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Sponsorship Essentials

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Sponsorship Essentials

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    1. Sponsorship Essentials

    2. The Sponsorship Process

    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. Example of Leveraging

    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. Allianz Arena München

    7. Sponsorship vs. Advertising

    8. Sponsorship vs. Advertising

    9. Sponsorship vs. Advertising

    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. 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. Worldwide Sponsorship Investments Source: different sources, especially IEG.

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

    14. Sponsorship Objectives

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

    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. Which Components Are Most Valuable?

    18. IMC including sponsorship

    19. IMC including sponsorship

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

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