From the crowdfunding of sport to shared sponsorship

The rise of crowdfunding as a way of funding sport projects has prompted numerous companies to become involved in these campaigns. This paper explores a model of crowdfunding in which a sponsor company supports individual projects. A qualitative study based on interviews with crowdfunding executives showed that campaigns are more likely to be successful if they include a sponsor company, and that crowdfunding platforms and the projects they support have become a new interactive, online communication tool for sponsors. Our data revealed four modes of corporate involvement in crowdfunding and fourteen objectives companies hope to achieve through this involvement. Three of these objectives can be attained exclusively via this communication tool. In addition, companies focus on five “success factors” when deciding whether or not to sponsor a crowdfunding campaign. This model of corporate-supported crowdfunding is creating a new paradigm of “shared” (by a community) sponsorship that will complement the current system of “confined” (to specific companies) sponsorship.

Paradigma Baru Sponsor sebagai Mitra Penyelenggaraan Event

The goals of this article is to know why sponsorship only to be viewed as sources of funding to implement the public relation events or marketing communication events. Method used in this article is qualitative method research to be based on observation, library study and content analysis. The result of this research seems that change happened in role of sponsorship from only fund source to become a partner of cooperation (mutual symbiotism) between sponsor and event organizer. This article exploring the change of sponsorship concept from only looking for sponsor as an activity of fund mobilitation to become a partnership cooperation between event organizer and sponsor company. The mean of sponsor itself beside the fund supporter, they are also a side who takes mutual benefit from the cooperation. Conclusion, any close relationship (mutual benefit) between two sides who take cooperation in event implementation (sponsor and event organiser).