November 2021: Ever wondered how parents really feel about sponsorship of their kids’ sports?
The sponsorship of junior sport is a contentious issue with community concerns raised about the appropriateness of some marketing targeted at children.
ASM’s Dr Lenny Vance and long-time collaborating researchers Prof. Maria Raciti and Prof. Meredith Lawley have just published important findings on this topic in the Australasian Marketing Journal.
In Moral Judgements of Junior Sports Sponsorships: An Emerging Mediator of Sponsor Goodwill – they show that parents aren’t fooled by sponsor spin and that moral judgements of such sponsorship play a more significant role in goodwill transfer than do sponsor/property fit or perceived sponsor altruism.
The full academic article can be accessed here through Sage Publications.
September 2021: First Minutes Matter partnership for LifeFlight and Shine Lawyers
LifeFlight and Shine Lawyers have teamed up to deliver The First Minutes Matter Trauma Training which is a Queensland-first free community safety program, using LifeFlight’s decades of experience helping those in emergency circumstances. Delivered by LifeFlight’s medical team, the free online course and in-person workshops will equip community members with practical skills for time-critical medical situations, while professional help is on the way.
ASM were delighted to work with the LifeFlight team as they developed The First Minutes Matter Trauma Training program and to help in establishing the significant partnership with Shine Lawyers.
Click here for more information about The First Minutes Matter Trauma Training, another wonderful community initiative being delivered by LifeFlight.
December, 2018: ANZMAC Conference Presentation (Adelaide)
The Australian and New Zealand Marketing Academy, (ANZMAC) hosted its 20th annual conference at the National Wine Centre in Adelaide.
At ANZMAC 2018, Dr Lenny Vance from Advanced Sponsorship Marketing (and University of the Sunshine Cost) presented a paper entitled Sponsor Bonding: An Australian Cricket Field Study (co-authored by Prof. Maria Raciti and Prof. Meredith Lawley).
Based on the CUA and Brisbane Heat sponsorship the abstract is as follows:
Sponsor branding has become omnipresent at public events as it is considered a very effective way for companies to connect and engage with specific targeted audiences. Yet the communities of audiences and fans that form and bond around sponsored activities are not always accepting of the intrusion of commercialised marketing efforts. Hence, the aim of this study is to augment existing sponsorship research models with the construct of sponsor bonding which measures the influence of fans’ acceptance of a sponsor’s efforts to engage with them. Using the real-life context of a commercial sponsorship of the Brisbane Heat cricket team competing in Australia’s Big Bash League
(BBL) the research model is tested through two national, online surveys of BBL television broadcast viewers. Our findings show sponsor bonding to be a strong mediating influence on a sponsor’s consumer-based brand equity and a stronger influence than brand associations on brand loyalty.
Modelled on the European Marketing Academy, a major impetus for ANZMAC is to improve marketing research, teaching and practice in the South Pacific. The 2018 conference and doctoral colloquium received over 500 paper, poster, and special session submissions from 34 countries. Over three days more than 330 papers and posters were presented.
Full publication of Dr Vance’s paper can be found in the ANZMAC 2018 Conference Proceedings
October, 2017: ASM client CUA wins the 2017 Sponsorship Marketing Award from the Australian Marketing Institute.
The hugely successful first year of CUA’s sponsorship of Queensland Cricket and the Brisbane Heat BBL team was judged to be an excellent example of how to raise brand awareness and consideration in a highly cluttered financial services market.
At ASM we are extremely pleased to have been instrumental in the establishment of this great partnership. By introducing measurable objectives and an uncomplicated activation strategy for CUA we were able to clearly demonstrate just how effective sponsorships can be in delivering marketing outcomes. Full credit goes to the CUA team for committing wholeheartedly to our plans and embracing the collaborative opportunities presented by Queensland Cricket. See stories below about some of the unique activations and success stories of the first year of the sponsorship.
Here is a link to the AMI awards announcements.
ASM Director Lenny Vance is a Fellow of the Australian Marketing Institute.