1. Sponsorship
Sports Marketing
Mrs. Wilson

2. Q.O.D. 10/16/13 The consumer (the sports or event fan)
What’s most important or beneficial to someone running an event?
The consumer (the sports or event fan)
The event itself
The sponsor of the event

3. $$$$$$$
$$$$$$$
Event Triangle

4. Sports Sponsorship Defined:
Investment in a sports entity or property to achieve organizational goals
Examples--> Bank of KY Center & Staples Center
Signature Sponsor

5. Sponsorship Leveraging
Leveraging: getting as much as possible from a sponsorship agreement

6. 2000 Olympic Summer Games, Sydney Australia
Visa Leveraging
2000 Olympic Summer Games, Sydney Australia

8. Drawbacks to Sponsorship
Becoming common
expensive ($4M for 30 sec on Super Bowl)
clutter
negative publicity- what if they break the law?
Think of an example...

9. Sponsorship Process Sponsorship Goals Sponsorship Budget
Sponsorship Acquisition
Implementing & Evaluation

10. Sponsorship- Goals of Sponsorship
Direct or Indirect
Tangible or Intangible
easily measured or not able to measure?

11. Goal Examples Direct Increase sales ( can be measured) Indirect
increase awareness
be competitive
reach the target market
build customer relationships
develop our image

12. Sponsorship Exclusivity
Exclusivity in Sponsorship is in “Categories”
Example: Fast Food, Non-alcoholic beverages, banking
Events
want narrow categories for exclusivity
Sponsorship Exclusivity
Sponsors
want broad categories for exclusivity

13. Sponsorship Budgeting
Funding the Sponsorship & Promotions
Funding by same means as in Promotion
Competitive parity
arbitrary allocations
percentage of sales
objective & task
Fund for the primary sponsorship
Pepsi: Major League Baseball
$80,000,000 over 5 years

14. Sponsorship Budgeting
Fund the Co-Promotions
Frito-Lay Promotions & bags
Pepsi Lipton Tea & MLB Homerun Derby
Subway Signage & Promotion of MLB All-Star Balloting
“Catch the Season” Pepsi Product Promotions
NASCAR & Britney Spears Ticket Prize Packages
Cracker Jack Snack Sales & Trading Cards

15. Sponsorship Acquisition
Determine Scope
global, international, national
regional, local
Determine Athletic Platform
the team, the event, or athlete
Select by:
budget & feasibility of platform
geographic scope of the sponsorship
sponsorship objectives

16. Sponsorship Opportunity: ASPEN SCHOOL OF MUSIC BENEFIT

17. Running & Evaluating the Sponsorship
Defined:Pre & Post Event Measurements.
How did we do?

18. Why Sponsors Fail???? No Budget Not Long Term (they do it once)
No measurable objectives
too brand-centric
too much competition
failure to excite the sales chain
insufficient staffing
buying at the wrong level
no local extensions