1. Chapter 9 Sponsorship, Corporate
Sponsorship, Corporate Partnerships, and the Role of Activation
Chapter 9 Sponsorship, Corporate

2. Sponsorship Defined
The acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.
Sponsors use their relationship to achieve promotional objectives or to facilitate and support their broader marketing objectives.

3. Table 9.1

4. Sponsorship
The rights derived from the sponsor relationship may include the following:
Retail opportunities
Purchase of media time
Entitlement
Contests or sweepstakes
Endorsements
Logo placement on uniforms or apparel
Hospitality
Website access

5. Activation Defined
The marketing activities that a company conducts to promote its sponsorship.
Activation is commonly referred to as leveraging or bringing a brand to life by creating a variety of means to interact with a target market.
Money spent on activation is over and above the rights fees paid to the sponsored property.

6. Reasons for Growth in Sport Partnership
Shift in marketing spends by tobacco and alcohol manufacturers
Decreased effectiveness of advertising in print and television
Lower cost and increased exposure compared with traditional advertising
(continued)

7. Reasons for Growth in Sport Partnership (continued)
Commercial success of 1984 Los Angeles Olympic Games
Increasing number of television channels devoted to sport programming
Technological developments leading to the portability of sport through mobile devices
(continued)

8. Reasons for Growth in Sport Partnership (continued)
Emergence of new sport offerings and the importing of programming from other countries
Popularity of sport-themed video gaming and fantasy sports
Globalization of sport

9. Common Sponsor Objectives
Increase public awareness of the company, the product, or both
Alter or reinforce public perception of the company
Identify the company with particular market segments
Involve the company in the community
Build goodwill among decision makers
Generate media benefits
(continued)

10. Table 9.5

11. Sponsor Activation: Creating Interactive Marketing Platforms
Sponsors and properties face the challenge of developing better activation strategies to help consumers build the link between the property and the sponsor.
Social media is quickly becoming a top activation outlet for sponsors:
(continued)

12. Selling the Sponsorship
Make comprehensive list of inventory.
Establish list price for items in inventory.
Conduct research of sponsorships sold in the market and identify prospects that would be likely to have an interest.
Establish packaging discount policies.
Determine or recognize real costs of items.
(continued)

13. Selling the Sponsorship (continued)
Establish sales strategy.
Initiate sales process.
Work from larger sponsorship proposals (major corporations) to smaller proposals and corporations.
Pit competitors to create bidding environment.

14. Eight-Step Process of Sponsorship Sales
Research category and prospect within that category.
Schedule meeting with sponsorship decision maker.
Hold preliminary meeting; listen more than talk.
Arrange follow-up meeting.
(continued)

15. Eight-Step Process of Sponsorship Sales (continued)
Create a marketing partnership proposal.
Present proposal in draft form to allow negotiation.
Negotiate final deal.
Introduce client to activation team.

16. Co-Op Sponsorship Agreements
The joining together of two or more entities to capitalize on a sponsorship or licensing opportunity
Allow companies to share the total cost of the sponsorship
Allow promotion of several product lines within the same corporate structure
Enable corporations to use existing business relationships
(continued)

17. Ethical Issues in Sponsorship
Questionable athlete behavior and its effect on endorsements
Potentially inappropriate sponsors for sport organizations
Commercial gambling providers
Alcohol manufacturers
Junk food manufacturers