The presentation overviews a model of the creation of commercial sports sponsorships, and the adaptation of the commercial sponsorship strategy for the endorsement of social marketing campaigns through the lifestyle sponsorship concept

1. Lifestyle Sponsorships Social Change through sports sponsorship Dr Stephen Dann The Australian National University

4. Sponsorship Framework

6. Lit.Review Illustrated

7. Sport and Social Change

11. Relevance of Lifestyle Sponsorship Event Non Event Relevance Functional Similarity Image Similarity ? Event Image / Team Image Celebrity Association Sponsee's personal life

12. Relevance of Sportspeople for Sport Event Non Event Relevance Functional Similarity Image Similarity Sport Sport team Sports team membership Sports training

13. Relevance of Sports People For Sex / Alcohol / Any other Scandal in a standard work environment Sports Event Non Event Relevance Functional Similarity Image Similarity NONE NONE “ Celebrity” Association Sponsee's personal scandal Summer’s non-sport related scandal

14. Adapting to the Lifestyle Sponsorship Model The Model as it stands…

15. Lit.Review Adapted

16. Relevance

19. From here…