Sponsorships
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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

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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


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