sponsorships
Download
Skip this Video
Download Presentation
Sponsorships

Loading in 2 Seconds...

play fullscreen
1 / 13

Sponsorships - PowerPoint PPT Presentation


  • 111 Views
  • Uploaded on

Sponsorships. HSS 3000/5263 Sport Marketing Dr. Brian Turner. Sponsorship Defined. “…investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies”. Sponsorship Defined. Sponsorship agreements

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Sponsorships' - bryga


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
sponsorships

Sponsorships

HSS 3000/5263

Sport Marketing

Dr. Brian Turner

sponsorship defined
Sponsorship Defined
  • “…investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies”
sponsorship defined1
Sponsorship Defined
  • Sponsorship agreements
    • Right to use a logo, name, trademark
    • Right to an exclusive association
    • Right of entitlement
    • Right to use various designations or phrases
    • Right of service or right to use
    • Right to conduct promotional activities
growth of sponsorship
Growth of Sponsorship
  • 1980 - $ million dollars
  • 1987 - $ billion dollars
  • 1998 - $ billion dollars
growth of sponsorship1
Growth of Sponsorship
  • Ban on tobacco advertising
  • Too much “noise” in print & electronic media
  • Cost of advertising
  • 1984 L.A. Summer Olympics
  • Increased media interest in sport programming
    • More leisure time for individuals
    • Interest in sport
    • Less costly for networks
    • Growth of new media sources
growth of sponsorship2
Growth of Sponsorship
  • Changes in governmental policies
  • Marketing has become increasingly global
growth of sponsorship3
Growth of Sponsorship

1999 North American Sponsorship Spending by Type of Property

  • Arts -
  • Cause marketing -
  • Festivals, fairs, and annual events -
  • Entertainment tours and attractions -
  • Sports -
designing a sports sponsorship program
Designing a Sports Sponsorship Program
  • Sponsorship objectives
    • Increase public awareness
    • Competition
    • Image building
    • Reaching target markets
    • Relationship marketing
    • Become involved in the community
    • Generate media benefits
    • Achieve sales objectives
    • Secure entitlement or naming rights
designing a sports sponsorship program1
Designing a Sports Sponsorship Program
  • Naming rights
    • “Naming rights are the most expensive sport marketing investment in the current marketplace, the best dollar-for-impression sponsorship bargain, and one of the most underutilized promotional assets in a company’s arsenal”
designing a sports sponsorship program2
Designing a Sports Sponsorship Program
  • Sponsorship budgeting
  • Appropriate sponsorship opportunities
    • Fan attendance/demographic profile
    • Cost/cost per number of people reached
    • Length of contract
    • Media coverage
    • Value-added promotions
    • Sponsorship benefits
designing a sports sponsorship program3
Designing a Sports Sponsorship Program
  • Appropriate sponsorship opportunities
    • Scope of sponsorship
designing a sports sponsorship program4
Designing a Sports Sponsorship Program
  • Determine athletic platform
    • Athletes
    • Teams
    • Sport/League
    • Event
  • Specific athletic platform
  • Implementation and evaluation
selling the sponsorship
Selling the Sponsorship
  • Schedule a meeting with decision maker
  • Listen 80% of the time; sell only when you have to
  • Arrange a follow-up meeting
  • Create a marketing partnership proposal
  • Present the proposal as a “draft”
  • Negotiate the final deal
ad