体育赞助与广告Athlete Sponsorship.ppt

Athlete Sponsorship Sport sponsorship and advertisement Athlete Sponsorship Outline Ambush market Introduction and History Practice and Theory Control Issues Managing athlete sponsorship Trends Ambush Market Forms of ambush market ground signpost broadcast advertisement team sponsor player sponsor Official Sponsor ？fans Introduction The use of sport celebrities to endorse both sport and non-sport products is firmly embedded as an international business practice. The bottom line has become “How can this athlete help me sell more ….. (beer, shoes, balls, or whatever)?” Some successful sport endorsers Michael Jordan Tiger Woods Maria Sharapova Michael Schumacher David Beckham Yao Ming History Michael Jordan, - was KING of endorsements ($47 million per yr) His last Nike deal was $12.5 million per year + 10￠ for every pair of Air Jordan and Air Flight shoes sold and 5￠ per pair on other models. Prior to Jordan, Nike did not produce ANY basketball shoes. Nike went from 0% to 70% of the market in 8 years. History Tiger Woods is the new KING. $100 m Nike $40 m Buick, Tag Heuer American Express Is he worth it? Athlete Sponsorship Former Manchester United player David Beckham sold 50,000 phones in the first 3 weeks of his Vodaphone endorsement. Current salary and endorsements are USD $ 27.1 million. Athlete Sponsorship Fernando Alonso Auto Racing $35,000,000 Ronaldinho Soccer $32,700,000 Roger Federer Tennis $31,343,885 Ichiro Suzuki Baseball $24,000,000 Athlete Sponsorship Before you watch the video, guess: Who are top soccer stars earning most from advertisement and endorsement in 2005? How much do they earn from the business contract? What are main types of business engaged in player advertisement? Athlete Sponsorship Athlete Sponsorship Advantages Credibility (信任感) 信任感来自于：消费者对高水平运动员专业化程度的信任（expertise）以及对运动员本身人格魅力的信任(trustworthy)两个方面； Attractiveness (吸引