1. 5.03 Discuss the use and importance of Sponsorships and Endorsements

2. SPONSOR:
A business, person, organization, that finances a sports or entertainment entity
Financing can be in the form of money, products, equipment, services, or any combination of the four

3. SPONSORSHIP
Financing of a sports or entertainment entity (athlete, team, concert, or event) by a business in return for recognition affiliation

4. Reasons for Sponsoring SEM Events
Increase sales and profits through affiliation
Increase market share for existing products and services
Introduce new products or services
Increase brand awareness and company image

5. Reasons for Sponsoring SEM Events
Enter and reach new target markets
Build and maintain relationships with customers
Build and maintain goodwill within the community

6. Reasons for Sponsoring SEM Events
Entertain clients, employees, or potential customers
Entertain existing customers, potential customers, or employees and their families

7. Types of Sponsorships
Barter Sponsorships –company doesn’t pay for the sponsorship solely with monetary compensation
Also referred to as “in-kind”
Example – Sponsoring a little league team; company pays for equipment and uniforms in return for their name/logo on the team’s uniforms

8. Types of Sponsorships
Endorsements – also called testimonials are personal recommendations regarding the use or quality of a good or service
Consumers are more likely to purchase a good or service if a celebrity endorses it
For example, Dennis Franz using Nextel phones in commercial

9. Types of Sponsorships
Naming rights – contractual agreements between a sponsor and a venue or event
Company or organization will sponsor a sports or entertainment facility or event
In return, company or organization’s logo will appear in affiliation with the facility or event

10. Types of Sponsorships Naming rights Examples include:
Fed-Ex Orange Bowl in Miami
Coca-Cola 600 at Lowes Motor Speedway

11. Personal Services Agreement
Are contracts between a company and a celebrity
for the endorsement of a good or service

12. Personal Services Agreement – Obligations May Include:
Hours the celebrity has been contracted
Does the celebrity have the right to refuse an engagement?
How far in advance must engagement be scheduled?
Is there a minimum/maximum amount of time a celebrity must spend at any single event?

13. Personal Services Agreement – Obligations may Include:
What type of travel and hotel accommodations will be provided?
What affect does immoral conduct by the celebrity have on the agreement?
Is the contract related to the overall achievement of the celebrity?