Sponsored Links
This presentation is the property of its rightful owner.
1 / 12

1.07 PowerPoint PPT Presentation

  • Uploaded on
  • Presentation posted in: General

1.07. Employ sales-promotion activities to inform or remind customers of business/product. Explain the nature of SPONSORSHIP in SEM industries. What is Sponsorship?. Sponsorship: Providing financial or other support to a sport/event in exchange for recognition

Download Presentation


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

1 07


Employ sales-promotion activities to inform or remind customers of business/product

Explain the nature of sponsorship in sem industries

Explain the nature of SPONSORSHIP in SEM industries

What is sponsorship

What is Sponsorship?

  • Sponsorship:

    • Providing financial or other support to a sport/event in exchange for recognition

    • Two or more parties benefit from the arrangement in the form of a partnership

    • Sponsors want recognition & affiliation

Successful sponsorships

Successful Sponsorships

The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them = theirtarget market

Benefits of sponsorships

BENEFITS of Sponsorships

  • Public and Community relations = Increase of Brand Image

  • Brand recognition directly with your Target Market

  • Sales and profits through affiliation & brand awareness

  • Market Share and/or introduce new products

    • Enter new markets

Risks of sponsorships

RISKS of Sponsorships

  • Loosing Streak

  • Too many sponsors at one event

  • Could create a bad image and your associated with it

    • Example: Super Bowl wardrobe malfunction in 2003

  • Could encounter Ambush Marketing

    • Ambush marketing is when a company will expose their products/logo at an event without authorization or payment LEGALLY

    • Goal of ambush marketers is to encourage fans to view it as a sponsor

    • Example: Coke is a sponsor but Pepsi is outside the event handing out free Pepsi tees or coolies

Exclusivity in sponsorships

EXCLUSIVITY in Sponsorships

  • When a business purchases the rights to be the only one of its kind to sponsor a sport entity

    • Example: You will not find Coca-Cola and Pepsi sponsoring the same event



  • Relationship between sponsor and sponsee

    • Communication and develop partnership

    • Ongoing dialogue to expand relationship

  • Both parties benefit

Sponsorship contracts

Sponsorship Contracts

SPONSORSHIP PROPOSAL: includes information about cost,

marketing opportunities, audience demographics, conflicts and

time parameters

Formal contract: spells out exactly what each party will do

(Avoid legal conflict)

Why should exploit your sponsorship

Why Should EXPLOIT your Sponsorship


  • If a business spends all of their marketing budget on sponsorship fees = No money left over to advertise the sponsorship

  • If target market is not aware of sponsorship, then sponsorship is wasted money!

1 07


1 07

Conduct an Internet scavenger hunt to find three current news articles about sport/event sponsorships. Print the articles, and write a synopsis of each.

  • Login