The Emergence of Cross-promotion
as companies tackle the need to break through the clutter,to drive sales, and to better leverage their sport sponsorship investments
they have sought to expand the scope of their sponsorships through cross-promotion with other companies or with other business units within the same company
this joining together of two or more companies to capitalize on a sponsorship is becomeing increasingly popular and effective.
cross-promotion is viable in today's marketplace for a number of reasons, as suggested by Irwin, Sutton, and McCarthy(2002).Cross promotion
Allow companies to share the total cost of the sponsorship. and/or the promotional execution
Enable companies to utilize existing business relationships
Enable a weaker company to "piggyback" on the strength and position of bigger company in order to gain an advantage over its competitors
allow testing of a relationship when future opportunities are under considerati
creste a pass-through opportunity, typically involving grocery chains that agree to a sponsorship and pass some or all of the costs (and benefits) to product vendors in their stores. For example, Kroger sponsors a NASCAR team but then passes most of the sponsorship rights fees on to vendors such as Pepsi and Nabisco. Kroger then in exchange agrees to feature Pepsi and Nabisco products in-store.
sponsors team with other sponsors in order to create more bang for their buck under the premise that two sponsors working together can generate more interest and awareness among the targeted sport consumers.
"Got milk's" leveraging of its NASCAR sponsorship through a cross-promotion with Kellogg's illustrates the growing amount of sponsorship activation involving what has been dubbed "peanut butter and jelly"(PB&J) partners(IEG,2003B)
cross-promotions between sponsors can also be used to gain exposure in nontraditional and unexpected retail settings.
For example, to activate their sponsorships of the SEC, Hibbett Sporting Goods, a chins of 200 stores throughout the southeast, and Golden Flakes Snack Foods teamed up in 2003 to offer consumers an enhanced value
Golden Flake featured an onpack coupon on 500000 potato chip bags that offered a free SEC cap with the purchase of $50 or more from the Authentic SEC Collection at Hibbett stores
At the same time, Golden Flake gained exposure in Hibbett stores through advertising that touted the coupon offer (IEG,2003c).
Having two brands promote a sponsorship together doubles the sport property, resulting in a win-win-win-situation
Another increasingly popular cross-promotion tactic involves co-dependent partners, companies whose products or services are integral to each other, such as computer software and hardware manufacturers, teaming up to leverage a sport sponsorship(IEG, 2003b)
For example, IBM as a sponsor of the National baskerball Association(NBA)might offer a free Sega NBA vidao game with the purchase of new laptop
Finally, cross-promotions can be staged between customer-partners, two discrete brands that stand alone but do so much business with each other that they are almost siblings (IEG,2003b)
For example, in MLB, Pepsi incorporated one of its biggest national customers, Subway restaurants, as a partner in an official All-Star Game balloting promotion.
Such involvement between customer-partners not only greatly broadened the impact and awareness of MLB’s All Star balloting program nationwide but also enabled Pepsi to pass through an invaluable marketing asset to one of its largest national customers, thereby strengthening its business relationship with Subway
As a sport marketer, whether on the property side or the corporate side, it has become increasingly important to think outside the box as to how sponsors can be joined together to increase the overall effectiveness of their sponsorship investments.
Many of the official sponsors of the major professional sport leagues are hard at work looking for creative ways to cross-promotion their companies.
Tables15-3 through 15-8 provide either a list or sampling of the official sponsors for several of the major professional sport properties.
Here’s a challenge: See if you can develop a few effective cross-promotion opportunities for them! Would you classify them as PB&J promotions, co-dependent partner promotions, or customer-partner promotions?
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