Moving Away from Category Exclusivity Deals to Sponsorship Activation Platforms: The Case of the Ryder Cup

Abstract:

The word "golf" is blue (line 13).

Response: Thank you for pointing out this oversight. We have changed it to black colour in this revision.

Keywords:

To make the search easier I would add the word "golf".

Response: Thank you for the good suggestion! Accordingly, we have added “golf” in the keywords.

Introduction

A bibliographical reference is needed to justify these statements.

Line 38: In this way, sponsorship is a strategic approach to increasing brand awareness and stimulating financial growth.

Line 50: Instead, a growing number of sponsors seek ownership of specific activation platforms.

Response: In this revision, we have added citations and references to support the statements.

Line 38: In this way, sponsorship is a strategic approach for increasing brand awareness and stimulating financial growth [7].

Kim, H. Images of Stakeholder Groups Based on Their Environmental Sustainability Linked CSR Projects: A Meta-Analytic Review of Korean Sport Literature. Sustainability. 2017, 9, 1586; doi:10.3390/su9091586

Line 50: Instead, a growing number of sponsors seek ownership of specific activation platforms [11].

The Declining Popularity of Category Exclusivity. IEG Sponsorship Report. 2015. Available online: https://www.sponsorship.com/IEGSR/2015/06/15/The-Declining-Popularity-of-Category-Exclusivity.aspx(accessed on 20 August 2017).

Methods

It needs to be developed further.

Has any qualitative analysis software been used? Which one?

Response: Thank you for your suggestion. In this revision we have made efforts to substantially revise the methods section based on your valuable comments. For this qualitative study, we did not used a computer software because the number of interviews were seven individuals and the transcripts were deemed doable manually. We highlighted and cut the meaningful excerpts from the transcripts and glued them to index cards and then collated the cards by codes and ultimately comprehended and synthesised the information into themes.

I recommend making a table describing the subjects interviewed: entity, position in the company, age, years of experience, etc. And describe the average age, experience, etc.

In cases where qualitative methodologies are used, it is advisable to describe further the tools used (type and number of questions), as well as the procedure. In addition, the battery of interview questions should be included as an appendix. Finally, I would add the descriptive analysis of the responses once they have been categorised by similarity.

Response: Thank you for your suggestions. Yes, by closely following your recommendation, in the revised manuscript we have created Table 1 (see page 5) to describe the interview participants profile. Also, we have added interview questions into an appendix and further described the detailed interview procedure. Please see Page 5.

“The interview consent was sent to the interviewees by e-mail before the telephone interview was carried out, through which we made sure that the interviewees were informed of the research direction and interview purpose. The interview questions were of structured categories (19 questions for E&Y and SLI; 21 questions for VisitingScoltand; 20 questions for PGA European Tour and Gleneagles Hotel) (see Appendix i). To protect the business benefit of companies, confidentiality is specially mentioned in the consent, which emphasized that the relevant recording of the interview and internal documents would be kept in confidentiality. The right of withdrawal was also particularly stressed in the consent form. The overall consent form was aimed to ensure that any recorded contributions, in both written form and on recording tape of the interviews by the interviewer, were used in accordance with the wishes of the interviewee. After obtaining the permission from interviewees, the research was proceeded. Meanwhile, the entire article was written with respect to anonymity of the interviewees. All interview recordings and transcribing were confidentially maintained and safely guarded by the research team.”

Results and Discussion

It is recommended to separate these two sections independently. The results section should clearly indicate the results obtained in the research.

Categorisation and quantification of responses, etc.

Response: Following your direction, we have divided the results and discussion into separate sections. You can find the results section on page 6. Thank you!

A total of 132 meaningful sentences were extracts from the transcripts. The meaningful extracts were categorized into 11 groups as identified by code (i.e., the event back to the home of the golf; local people keen to involved in the event; good sponsorship opportunities; high degree of concern and exposure; support from multiple categories of sponsors and different activities; strict access and competition for each of the sponsor; good opportunities for sponsor; advertising strategy for sponsor and the application of social media for both sponsors; ambassador strategies; find and created the match points between the event and sponsors/focus on the leadership and team; make different parts get involved and carry on different activities). From the 11 groups of codes, five themes were generated, including sponsorship strategy (i.e., extraordinary sponsorship platform, positive sponsorship strategy, and sponsorship activations), positive social media strategy, ambassador strategy of E&Y during the event, positive influence of sport sponsorship on the internal marketing of SLI, and sponsorship evaluation of the event. 

