Sports sponsorship as an integrated marketing communications tool : an Australian sponsor's perspective

Kelly, L. & Whiteman, C. (2010) Sports sponsorship as an integrated marketing communications tool : an Australian sponsor's perspective. Journal of Sponsorship, 4(1), pp. 26-37.

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Sports sponsorship increasingly provides organisations with the opportunity to reach their target audiences in a manner that facilitates engagement and encourages relationship development. This paper provides an Australian perspective of the value of sports sponsorship using a case study of WOW Sight and Sound’s long-term sponsorship of the Brisbane Broncos rugby league team. The case study investigates WOW’s marketing objectives which centre generating brand awareness using sponsorship with the Brisbane Broncos as an integrated marketing communications tool. WOW believes that the integration of its sponsorship of the Broncos with the team’s total marketing plan is integral to its success. This integration requires the facilitation of two-way communications between WOW, its advertising agency, the Brisbane Broncos and customers to ensure that all parties’ needs are met.

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ID Code: 39441
Item Type: Journal Article
Refereed: Yes
Keywords: sports, sponsorship, IMC, Australia, marketing
ISSN: 1754-1360
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright Henry Stewart Publications 2010
Deposited On: 07 Jan 2011 03:54
Last Modified: 22 Aug 2012 14:29

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