There is no reason why corporate sponsorship's shouldn't be able to exist. They do a lot of good for organizations, such as nonprofits, by donating money or other forms of goods and services. Sponsors also help people like myself who don't have the finances to compete in races at a high level, which cost a lot of money because of all the expenses (internal and external) that exist with in the sport itself. The sponsorship's pay for nearly all the expenses for my participation, and in doing so, they also support the cause in which I'm running for. Even if they don't support the cause, it makes them look good at a minimum, even with their logo printed all over my running apparel, and they're giving money to something that really needs it. This benefits both parties because the corporation is getting advertisement and marketing out of the deal.
November 2011 Archives
I personally have no problem with corporate sponsorships; I feel they are a mutually beneficial agreement that serve each side's purpose quite well. The sponsors get their name on a facility that can become synonymous with euphoric feelings (which basically serves as advertising). The team or leaser of the facility make money to help fund the facility simply for giving up naming rights.
I don't think the two options are mutually exclusive. Clearly most companies get their name on positive causes to boost public relations, but it's hard to imagine a company supporting an event that it didn't at least partially want to succeed. They get marketing by having their name associated with the event, but I would bet that money could have been better spent marketing in other areas. All else being equal, it wouldn't make financial sense if the company didn't have some vested interest in the charity run/golf tourney, etc.
Corporate sponsorships are beneficial for both the sponsor and the organization being funded by them. The sponsors may have motives to market their company, but they are making an investment that proves they support the organization they are sponsoring. I believe that even if they are in it to raise awareness of their company, they must also be taking a vested interest in the organization they support.
Individuals in a company may be committed to a cause but if you are really thinking in terms of the motives of a company then I think it is just another marketing tool. Companies use these sponsorships as way to make people have good feelings towards them. They may become commited to the charity but their main objectives for sponsorship is for the marketing.
I think corporations use sponsorships mainly to gain a positive public image. Corporations can choose to 'help' a charity or good cause, but often the charity's mission is not the first thing driving the corporations sponsorship. The charity can benefit from association with the corporation though, so in this scenario, I think it is a case of "the end justifies the means". In the long run, even if the corporation intends to use the sponsorship as a marketing tool to benefit themselves more than others, it usually works out to benefit both parties in the sponsorship.
I think corporate sponsorships are there to make a profit. I have a hard time believing that corporate sponsors would still advertise and contribute to a charity golf tournament if they did not receive some type of marketing benefit. Corporate sponsorships view charities as a way to branch their product to a diverse crowd; they use these special events to promote their brand and increase the overall public image of their company. Most corporate sponsorships hope to also build brand name recognition among their selected audience. Corporations can also market their services and products to the audience at these charity events. I believe companies are hoping to increase the number of consumers at these events and improve their public image.
• Corporate sponsors are there to promote themselves. They are obviously getting marketing from being a sponsor and it gets their name out there. So if they have the money to sponsor, essentially, they are receiving free marketing. I am a big fan of Motocross and Supercross and so I would like to use this as an example. When a rider wins and gets up on the podium they stand there and thank a million of their sponsors. In many cases you can see their eyes reading a board that has a list of all of their sponsors. Sometimes riders who are sponsored by Rockstar or Monster energy drinks have a drink on the podium and are drinking it. Lets get real, no one wants to slug down an energy drink right after racing around a dirt track for 30+ minutes. If corporate sponsors were there to support the cause, and only the cause, then I don't think the athletes would spend so much time thanking the sponsor. Instead they might spend time thanking their loved ones and the cause. In a way everyone may be winning. The cause gets support and the sponsor gets free marketing. But I definitely do not think the corporations are there just for the cause.
I think that corporate sponsorships are a good idea because they benefit everybody. There is no reason why a company shouldn't be able to get good publicity by helping out a good cause. I am not sure that the amount of commitment has to do with more than a good publicity or marketing tool, but I am also not sure that that matters. I do think that one of the main reasons why they provide sponsorships is just another marketing tool, yet I also think that the corporation has many choices as to who they want to sponsor, and they choose which one is the best cause.
I think that corporate sponsorships look to pair up with successful organizations where there is a marketing ability towards a large amount of people. They want people to see their company as successful and by pairing it with a successful/popular. They also want their corporation seen as having same values. There may be a small amount of interest or maybe even a large interest in a charity run event, however the main reason for going is to market.
I believe that companies, while they may have very active or interested individuals within the company that values that golf tournament and/or charity run, the main reason that a company would move forward with a sponsorship is to market and in their own beneficial interest.
What are your thoughts on corporate sponsorships?
I personally believe that a company viewing a corporate sponsorship as a marketing strategy all depends on the company itself. I feel some companies really try and represent themselves in a professional manner, so they host these corporate sponsorships to prove to the public that they have a stable company that one can rely on. I also feel that some companies are truly trying to help the community or whoever their sponsorship is hosted for. Putting all of this aside, I believe that corporate sponsorships can be great marketing strategies as well as a great way to raise money for the community.
Do you feel that companies are truly committed to the golf tournament or charity run? Or do you feel they are just viewing it as another marketing tool?
As I stated above, I tend to have mixed thoughts on this subject. When looked at in depth, I feel that the larger the company, the less devoted they truly are to the sponsorship. They host a large event, such as a golf tourny that all of the proceeds go towards some type of program, but they focus more on getting people to these events to promote their business. On the other hand, I feel that the smaller companies/organizations focus on the meaning of the event. They truly care and are compassionate towards raising money for a good cause. I know this does not go for all businesses and organizations, but from personal experience, I feel that my viewpoints tend to be quite accurate.