Limitations

It is recommended to add these two subsections: Managerial Implications and Future Research Lines

Response: In the revised manuscript, we have provided several managerial implications; in particular, we have renamed the previous conclusion section as “conclusion and managerial implications.” Also, in the limitation section we have provided specific suggestions for future studies.

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References

The name of the journals must appear in their abbreviated format.

Response: Yes. Accordingly, we have changed the journals in their abbreviated form in the reference section. Thank you!

The title of the article suggests the topic.

The abstract reflects an overview of the content of the article, examining EY and SLI sponsorship activations at a Ryder Cup event in the UK.

The introduction logically describes sponsorship issues and refers to previous research on this topic.

Response: Thank you for pointing out positive aspect of our manuscript. In this revision, we have made strong efforts to address your concerns and suggestions, along with those of two other reviewers. We hope that our revision is satisfactory.

Considering that you have carried out a research, I recommend you to introduce the "research issue".

Response: Thank you for pointing this issue out. We agree that we need to better introduce the research issue. On page 2, we have added the following:

The Ryder Cup is one of the world’s largest sporting events; however, this event is relatively under-researched when compared to the Olympics or other mega sport events. As one of the premier professional golf events in the world, the Ryder Cup is especially attractive to sponsors. A recent Ryder Cup held in Scotland of the United Kingdom (UK) had five major sponsors. Two of the sponsors, Ernst & Young (EY) and Standard Life Investments (SLI), were in similar business categories (i.e., financial services), potentially creating a sponsorship conflict of interest. Examining this case of shared sponsorship spot would shed light on how sponsorship firms can compete and cooperate at the same time to achieve their promotional goals and each sponsorship can remain sustainable. One way is to move away from expensive category exclusivity sponsorship deals and pursue financial objectives through sponsorship activation. However, to date no study has examined the sponsorship activation strategies under a condition of potential conflict of interest due to co-sponsors. Therefore, the purpose of this study was to examine the sponsorship activations of EY and SLI by addressing four specific research questions.

The purpose of your research is to evaluate the effectiveness of sponsorship actions / campaigns following the use of marketing tools such as: sporting events, social media and others. The 4 objectives of the research are clear and well highlighted.

Response: We appreciate you for your positive comment and support of our research work!

The scientific organization of your article is not specified, please add this important paragraph.

Response: We have added the following:

Building on a comprehensive review of literature, a qualitative research investigation was conducted in this study. The literature review section provides specific information on Ryder Cup as a target of sponsorship, sport sponsorship activation, social media as a sponsorship activation platform, sponsorship evaluation, and identification of research gaps. The methods section covers data collection and analytical procedures. The results section summarizes themes inducted from the extracts derived from interviews. An extended discussion section offers insights into sponsorship strategies of Ryder Cup, social media development, event activation activities, managerial implications, identification of research limitations, and suggestions for future studies.

Literature Review summarizes aspects of previous research and their sources, critically evaluating the exclusivity of the product category, online corporate communication, etc. A lot of information provides a clear picture of the knowledge on the topic.

Response: Thank you for your positive comment!

The "Methods" section requires major changes.

A number of issues need to be clarified by answering the following questions:

Response: We appreciate you for your detailed comments and specific suggestions. In this revision, we have addressed all of your concerns and now the quality of this manuscript has been improved significantly. We thank you for that!

- how were the measuring instruments designed (questionnaire, interview guide)?

Response: We have substantially improved this section according to your suggestions. Please see on page 5. Also, we have added the interview questions in an appendix.

Primary data came from interviews by using non-probability purposeful sampling, which involved purposefully recruiting “the person in whom the researcher is interested, professes no representativeness” [42, p.137]. We collected information and ideas from relevant sponsorship stakeholders for the event, including Ryder Cup Director of the PGA European Tour, Client Relations Director of the European Tour & Ryder Cup, Director of Sport and Sponsorship at EY, Senior Golf Manager of VisitScotland, and General Manager of the Gleneagles Hotel, the golf event hosting resort (see Table 1). After contacting the interviewees by e-mail, we scheduled telephone interviews. The interview consent was sent to the interviewees by e-mail before the telephone interview was carried out, through which we made sure that the interviewees were informed of the research direction and interview purpose. The interview questions were of structured categories (19 questions for E&Y and SLI; 20 questions for VisitingScoltand and Gleneagles Hotel) (see Appendix i). To protect the business benefit of companies, confidentiality is specially mentioned in the consent, which emphasized that the relevant recording of the interview and internal documents would be kept in confidentiality. The right of withdrawal was also particularly stressed in the consent form. The overall consent form was aimed to ensure that any recorded contributions, in both written form and on recording tape of the interviews by the interviewer, were used in accordance with the wishes of the interviewee. After obtaining the permission from interviewees, the research was proceeded. Meanwhile, the entire article was written with respect to anonymity of the interviewees. All interview recordings and transcribing were confidentially maintained and safely guarded by the research team.”

