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Sponsorship Sports Marketing Mrs. Wilson. Q.O.D. 10/16/13 What’s most important or beneficial to someone running an event? The consumer (the sports or.

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Presentation on theme: "Sponsorship Sports Marketing Mrs. Wilson. Q.O.D. 10/16/13 What’s most important or beneficial to someone running an event? The consumer (the sports or."— Presentation transcript:

1 Sponsorship Sports Marketing Mrs. Wilson

2 Q.O.D. 10/16/13 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 Visa Leveraging 2000 Olympic Summer Games, Sydney Australia

7

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 1. Sponsorship Goals 2. Sponsorship Budget 3. Sponsorship Acquisition 4. Implementing & Evaluation

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

11 Goal Examples Direct 1. Increase sales ( can be measured) Indirect 1. increase awareness 2. be competitive 3. reach the target market 4. build customer relationships 5. 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 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 1. Fund for the primary sponsorship Pepsi: Major League Baseball $80,000,000 over 5 years

14 Sponsorship Budgeting 2. 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 Card s

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


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