Problem
In SPM2610, you conducted research on the Mullaloo Surf Life Saving Club (MSLSC) or the Australian Baseball League's Perth Heat. In a hypothetical scenario, both clubs share the same General Manager (Marketing). She is confident that you are knowledgeable about sponsorship having completed this unit and that you understand why these organisations are so special. She asks for your advice as to how to achieve their marketing and sponsorship objectives and better satisfy their commercial partners.
You begin by hosting two workshops. The first involves some of MSLSC's club's sponsors: City of Joondalup council, LotteryWest, ECU School of Business & Law, Wanneroo Isuzu Ute, FINZ and the Fresh Frontier Co. The second day you run a workshop for some of the Perth Heat's sponsors: Alcohol. Think Again, LotteryWest, Varsity, HelloWorld Travel and Diamond Fitness.
• Question I: You start by saying how a commitment to a sponsorship is considered a 'license to spend more money'. Explain this statement and why it is so important for a sponsor.
For the following questions, choose either the Mullaloo SLSC or Perth Heat and one of the sponsors (listed above) to support your answer:
• Question II: Based on your understanding of the club (consider the values and/or history of the organisation), which of the common sponsorship objectives is most likely to have driven your chosen sponsor's decision to financially support this club? Be sure to justify your answer.
• Question III: Explain how you would use at least two of the common techniques to 'spend more money' to support your chosen sponsor's investment. Be sure to explain how these could be used to help this sponsor achieve the objective you chose as most likely in the previous answer.