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Sponsorships

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  1. Sponsorships HSS 3000/5263 Sport Marketing Dr. Brian Turner

  2. Sponsorship Defined • “…investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies”

  3. 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

  4. Growth of Sponsorship • 1980 - $ million dollars • 1987 - $ billion dollars • 1998 - $ billion dollars

  5. 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

  6. Growth of Sponsorship • Changes in governmental policies • Marketing has become increasingly global

  7. 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 -

  8. 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

  9. 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”

  10. 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

  11. Designing a Sports Sponsorship Program • Appropriate sponsorship opportunities • Scope of sponsorship

  12. Designing a Sports Sponsorship Program • Determine athletic platform • Athletes • Teams • Sport/League • Event • Specific athletic platform • Implementation and evaluation

  13. 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