–What is sponsorship?

Sponsorship is a form of marketing in which companies attach their name, brand, or logo to an event for the purpose of achieving future profits Sponsorship is not the same as advertising –Advertising is more direct and aims to stimulate a purchase in the short term –Sponsorship aims to generate a bond between company and customer

Sponsorships provide a partnership between two parties –Sports and entertainment properties need sponsors to provide financial support, products and services –Sponsors need sports and entertainment properties to provide an effective marketing tool –For sponsorship to be effective, it must make sense for each party involved

Local business sponsoring a little league team –Business will pay for uniforms –Business will put name on the uniform

Ford Motor Company paying $1 million for the naming rights to Ford Field in Detroit

THE OPENING Every year, 150 elite high school football players come to Nike to compete in three tough-as-nails competitions Mountain Dew sponsoring the Action Sports Tour

Right to use team or event marks, logos, names, or trademarks Exclusivity provides a sponsor the unique opportunity to be the only company

Right to use various designations or phrases –“Official broadcaster of…” –“Official product of…” –“Official sponsor of…” –“Presented by…”

Additional forms of company exposure and media time (billboards, commercials)

Competitive Eating!!! joins-nathan-in-hot-dog-eating- sponsorship/1ED4D650-A7BE- 471C-B051- CBF0CD5C07B6.html#!1ED4 D650-A7BE-471C-B051- CBF0CD5C07B6http://live.wsj.com/video/pepto- joins-nathan-in-hot-dog-eating- sponsorship/1ED4D650-A7BE- 471C-B051- CBF0CD5C07B6.html#!1ED4 D650-A7BE-471C-B051- CBF0CD5C07B6

Right to conduct promotional activities

Product and merchandise (game tickets, licensed merchandise)

Reach consumers by appealing to their lifestyle Reach special segments in their element –Equestrians in the field –Skiers on the mountain –Sailors on the ocean

1.To increase sales 2.To introduce a new product or service to a large audience 3.To compete where many potential customers are in one place 4.Right to use various designations or phrases 5.To be identified with an event in which the target market is interested - Associate with particular lifestyles 6.Product and merchandise (game tickets, licensed merchandise) 7.To earn the goodwill of the audience and their commitment to the community 8.To enter new markets 9.To entertain clients, employees, or potential customers 10.Right to conduct promotional activities 11.To enhance the company’s image 12.Exclusivity Rights

What was the top 2 reasons for Rust eze to want to sponsor Lightning McQueen?

Create your own Nascar CAR!

For today – 3 Sponsors with explanations Open Word - Change the document to be landscape Find a race-car for you to “decorate” with sponsors –Today you need 3 but you will end up with a total of 10 –You will copy and paste the logo’s of your sponsor on the car In a second document – Once you have chosen your sponsors, evaluate the purpose of sponsorship based on the list –Your evaluation should explain the purpose of the sponsorship from your sponsor’s perspective.