- what research methods (quantitative, qualitative) were used?

Response: Thank you for your comment. We have provided more details in the methods section, which are on page 6.

Data analyses were conducted based on the ground theory, which served as basic phases of summarizing, comprehending, and synthesizing qualitative data from the interview [43]. To analyze the qualitative data from the interviews, we transcribed recordings. By using thematic coding, which is a generic method for analyzing qualitative data in an inductive way [44], we identified similarities and differences in the interview transcripts. We labeled similarities by using the inductive coding procedures. We then compared similar content, identified themes, and interpreted them in the context of literature for further discussions. The primary data were verified with the secondary sources in a rational way, which is beneficial to enhance the validity of the evidence [44].

- what is an “inductive inquiry process”? Cite studies that have used this process.

Response: Contrasting to deductive reasoning, an inductive inquiry process begins with observing the phenomenon, usually from individual cases. We followed Robson’s (2011) inductive inquiry process where sequentially the procedure is collecting data, analyzing patterns in the data, and then theorizing from the data. In the revised manuscript, we have added this citation as you recommended. Thank you!

- “Using an in-depth qualitative approach, we conducted a single case analysis to investigate” This formulation is very ambiguous. What type of qualitative research was used to evaluate sponsorship actions in Scotland? What should the reader understand by the expression "a single case analysis"? Maybe you meant "a single case study"?

Response: Thank you for your comment. Yes, here we mean a single case study. We have made changes to clarify the confusion.

- “Primary data came from interviews using non-probability purposeful sampling” How was the sample size determined? What is the researched community? What non-probabilistic sampling method was used (quota method or “snowball” method)?

Response: We have added the following:

Primary data came from interviews by using non-probability purposeful sampling, which involved purposefully recruiting “the person in whom the researcher is interested, professes no representativeness” [42, p.137].

Results and Discussion

4.1. Sponsorship strategy of the Ryder Cup

Line 241 “the General Manager of the Gleneagles Hotel stressed that the TV audience of the Ryder” is presented the opinion of a manager (qualitative aspect). How many managers were included in the sample?

Response: Thank you for your comment. We interviewed one general manager of the Gleneagles Hotel. This person was in charge of marketing and sponsorship; thus, we believe this individual’s insight was most critical and to a great extent, sufficient for this study.

A company's Sponsorship Strategy defines the framework in which the operational plans related to sponsorship are implemented. Why didn't the organizer present your opinions regarding the quality of the communication and marketing services offered during the event and the opinions of third parties (other managers involved)? Why didn't you highlight the effectiveness of your sponsorship strategy by fulfilling the objectives proposed during the Ryder Cup event?

Response: Thank you for your comment and we agree with your insight. Yes, it would have been great. This study was conducted after the event was completed and we were not able to obtain the related information. A major reason was that this study was not focused on assessing the quality of the communication and marketing services offered by the event. In the conclusion and managerial implication section of the revised manuscript, we have highlighted these issues and made a strong suggestion for future studies.

The article is interesting but needs major changes before it can be published.

Response: Thank you for all your positive comments and evaluation of our study! In this revision, we have substantially revised the manuscript based on your comment. We are indebted to your constructive suggestions.

The study consists of a qualitative study of sponsorship in the Ryder Cup. The manuscript is well structured and is scientifically sounded. The topic fits within the scope of the journal since it helps to reach more financially sustainable sponsorship firms. The work has clear implications for professionals in the field of marketing and for event managers, especially for the Ryder Cup organization. The introduction is clear and sets the fundamentals of the manuscript. The aim of the study as well as four research questions are clearly stated. The authors have included a deep and extensive literature review that allows a potential reader to easily understand the manuscript. The results are presented and discussed in an organized way. The conclusions are supported by the results. However, in my view, there are some aspects that would help to improve the manuscript:

Response: Thank you for your positive comments and evaluation. In this revision, we have made strong efforts to address your concerns and suggestions, along with those of two other reviewers. We have that our revision is satisfactory.

