Identifying Best Practice in Women's Football - FIFA/CIES ...

for broadcasting, with Internet radio channel “Babelsberg Hitradio” reporting live everygame.4.5.7 Marketing and Media ConclusionsUsing print and television to marketing women’s football on a club level can be costly. Untilthe sport gains popularity such that the interest will garner broadcaster-produced content, likethe men’s game, women’s clubs are beginning to see the potential in internet platforms,linking into the global fan base for women’s football. As well, while not fully developed,clubs are also using social media platforms to create a community for the fans, albeit online,to engage with each other and the team. Also, as seen there is potential in creating a strongregional partnership to connect with local fans through regional television and radio.4.6 Sponsorship4.6.1 Types and Importance of Sponsorship RevenueSponsorship is a vital revenue stream for athletes, clubs, federations and sporting events onall levels, all over the world. There are three particular aspects of sponsorship includingbuilding brand equity, patronage, and exclusivity. The first is a company’s effort to link theirbrand with the brand identity of the team, and based off the companies decision to expandconsumers’ awareness of their brand through sport. Patronage on the other hand is closelylinked to Corporate Social Responsibility, or CSR:“Whilst pure sport sponsorship can often be based on hard nosed marketing andbusiness decisions, any CSR investment is based more on how a business can improvethe communities in which it operates.” 149And lastly, exclusivity is the standard procedure to enhance brand recognition for thesponsor. Effective sponsorship brings together sponsors and organisations that have similarbrand values and target groups. Those partnerships tend to have mutually beneficial effects.In order to achieve that, it is important to know or define target groups and brand values of""""""""""""""""""""""""""""""""""""""""""""""""""""""""149Hemsley, Steve, “Corporate Social Responsibility and Sports Sponsorship: How sports helps business to fulfilCSR obligations,” International Marketing Reports Ltd., 2009."%:"