1. 1.06 SPONSORSHIP

2. Sponsorship fastest growing promotional activities
People are receptive to companies that sponsor their teams/events.

3. Proper exploitation of sport/event sponsorships encourages people to buy products.
Sponsorships are available businesses everywhere and in all sizes.
Sponsors can find sport/event entities that meet their
marketing goals in all parts of the world and with
unlimited methods of sponsorship.

4. Local Sponsors
Small, local businesses typically sponsor local or regional teams to reach the people who buy their products.
To be competitive with large businesses for
sponsorship opportunities, a small business must have
the budget (money).

5. GOALS OF SPONSORSHIP
Create brand recognition and increase brand awareness.
Entertaining as it is, NASCAR sponsors want to improve brand recognition.

6. EXCLUSIVE
When a business purchases the rights to be the only one of its kind to sponsor a sport entity
The sponsor and a sport/event entity is a partnership

7. Who Benefits? The Sponsor, Sport/Event Entity, & Fans:
Sponsors - increased sales.
Sport/Event entities- financial support.
Fans – see teams or attend events.
Sport Event The Fans
Sponsor

8. What must smaller businesses have in order to compete with larger businesses for a sponsorship opportunity? a.Publicity b. Brand awareness c. Budget d. Exclusive rights

9. Creating a Sponsorship
1. The business contacts the sport/event entity.
The business may have a particular sport/event entity in
mind that is aligned with its brand image.
2. The sport/event entity contacts the business.

10. The Sponsorship Proposal
INCLUDES:
The cost
Marketing opportunities
Audience demographics
Example: Mountain Dew requires detailed
Information about the sponsorship, sponsorship costs,
marketing opportunities at the event, list of
committed sponsors, expected attendance at the event,
and audience demographics.

11. Terms of the Deal Written agreements between sponsor/
The business and sport/event entity must determine terms of sponsorship.
If the terms of a sponsorship proposal are not
acceptable, the business may try to NEGOTIATE.
Written agreements between sponsor/
sport/event is LEGALLY BINDING

12. considerations in sponsoring
OBJECTIVE B
considerations in sponsoring

13. Sponsorship Issues • Goals of sponsorship
• Reasons for selecting sport/event
• Sponsorship risks
Ambush marketing
Clutter
Guilt by association
Strikes
Losing streak
Exploiting the sponsorship

14. sponsorship goalS Increasing sales Gaining new customers
Reach Target Market
Keeping existing customers

15. AMBUSH MARKETING
A business that pretends to be a sponsor, however they are not sponsor. Example: Non-sponsoring business broadcasting commercials during an event.

16. SPONSORSHIP CLUTTER
When too many sponsors are involved with an event, fans may tune out all advertising

17. SPONSORSHIP RISKS
Guilt by association
Team strikes
Losing season

18. EXPLOITING THE SPONSORSHIP
Sponsor gives away products during a sponsored event
Logo hats
T-shirts
Pennants
Other specialty advertising