1. Marketing Through Sports
Sports Marketing
Marketing Through Sports

2. Marketing THROUGH Sports
Marketing of Non-Sports products or services using sports as a media
Using a team or event for marketing 12

3. What is Marketed at Sports Events?
Sponsor products or services
Traded products or services
Public Service Announcements (Ideas)

4. Borrowed Equity
Where a sponsor utilizes the appeal and draw of an existing event to develop an image for its products or services with the audience 13

5. Role of Sponsorship DEFINED:
Investment in a sports entity or property to achieve organizational goals

6. Goals of Sponsorship Goals are either: Direct – easily measured
“tangible”
What can be measured?
Indirect – not easily measured
“intangible”
What can be “felt” but not measured?

7. Goals of Sponsorship Which goal is DIRECT? Increase Sales
Increase Awareness
Be Competitive
Reach the Target Market
Build Customer Relationships
Develop Image
Which goal is DIRECT?

8. Why They Sponsor Sponsor Profit
Projected revenue from sports leagues, teams, & events for 2005 with percent change in year.
SPORT 2005 REVENUE 2004 CHANGE
NFL $560M 23.1 %
PGA $900M 17.0 %
NBA $360M 16.1 %
MLB $380M 11.8 %
NHL $230M (strike)
--USA TODAY, 10/14/2005, 5B

9. What event or who do I sponsor? Match-Up Hypothesis
The idea that the sponsor should match up with the appropriate Target Market of the Sports Property
Acquisition Consideration

10. Ambush Marketing
Company’s capitalizing on a particular event without paying any sponsorship fee

11. Concerns with Ambush Marketing
Could be illegal-like piracy or copyright or trademark infringement.

12. Signature Sponsor
The main sponsor of an event or arena Pays for the Naming Rights of event
Events will separate sponsorship levels
Usually named by value invested
Platinum + Gold + Silver + Bronze . . .
Sometimes called a “Title Sponsor”

13. Sponsorship Levels
Champion
Promoter
Advocate
Supporter

14. Sponsorship Levels Title Founding Gold Silver Bronze Fun Run Post Race
Pace Team

15. How Sponsorship Is Outsourced
IMG
Look up IMG on the internet and summarize what they do.
Schoolawards.net
Gold Sponsor
Platinum Sponsor
Silver Sponsor