공유가치창출을 위한 스포츠 스폰서십 전략 탐색

Abstract

국내 스포츠 스폰서십 시장은 삼성을 비롯한 대기업들이 스포츠 스폰서십을 통한 브랜드 마케팅에 회의를 제기하고, 소비자들 역시 브랜딩 위주의 스폰서십에 의문을 제기하며 비상업적 스폰서십에 우호적으로 반응하고 기업의 사회적 책임에 대한 관심이 높아지는 등 변화하고 있다. 또한 엘리트체육과 생활체육의 통합은 스포츠계 뿐 아니라 스폰서십을 실시하는 기업들에게도 기존과 다른 새로운 시각과 전략을 요구한다. 본 연구의 목적은 이러한 변화의 시점에서 스포츠와 기업, 소비자 모두를 위한 공유가치를 창출 할 수 있는 스폰서십 전략 수립에 기여하는데 있다. 또한 기존의 마케팅 성과위주의 스포츠 스폰서십 연구에서 벗어나 새로운 성과지표를 제시하고, 스포츠 스폰서십의 다양한 유형간의 비교 분석을 통해 종합적이고 선제적인 스폰서십 연구를 모색하고자 한다. 이를 위해 기업들의 주요 잠재고객이자 기업의 지속성장을 위한 핵심 타겟으로 주목받고 있는 대학생들을 대상으로 종목 인기도와 스폰서십 유형에 따른 스폰서십인식과 기업인식 그리고 취업선호도의 차이를 검증하였고 그 영향관계를 비교, 분석하였다. 선행연구가 제한적이었던 비인기종목 후원효과를 인기종목 후원효과와 비교 분석하고, 비인기종목의 경우 단체 후원과 무명선수 발굴 후원으로 세분화하여 비교 분석하였으며, 스폰서십의 성과지표로 단기적 마케팅 관점에서 주로 활용되었던 구매의향이 아닌 대학생들의 가장 큰 관심사인 취업과 관련하여 취업선호도에 미치는 영향을 분석하였다. 본 연구를 위해 대학생 648명을 대상으로 설문조사를 실시하였으며, SPSS ver.15.0, AMOS 7.0을 활용하여 데이터를 분석하였다. 그 결과는 다음과 같다. 첫째, 후원 종목 인기도나 스폰서십 유형에 관계없이 스포츠 스폰서십은 후원 기업에 대한 기업이미지와 태도뿐 아니라 취업선호도에 긍정적인 영향을 미쳤다. 이는 기업이 진정성 있는 스포츠 스폰서십을 통해 기업의 지속성장성의 주요 요소이자 공유가치창츨을 위한 전략수립의 근간인 인재확보 차원에서도 성과를 거둘 수 있음을 시사한다. 둘째, 비인기종목 단체 후원 혹은 유망한 무명선수 후원은 인기종목 후원 대비 더 긍정적으로 평가되었다. 이는 비인기종목 후원이 인기종목 후원 대비 더 진정성 있는 활동으로 평가받아 후원활동을 통해 더 긍정적인 효과를 거둘 수 있음을 보여준다. 인기종목 후원의 경우, 좋아하는 종목을 후원하는 기업에 대한 전반적인 선호도가 취업선호도에 강하게 작용한 반면, 비인기종목 후원은 후원 활동을 통해 기업의 신뢰성, 사회적기여, 지속성장성의 이미지가 강화되고 이렇게 제고된 이미지가 취업선호도에 미치는 영향이 강하게 나타나 특정 종목 혹은 팀의 팬을 넘어선 폭넓은 대상에게 더 심층적으로 영향을 미칠 수 있음을 시사한다. 다만, 비인기종목 후원이 효과를 거두기 위해서는 후원활동을 적극적으로 알릴 수 있는 소통의 플랫폼 마련이 요구된다. 셋째, 취업선호도에 영향을 미치는 지속성장성 이미지에서 유망한 무명선수 발굴 후원은 비인기종목 단체 후원 대비 더 긍정적으로 평가되었으며 스폰서십 전반에 걸친 평가에서도 비인기종목 단체 후원 대비 더 긍정적으로 평가되었다. 이는 후원 활동에 있어서 단순한 브랜딩이나 일방적인 지원을 통한 ‘착한기업’이미지 제고를 넘어서 중장기적 관점에서 선수를 발굴하고 기업과 선수가 함께 성장할 수 있는 후원방식에 대한 고민이 요구됨을 시사한다. 엘리트체육과 생활체육의 통합으로 인한 리그체육의 활성화에 유망한 무명선수 발굴 후원은 다양한 체육지도자의 양성이라는 측면에서 기여할 수 있을 것이며 이를 통해 선수 자신에게도 지속성장의 기반을 제공해주고, 대학생을 비롯한 소비자들의 리그체육 참여 확대는 기업에게도 새로운 비즈니스를 창출할 수 있는 기회를 제공할 수 있을 것이며, 대학생들을 위한 또 다른 일자리 창출에도 기여할 수 있을 것이다. 이러한 활동을 전파할 수 있는 다양한 소통의 플랫폼 마련에 대한 고민이 병행된다면 스포츠, 기업, 대학생 모두에게 도움이 되는 공유가치를 창출할 수 있는 선순환 구조는 더욱 강화될 것이며, 모두의 지속성장을 위한 발판이 마련될 수 있을 것이다. 한편, 스포츠 스폰서십은 후원 종목 인기도나 유형에 관계없이CSR활동 기업 선호성향이 강한집단에서 약한집단 대비 전반적으로 더 긍정적으로 평가되어 향후 기업의 사회적 책임과 공유가치창출에 대한 관심이 확산됨에 따라 진정성 있는 스폰서십 활동에 대한 요구가 더 강화될 것으로 보인다. 향후 학계의 연구에서도 기존의 마케팅적 성과 위주의 스폰서십 효과 연구에서 벗어나 변화되는 스폰서십의 목적과 타겟에 맞는 성과측정지표 개발과 함께 다양화된 스폰서십 대상과 유형에 대한 비교 분석을 통한 종합적이고 선제적인 연구가 요구된다. | The Korean sports sponsorship market has been changing : the major sponsor like Samsung raises questions about the effect of sports sponsorship in terms of brand marketing and consumers come to have negative view points on sponsorship due to the over-exposure of sponsor brands on the venues and athletes’ uniforms and have more positive attitude toward non-commercialized sports sponsorship. In addition to that, the consolidation of the elite sports and the sports for all requires new perspective and strategies for sports marketing. The purpose of this study is to contribute for the corporate to developing the strategies which can create the shared values for sports, sponsors, and consumers. Also, this study is to make an academic contribution for the sports sponsorship study by suggesting new perspective with new performance measurement index and multiple comparisons among sponsorship types for more comprehensive study. This study surveyed 648 college students and SPSS ver.15.0 and AMOS 7.0 are used for the analysis. The survey results were analyzed to figure out the differences of the job preference and the perception of sponsorship and sponsor according the sports event popularity and sponsorship type. Also, the causal paths among the job preference, the perception of sponsorship and sponsor are analyzed. The results of the survey on the sponsorship of the popular sports are compared with that of the sponsorship of the non-popular sports and the results of