1. Explain the nature of SPONSORSHIP
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Employ sales-promotion activities to inform or remind customers of business/product
Explain the nature of SPONSORSHIP
in SEM industries

2. What is Sponsorship? Sponsorship:
Providing financial or other support to a sport/event in exchange for recognition
Two or more parties benefit from the arrangement in the form of a partnership
Sponsors want recognition & affiliation

3. Successful Sponsorships
The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them = their target market

4. BENEFITS of Sponsorships
Public and Community relations = Increase of Brand Image
Brand recognition directly with your Target Market
Sales and profits through affiliation & brand awareness
Market Share and/or introduce new products
Enter new markets

5. RISKS of Sponsorships Losing Streak Too many sponsors at one event
Could create a bad image and your associated with it
Example: Super Bowl wardrobe malfunction in 2003
Could encounter Ambush Marketing
Ambush marketing is when a company will expose their products/logo at an event without authorization or payment LEGALLY
Goal of ambush marketers is to encourage fans to view it as a sponsor
Example: Coke is a sponsor but Pepsi is outside the event handing out free Pepsi tees or coolies

6. EXCLUSIVITY in Sponsorships
When a business purchases the rights to be the only one of its kind to sponsor a sport entity
Example: You will not find Coca-Cola and Pepsi sponsoring the same event

7. PARTNERSHIPS Relationship between sponsor and sponsee
Communication and develop partnership
Ongoing dialogue to expand relationship
Both parties benefit

8. Sponsorship Contracts
SPONSORSHIP PROPOSAL: includes information about cost,
marketing opportunities, audience demographics, conflicts and
time parameters
Formal contract: spells out exactly what each party will do
(Avoid legal conflict)

9. Why Should EXPLOIT your Sponsorship
EXPLOITING THE SPONSORSHIP = ADVERTISING YOUR SPONSORSHIP
If a business spends all of their marketing budget on sponsorship fees = No money left over to advertise the sponsorship
If target market is not aware of sponsorship, then sponsorship is wasted money!