스포츠 스폰서십의 오늘과 내일 ... - ORICOM

1 01 BRAND REPORTORICOM BRAND JOURNAL ? 3 , , . , . , .. win-win . , , , , . 6 (6P). , (Platform).

2 , (Partnership). , (Presence). , (Preference). , (Purchase). (Protection).. ? .. , .. , 2010 , 300 7.

3 , . AON 2012. 05 08 10 11 (Homemade)12 , , ( )[ 1. ]02 BRAND REPORTORICOM BRAND JOURNAL . 2002 , 1% 2006 ( , 2010 6 9 , 1 $ 60 $ .. ), 2010 5 15 ( , 2010 7 4 , 5.)

4 15 ). , . 2005 242 .. 211 40 , 1 . 7,800 , . , . 2005 2 , TV 2007 2012 1 . 2004 3 ( , , , ).

5 , , , .. (Zapping) .. , , , , .. 2010 , 6 FIFA 8 , 6 2007 4 10 7 2 (FIFA Financial report 2010). 2003-2006 (7 3 ) 40% . 6 FIFA 1 6 5 . , FIFA 2006.

6 14 10 FIFA Partners, FIFA World Cup Sponsors, National Supports . , IOC 2008 11 . , IOC 1988 . TOP(The Olympic Partners) , . 2010 2012 TOP VII . IOC 2009 2012 9 5 7 , 2005 2008 8 6 6 10% (2012 Olympic Marketing Fact File).

7 ? . , , , , . ? [ 2. 2010 ][ 3. 2008 ][ 4. ]03 BRAND REPORTORICOM BRAND JOURNAL (NFL) . 1973 25 180 ( 18 ) . LA 20 1 6,000 ( 1,600 ).

8 3 , , . , (Coors Field) , 1,500 , . TV . TV .. 206.

9 6,200 . 2,000 . 1996 5 4,000 .. 1990 . 1997 . 3.

10 , (Naming Right) .. 1998 . 3:0 . , 2002 2:0 1998 . 2006 1 , . , , . 1 2010 , 1.