the survey on the sponsorship of the non-popular sports organization are compared with that of the unknown athletes. Since the number one priority of the college students is getting a job, this study takes the job preference as the performance measurement index of sponsorship instead of the purchase intension which is used for most previous studies of sports sponsorship. The results of this study are as followings. First, the sports sponsorship has positive influences on the job preference as well as the corporate image and attitude regardless of sports event popularity and sponsorship type. This implies that the sports sponsorship can pay off for securing talents which is one of the key elements for corporate’s sustainable growth. Second, the sponsorship of non-popular sports can get more positive results compared with the sponsorship of popular sports. The college students attribute the motive of non-popular sports sponsorship to more trustful and altruistic one compared with that of popular sports sponsorship. This results in more positive perception of sponsor as well as sponsorship itself. To get these positive results, a sponsor needs to develop the communication channels to maximize the consumers’ awareness of the sponsorship. Third, regarding the sustained growth image, the survey results of the sponsorship of unknown athlete is more positive than that of the sponsorship of non-popular sports organization. It is required for a sponsor to discover talented athletes and support them continuously in a way to create mutual success for both of athletes and sponsors, instead of providing the athletes just monetary supports to get a ‘Good Company’ image or focusing on brand exposure. By incubating potential physical directors, the sponsorship of unknown athlete would be able to contribute to the invigoration of league sports. This would provide the sponsor the potential opportunities for creating a new business and for college students it would be able to provide new jobs. This virtuous circle would be strengthened by developing various communication tools which can disseminate these positive outcomes, and this circle could work as a basis of the sustainable growth of sports, sponsor and consumers. In addition to these three key findings, this study shows that regardless of the popularity of sports event and the sponsorship type, the sports sponsorship is evaluated more positively by the group who has strong preference to the corporate which fulfill the social responsibility than the group who has relatively weak preference to those corporates. This indicates that more trustful and altruistic sponsorship would be required as the consumers’ concerns over corporate social responsibilities increases. For the future study, new performance measurement index of sports sponsorship based on the target and the purpose of various sports sponsorship, not limited to the marketing performance, would be required as well as the more comprehensive studies which compare and analyze the outcomes of various types of sports sponsorship at the same time.; The Korean sports sponsorship market has been changing : the major sponsor like Samsung raises questions about the effect of sports sponsorship in terms of brand marketing and consumers come to have negative view points on sponsorship due to the over-exposure of sponsor brands on the venues and athletes’ uniforms and have more positive attitude toward non-commercialized sports sponsorship. In addition to that, the consolidation of the elite sports and the sports for all requires new perspective and strategies for sports marketing. The purpose of this study is to contribute for the corporate to developing the strategies which can create the shared values for sports, sponsors, and consumers. Also, this study is to make an academic