1. 4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge presentation given at the University of Nevada Las Vegas April 6, 2010 Sources of the powerpoint presentation:Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill, 2010

2. 4-2 The Sponsorship Process SPONSOR organisation, individual ACTIVITY / EVENT PERSON / GROUP Financial or non-financial support Contribution to communication objectives MEDIA TARGET OF SPONSORSHIP DEAL MEDIA ACTIVITYSPONSOR

3. 4-3 Key Sponsorship Concepts Participants –Sponsor – Party Seeking Association (Visa) –Sponsee – Property Owner (e.g. FIFA) Linkages –Self-Evident – adidas products used in event –Strategic – Visa Credit Cards and FIFA have similar target markets Leveraging –Efforts to Support One’s Sponsorship with Additional Strategic Initiatives (i.e. Event-Oriented Advertising)

4. 4-4 Example of Leveraging

5. 4-5 Venue Naming Rights Building Sponsorship Sponsor Pays to Have Its Name Attached to a Facility for A Specified Period of Time Many Types of Facilities beyond Sports Percent of Major US Professional Teams Playing in Venues with Corporate Sponsor –30% in 1997 –69% in 2007

6. 4-6 Allianz Arena München

7. 4-7 Sponsorship vs. Advertising 2 pictures

8. 4-8 Sponsorship vs. Advertising Which was the name of the sponsor?

9. 4-9 Sponsorship vs. Advertising 2 pictures

10. 4-10 Advertising’s Advantages Persuasive Message –Words and Images Used to Convey Ideas Standardization –Everyone Receives an Identical Message Guaranteed Size of Audience Reached –Circulation; TV Ratings; Radio Ratings

11. 4-11 Sponsorship’s Advantages Credibility, Emotion Internal Morale Sales Opportunities Overcome Advertising Restrictions –Bans against Tobacco Advertising Cut Through Advertising Clutter –Not Competing with Broadcast Advertising Reach Small Segments and Niches –Small Specialized Properties (local festival)

12. 4-12 Worldwide Sponsorship Investments Worldwide Sponsorship Investments Source: different sources, especially IEG. (in billion USD)

13. 4-13 Sponsorship Spending Worldwide Sponsorship Spending Worldwide Source: 2007 IEG Sponsorship Report (sample issue), p. 1 and 4.

14. 4-14 Sponsorship Objectives Brand image Brand awareness Personnel motivationSales Relation- ship building Product demonstration Corporate image Corporate awareness

15. 4-15 Sponsorship Components Category Exclusivity Signage Right to Use Event Trademarks and Logos Distribution Rights Hospitality Areas Complimentary Advertising Free Tickets

16. 4-16 Sponsorship Components (Cont’d) Right to Purchase Additional Tickets Link on the Event Web Site (Sponsorship) Designation Inclusion in Event Promotions Access to Property Mailing List / Database Right of First Refusal

17. 4-17 Which Components Are Most Valuable?

18. 4-18 IMC including sponsorship AdvertisingPRSales promotion Sponsorship TV Magazine Newspaper Coupon Sweep- stakes Push money Press conference Website

19. 4-19 IMC including sponsorship AdvertisingPRSales promotion Sponsorship TV Magazine Newspaper Coca Cola: TV ads That feature soccer Coupon Sweep- stakes Push money Press conference at Augusta Master’s Press conference Website GM gives away NFL posters

20. 4-20 Sponsorship Categories (US) Numbers for 2008 Sports (69%) Entertainment, Tours & Attractions (10%) Cause-Related Marketing (9%) The Arts (5%) Festival, Fairs & Annual Events (4.5%) Associations and Membership Orgs (3%) * Rounding creates small statistical error (IEG)

21. 4-21 Sponsorship Categories (Europe) Sports sponsorship (60-70%) Arts / cultural sponsorship (15-20%) Social sponsorship (10-15%) Environmental sponsorship (< 5%)