Sponsorships HSS 3000/5263 Sport Marketing Dr. Brian Turner

Sponsorship Defined …investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies

Sponsorship Defined Sponsorship agreements –Right to use a logo, name, trademark –Right to an exclusive association –Right of entitlement –Right to use various designations or phrases –Right of service or right to use –Right to conduct promotional activities

Growth of Sponsorship $ million dollars $ billion dollars $ billion dollars

Growth of Sponsorship Ban on tobacco advertising Too much noise in print & electronic media Cost of advertising 1984 L.A. Summer Olympics Increased media interest in sport programming –More leisure time for individuals –Interest in sport –Less costly for networks –Growth of new media sources

Growth of Sponsorship Changes in governmental policies Marketing has become increasingly global

Growth of Sponsorship 1999 North American Sponsorship Spending by Type of Property Arts - Cause marketing - Festivals, fairs, and annual events - Entertainment tours and attractions - Sports -

Designing a Sports Sponsorship Program Sponsorship objectives –Increase public awareness –Competition –Image building –Reaching target markets –Relationship marketing –Become involved in the community –Generate media benefits –Achieve sales objectives –Secure entitlement or naming rights

Designing a Sports Sponsorship Program Naming rights –Naming rights are the most expensive sport marketing investment in the current marketplace, the best dollar- for-impression sponsorship bargain, and one of the most underutilized promotional assets in a companys arsenal

Sponsorship budgeting Appropriate sponsorship opportunities –Fan attendance/demographic profile –Cost/cost per number of people reached –Length of contract –Media coverage –Value-added promotions –Sponsorship benefits Designing a Sports Sponsorship Program

Appropriate sponsorship opportunities –Scope of sponsorship Designing a Sports Sponsorship Program

Determine athletic platform –Athletes –Teams –Sport/League –Event Specific athletic platform Implementation and evaluation Designing a Sports Sponsorship Program

Selling the Sponsorship Schedule a meeting with decision maker Listen 80% of the time; sell only when you have to Arrange a follow-up meeting Create a marketing partnership proposal Present the proposal as a draft Negotiate the final deal