608 4-1 Responses *** You will reply to 2 classmates’ threads. At least 1 paragr

GET HELP WITH YOUR ESSAY

If you need assistance with writing your essay, our professional Essay Writing Service is here to help!

ORDER THIS PAPER NOW

608 4-1 Responses
*** You will reply to 2 classmates’ threads. At least 1 paragraph in length. They must be on the same page but LABLED WHO’s is WHOSE. The first paragraph should be labeled (Kayla Byrnside ) and the other one should be labeled (Calvin Correa)******
In response discuss what recourse parties involved in a sponsorship agreement have if business relations turn sour. Also offer suggestions as to how you could better protect your own interests when entering into a sponsorship agreement.
Kayla Byrnside
Sport Marketing defines branding as going “deeper than the names, symbols, and marks of an organization” (Mullin, Hardy, & Sutton, 2014, pg. 163). They go on to explain that branding is about how the customer thinks and feels when they see the marks of a brand. Sponsorship is defined as “the acquisition of rights to affiliate or directly associate with a product, person, organization, team, league, or event for the purpose of deriving benefits related to that affiliation or association” (Mullin, Hardy & Sutton, 2014, pg. 231). Branding is influential in sponsorship as these companies want to work with name brand teams, players, etc. The better the brand is, there is a bigger draw to sponsor that brand. Sponsors want customers to think that if these great players/teams use their products then it has to be the best.
A fit is the relationship between a brand and a sponsor (Dumais, 2013). It is important that a sponsor finds a good fit with the sponsee they are wanting to be in a partnership with. For example, good sponsorship fits would be Dr. Pepper and College Football and Adidas and the World Cup (Campbellsville University, 2019). Dr. Pepper and College Football is a good fit as everyone recognizes the commercials, they are popular through social media and have a tuition give away annually. Adidas and the World Cup are a good fit because they provide the ball for the games and have created different initiatives through soccer.
Examples of poor sponsorship fits would be two arenas. Jobing.com Arena and Sleep Train Arena (Altman, 2015). Reason being, the names of these do not flow well and most people do not know what the sponsor is for. The best way to fix it would be to change the sponsor but that isn’t as easy. Potentially taking off the .com part of Jobing.com Arena would be helpful.
*** You will reply to 2 classmates’ threads. At least 1 paragraph in length. They must be on the same page but LABLED WHO’s is WHOSE. The first paragraph should be labeled (Kayla Byrnside ) and the other one should be labeled (Calvin Correa)******
In response discuss what recourse parties involved in a sponsorship agreement have if business relations turn sour. Also offer suggestions as to how you could better protect your own interests when entering into a sponsorship agreement.
Calvin Correa
In our textbook, branding is described as a feeling someone gets when thinking about a company or organization. In other words, to be a brand means to connect on a personal level with people to the point where the name, mark, or logo triggers feelings or an attitude towards the company. I can personally relate to this being a Mets fan. When I see the colors, hear the name, or watch a game I am constantly reminded of great times such as the World Series run they made in 2015 (although heartbreaking), the epic NLCS in 2006 against the St. Louis Cardinals that saw Endy Chavez rob a home run in left field, Mike Piazza hitting a home run in the first game since 9/11 to be played in New York. The organization’s brand is one of memories and positive sentiments that runs deeper than any logo, mark, or color scheme ever could (although they are a part of it).
The Way sponsorship plays a role in branding or vice versa, is that if a brand becomes marketable enough, gains enough positive reputation/revenue, it can be an asset to other companies. An example could be Nike becoming the official brand of the National Basketball Association’s uniforms and gear. The NBA is a well renowned sports organization and widely popular in all areas of the world, for Nike to be its sponsor, means Nike hope to in many ways be associated with the same success the NBA enjoys. They would like people to see that if athletes the caliber of LeBron James, Kyrie Irving, Kevin Durant, and the late great Kobe Bryant are ambassadors of the brand not only on the curt but off of it as well, then the company must be a well reputable one who makes premium merchandise.
Fit” in branding is relevant because in order for a sponsor to sponsor your brand, they will always want to make sure you both share common goals, beliefs, ideas, morals, and ethics. This is important because there have been Athletes who get sponsored, and ultimately get caught up in controversial personal life problems that now reflect back on the sponsor. Examples of this include Tiger Woods’ losing several sponsorships back in 2009 for the extramarital affairs he was having. Mr. Woods lost sponsorships from Gatorade, Gillette, AT&T and several others. Another example would be Michael Vick losing sponsorships for illegal activity (dog fighting) and going to prison, he lost sponsorships from Nike and Reebok among others.
Examples of good sponsorship fits can be seen in Nike and LeBron James as well as Adidas and Lionel Messi. Nike and LeBron have had a long relationship, and aside from that fact James has never had any controversial off court incidents, never been involved in any cheating scandals, affairs, or anything that could significantly hinder the reputation of Nike. Furthermore, James has been an ambassador of children’s education, free college, and has been outspoken on several human rights issues. He has proven himself a leader in the community and is a role model to all up and coming athletes, he is also a first ballot hall of famer. All of the above will also be associated with Nike as a result.
Adidas and Messi share a very similar relationship to that of LeBron and Nike. Adidas is the official brand of Soccer, and Messi is arguably the most talented soccer player to have ever played the game. Putting all of his accomplishments on the soccer field aside, he has done a countless amount of charitable work. Recently, Messi provided $1.1 million dollars in support of fighting the COVID-19 disease, he also in 2019 provided over 2,000 Kenyan citizens with enough money to be able to access free food and water. He is another example of a true class act on and off the field, and all of his generosity will fall back to Adidas as a result.
Examples of bad sponsorship fits in my opinion would be NFL Wide Receiver Antonio Brown’s sponsorship with Nike (which has since been terminated). Back in 2019, Antonio Brown was the topic of conversation in the sports world for a long time. Amidst what many called a “prima donna” attitude and a sense of immaturity, “AB” was also accused of sexual assault allegations. This proved to be the tipping point for Nike, and they immediately cut ties with the former pro bowl receiver so as to not be associated with any of the backlash. Another example of a bad fit with sponsorship is the relationship between Ray Rice and again Nike. After a video surfaced of Rice aggressively striking his then fiancé, Nike cut ties with the pro bowl running back.
These are two instances that unfortunately, cannot be mended. However, other bad fits could be someone who is religious such as Stephen Curry and his current sponsor Under Armour. Under Armour and Curry recently extended their partnership, but there have been many instances in which Curry publicly stated he would leave a sponsorship if he felt he was not staying true to his morals, and beliefs or that the sponsorship itself and he did not share those values. This cannot be fixed either unfortunately unless Under Armour genuinely does share the same morals as Curry, or they lie to keep the star from leaving. To avoid any issues in the future I personally would try to find an athletes that meets the criteria/values of my organization and is a good role model/leader as well.

ORDER THIS PAPER NOW