Youngsub Chun, alumnus of the Master in Sports Marketing and Sponsorship<\/b> of Johan Cruyff Institute<\/b> and current sport business consultant for the East Asia, gives is his vision on sponsorship. \u00a0Sponsorship is an associative marketing tool that creates mutual brand and business value for both the sponsor and the sponsored activity (ESA).\u00a0Sponsorship for sponsors is an effective way to create a desirable image for consumers and for their marketing and communications. For sport properties, sponsorship is a traditional financing source. Sponsorship is about economic interest or strategy\u2026<\/p>\n
Sponsorship<\/strong> can be divided into 5 categories: sport sponsorship, non-sports sponsorship, NGO sponsorship, personal sponsorship (endorsement), and patronage.<\/p>\n Some may argue that any sponsorship is good sponsorship. It means that any sort of cash inflow is good for the health of the property\u2019s finances. Nevertheless, adequacy of brand\u00a0<\/b>for the entity cannot be measured just by business concept or capital size. It needs to accompany with organization\u2019s philosophy, value, and goals at same time. Hence, it needs to have a legal proof of the sponsor’s consent for sponsoring.<\/p>\n The case of FCB and Unicef was very innovative and a creative business strategy in sports marketing and sponsorship history. It was a breakthrough for the FCB brand image and financial achievement through globalization.\u00a0Unicef has the global authority to influence decision-makers, and a variety of partners at the grassroots level to turn the most innovative ideas into reality.<\/p>\n In my opinion, Unicef definitely is the best sponsor for FC Barcelona. Unicef has over 90 percent recognition in most countries in the world. Moreover, the brand identity & goodwill image creates trust, love, compassion, and dignity for all people. Other organizations or sports clubs cannot produce this kind of brand image through their sponsorship.\u00a0Sport sponsorship with a social conscience can promote the ultimate win-win result. The FC Barcelona-Unicef deal was opening minds as to what football sponsorship could achieve.<\/p>\n According to Apple Tree Communications, the agency that alongside FC Barcelona\u2019s board of directors, designed the Unicef campaign\u2019s strategic positioning. This alliance represented the reinvention of football jersey sponsorship as it was known back then: FC Barcelona paid a brand to be their sponsor. In two seasons without any titles, Bar\u00e7a went from position 13 to 2 in worldwide recognition of a football brand (2006-07 and 2007-08) and at the same time, increased brand awareness with the concept \u201cMore than a club\u201d.<\/p>\n Before Unicef, FC Barcelona was just a Catalonian football club but after that, FC Barcelona became the world’s favorite football club alongside Unicef as \u201cMore than a club\u201d.<\/p>\n The main objective of the Master in Sport Marketing & Sponsorship is to guide you in your professional development as an integral sport marketing and sponsorship professional, and teach you how to use marketing tools applied to sports to recognize business opportunities, develop strategies in creative industries, anticipate changes, and optimize and analyze information resources judiciously.<\/p>\n\nMASTER IN<\/h3>\n
Sport Marketing & Sponsorship Online<\/h2>\n
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