Unit 5, Lesson 1 Copyright (c) Texas Education Agency, All rights reserved.1 Sports and Entertainment Marketing Sponsorship

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SPONSORSHIP The act of providing financial or other support to a sport/event entity in exchange for public exposure Image(s): FreeDigitalPhotos.net

Why Companies Sponsor Copyright © Texas Education Agency, All rights reserved.

Increase Visibility Electronic and print mediaPublicityArticles, signage, human interest tiesNaming rights/ deals Copyright (c) Texas Education Agency, All rights reserved.5

Associate with Particular Lifestyles Building “equity” to create loyalty for their particular product Image(s): FreeDigitalPhotos.net Copyright (c) Texas Education Agency, All rights reserved. 6

Business to Business Marketing Competition for shelf space and end- aisle displays Helps improve a relationship with other businesses, specifically retailers who sell their product Copyright (c) Texas Education Agency, All rights reserved. 7

Hospitality and Entertainment Develop network opportunities The luxury suite has become satellite offices for owners Copyright (c) Texas Education Agency, All rights reserved. 8

Opportunities to Merchandise Sports related merchandise Develop promotions at POP -point of purchase Branded or co-branded merchandise Through giveaways or a sales promotion Copyright (c) Texas Education Agency, All rights reserved. 9

Show off a Product or Service Call attention to specific product benefits The value of a sponsorship increases when your product is in use or can be seen during the event Copyright (c) Texas Education Agency, All rights reserved. 10

Drive Sales Expected to “move“ product –Bounce back coupons Image(s): FreeDigitalPhotos.net Copyright (c) Texas Education Agency, All rights reserved. 11

Distinguish from the Competition Company differentiation Category exclusivity –Company locks out the competition and creates the position of being the only sponsor from their industry for a particular event Image(s): FreeDigitalPhotos.net Copyright (c) Texas Education Agency, All rights reserved. 12

Sponsorship Makes Effective Promotional Opportunities Sports has a high level of brand loyalty Sponsorship allows companies to reach segments they normally would not Sponsorship is seen as a creative and more subtle strategy than the more traditional forms of marketing Copyright (c) Texas Education Agency, All rights reserved.13

Sponsorship Strategies Levels of Involvement – –Title sponsor -A company that pays a team or organization money to have their name listed as part of the event name –XYZ Championship - Presenting sponsor –The #1 Club “presented” by… – –Sponsor of a section –The ABC Club – –In kind sponsor -Items that are traded out for a cash sponsorship Image(s): FreeDigitalPhotos.net/ Copyright (c) Texas Education Agency, All rights reserved. 14

Sponsorship Opportunities Names on trophies Mentioned in news release Formal recap/evaluation Cover all legal issues Number of tickets Parking passes Program/press guide/team publication ads Scorecard ads Scoreboard and PA exposure Publicity Promotional vehicles (on-site) Stadium nights Team milestones –100 th TD, player of the game, etc. Unique gimmick opportunity Contests or sweepstakes On premises pre- and post- game parties Player appearances /clinics Stadium club memberships, skyboxes, etc. Copyright (c) Texas Education Agency, All rights reserved. 15