The authors have studied the 2014 Ryder Cup held in Scotland. Is there any reason for choosing this edition? Regardless of this, I believe the authors should clearly add the year of the edition (2014) for a better understanding of a potential reader.

The methods could be described in more detail. In qualitative research, it is highly important to clearly describe the. For example, were all the interviews performed by the same researcher or there were several researchers in charge of the interviews? What was the average duration of each interview? Please describe the details as much as you can.

Response: Thank you for your comment! The 2014 Ryder Cup was chosen because it was the event with main sponsors from same business categories breaking the category exclusivity deals.

We totally agree we need to add the year, 2014, to provide better research context to the readers. We have added this in the abstract and text.

Also, following your recommendation, we have significantly improved the methods section to provide more detailed information. Please see page 5.

“Considering the lack of previous research evidence and absence of available theoretical underpinning to guide the investigation, an inductive inquiry process was carried out in the current study. Using an in-depth qualitative research approach, we conducted a single case study to investigate into how sponsorship activations for a recent Ryder Cup event held in Scotland, UK contributed to the sponsor’s brand strategy and how opportunities and tensions emerged during sponsorship activation. We focused on two official partners of the event (i.e., SLI and EY). We relied on interpretivism, a research philosophy that permits exploration of realistic issues via multiple perspectives, which is to use several sources of data related to each case or cases. Therefore, we collected both primary and secondary data.

Primary data came from interviews by using non-probability purposeful sampling, which involved purposefully recruiting “the person in whom the researcher is interested, professes no representativeness” [42, p.137]. We collected information and ideas from relevant sponsorship stakeholders for the event, including Ryder Cup Director of the PGA European Tour, Client Relations Director of the European Tour & Ryder Cup, Director of Sport and Sponsorship at EY, Senior Golf Manager of VisitScotland, and General Manager of the Gleneagles Hotel, the golf event hosting resort (see Table 1). After contacting the interviewees by e-mail, we scheduled telephone interviews. The interview consent was sent to the interviewees by e-mail before the telephone interview was carried out, through which we made sure that the interviewees were informed of the research direction and interview purpose. The interview questions were of structured categories (19 questions for E&Y and SLI; 21 questions for VisitingScoltand; 20 questions for PGA European Tour and Gleneagles Hotel) (see Appendix i). To protect the business benefit of companies, confidentiality is specially mentioned in the consent, which emphasized that the relevant recording of the interview and internal documents would be kept in confidentiality. The right of withdrawal was also particularly stressed in the consent form. The overall consent form was aimed to ensure that any recorded contributions, in both written form and on recording tape of the interviews by the interviewer, were used in accordance with the wishes of the interviewee. After obtaining the permission from interviewees, the research was proceeded. Meanwhile, the entire article was written with respect to anonymity of the interviewees. All interview recordings and transcribing were confidentially maintained and safely guarded by the research team. Secondary data came from previous research findings, the official websites of the Ryder Cup, EY, and SLI, and some official event reports (e.g., Ryder Cup Legacy Story, Review of Ryder Cup, and Junior Report by the Chief Executive). We also examined internal documentation, such as sponsorship deals. Two academic journals, 13 websites, four official events reports, and four internal documents were examined.”

And page 6

Data analyses were conducted based on the ground theory, which served as basic phases of summarizing, comprehending, and synthesizing qualitative data from the interview [43]. To analyze the qualitative data from the interviews, we transcribed recordings. By using thematic coding, which is a generic method for analyzing qualitative data in an inductive way [44], we identified similarities and differences in the interview transcripts. We labeled similarities by using the inductive coding procedures. We then compared similar content, identified themes, and interpreted them in the context of literature for further discussions. The primary data were verified with the secondary sources in a rational way, which is beneficial to enhance the validity of the evidence [44].

Other comments

[Page 4, line 169] Please review the square bracket in the citation [5, 36].

Response: We have corrected it accordingly.

[Page 5, line 252] Please modify the citation Connolly and Connolly (2014) according to the journal guidelines.

Response: Thank you for comment! We have corrected it accordingly.

[Page 10, line 470] Please modify the citation Grainger et al. (2005) according to the journal guidelines.

Response: Yes, we have corrected it by following your direction.

[References] Please carefully review the journal guidelines for the references. For example, in journal articles, the number should not be included.

Response: Accordingly, in this revision we have thoroughly changed the formatting of the reference section.

The effort made by the authors is appreciated and the comments are expected to be useful. Congratulations on a nice job.

Response: We appreciate you for your positive evaluation. The quality of the manuscript has been substantially improved thanks to your valuable comments.