contribution for the sports sponsorship study by suggesting new perspective with new performance measurement index and multiple comparisons among sponsorship types for more comprehensive study. This study surveyed 648 college students and SPSS ver.15.0 and AMOS 7.0 are used for the analysis. The survey results were analyzed to figure out the differences of the job preference and the perception of sponsorship and sponsor according the sports event popularity and sponsorship type. Also, the causal paths among the job preference, the perception of sponsorship and sponsor are analyzed. The results of the survey on the sponsorship of the popular sports are compared with that of the sponsorship of the non-popular sports and the results of the survey on the sponsorship of the non-popular sports organization are compared with that of the unknown athletes. Since the number one priority of the college students is getting a job, this study takes the job preference as the performance measurement index of sponsorship instead of the purchase intension which is used for most previous studies of sports sponsorship. The results of this study are as followings. First, the sports sponsorship has positive influences on the job preference as well as the corporate image and attitude regardless of sports event popularity and sponsorship type. This implies that the sports sponsorship can pay off for securing talents which is one of the key elements for corporate’s sustainable growth. Second, the sponsorship of non-popular sports can get more positive results compared with the sponsorship of popular sports. The college students attribute the motive of non-popular sports sponsorship to more trustful and altruistic one compared with that of popular sports sponsorship. This results in more positive perception of sponsor as well as sponsorship itself. To get these positive results, a sponsor needs to develop the communication channels to maximize the consumers’ awareness of the sponsorship. Third, regarding the sustained growth image, the survey results of the sponsorship of unknown athlete is more positive than that of the sponsorship of non-popular sports organization. It is required for a sponsor to discover talented athletes and support them continuously in a way to create mutual success for both of athletes and sponsors, instead of providing the athletes just monetary supports to get a ‘Good Company’ image or focusing on brand exposure. By incubating potential physical directors, the sponsorship of unknown athlete would be able to contribute to the invigoration of league sports. This would provide the sponsor the potential opportunities for creating a new business and for college students it would be able to provide new jobs. This virtuous circle would be strengthened by developing various communication tools which can disseminate these positive outcomes, and this circle could work as a basis of the sustainable growth of sports, sponsor and consumers. In addition to these three key findings, this study shows that regardless of the popularity of sports event and the sponsorship type, the sports sponsorship is evaluated more positively by the group who has strong preference to the corporate which fulfill the social responsibility than the group who has relatively weak preference to those corporates. This indicates that more trustful and altruistic sponsorship would be required as the consumers’ concerns over corporate social responsibilities increases. For the future study, new performance measurement index of sports sponsorship based on the target and the purpose of various sports sponsorship, not limited to the marketing performance, would be required as well as the more comprehensive studies which compare and analyze the outcomes of various types of sports sponsorship at the same time.