the brand properly. As a result
of that a brand awareness can be generated through the sponsorship marketing process.

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Team sponsorship can also be an effective sponsorship marketing practice. Tsordia,
Papadimitriou and Parganas (2018) opined that the focus of sponsorship marketing in sports is
always associated with the process of creating effective presence to the customers. In many cases
reputed brand are attached their logo on the jersey of the team. It means the respective
organisation is sponsoring the team. As a result of that it renders a psychological influence over
the customers. For the sports fan, supporting the team also helps to know the sponsor of the
team. It will gradually enhances their awareness towards the brand or the sponsored organisation.
Furthermore, it can also be stated that sports companies often advertise their logo in the
tickets. It is also a significant example of sponsored marketing. Apparently, it seems that it is
general promotional practice that the companies often do (Ireland et al., 2019). However, it is not
the actual case, the organisations focus on the sponsored marketing practice by sponsoring or
investing on the tickets. Therefore, the company has the right to use its logo in tickets. It will
help to influence the customers and bring a strong customer base due to high brand awareness in
the competitive market.
Conclusion
Based on the above discussion it can be stated that the sponsorship marketing process is
highly relevant in improving the brad awareness. The easy-to-reach approach of the sponsorship
marketing also grab the customer attention effectively. Therefore, it can be concluded that the
sponsorship marketing practice will help Kayo to create a strong brand awareness that is a core
goal of the organisation.

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Reference
Ireland, R., Bunn, C., Reith, G., Philpott, M., Capewell, S., Boyland, E., & Chambers, S. (2019).
Commercial determinants of health and sport sponsorship. Bulletin of the World Health
Organization, 97(4), 290-295.
Jensen, J. A., & 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), 401-418.
Jensen, J. A., & Cornwell, T. B. (2018). Assessing the dissolution of horizontal marketing
relationships: The case of corporate sponsorship of sport. Journal of Business Research.
Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on
brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85-105.