5 03 discuss the use and importance of sponsorships and endorsements n.
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5.03 Discuss the use and importance of Sponsorships and Endorsements. SPONSORSHIP. Financing of a sports or entertainment entity (athlete, team, concert, or event) by a business in return for recognition affiliation. SPONSOR:.

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sponsorship
SPONSORSHIP
  • Financing of a sports or entertainment entity (athlete, team, concert, or event) by a business in return for recognition affiliation
sponsor
SPONSOR:
  • A business, person, organization, that finances a sports or entertainment entity
  • Financing can be in the form of money, products, equipment, services, or any combination of the four
reasons for sponsoring sem events
Reasons for Sponsoring SEM Events
  • Increase sales and profits through affiliation
  • Increase market share for existing products and services
  • Introduce new products or services
  • Increase brand awareness and company image
reasons for sponsoring sem events1
Reasons for Sponsoring SEM Events
  • Enter and reach new target markets
  • Build and maintain relationships with customers
  • Build and maintain goodwill within the community
reasons for sponsoring sem events2
Reasons for Sponsoring SEM Events
  • Entertain clients, employees, or potential clients and their families
  • Entertain existing customers, potential customers, or employees and their families
types of sponsorships
Types of Sponsorships
  • Barter Sponsorships –company doesn’t pay for the sponsorship solely with monetary compensation
  • Also referred to as “in-kind”

Example – Sponsoring a little league team; company pays for equipment and uniforms in return for their name/logo on the team’s uniforms

types of sponsorships1
Types of Sponsorships
  • Endorsements – also called testimonials are personal recommendations regarding the use or quality of a good or service
  • Consumers are more likely to purchase a good or service if a celebrity endorses it
  • For example, Dennis Franz using Nextel phones in commercial
types of sponsorships2
Types of Sponsorships
  • Naming rights – contractual agreements between a sponsor and a venue or event
  • Company or organization will sponsor a sports or entertainment facility or event
  • In return, company or organization’s logo will appear in affiliation with the facility or event
types of sponsorships3
Types of Sponsorships
  • Naming rights

Examples include:

    • Fed-Ex Orange Bowl in Miami
    • Coca-Cola 600 at Lowes Motor Speedway
personal services agreement
Personal Services Agreement
  • Are contracts between a company and a celebrity

for the endorsement of a good or service

personal services agreement obligations may include
Personal Services Agreement – Obligations May Include:
  • Hours the celebrity has been contracted
  • Does the celebrity have the right to refuse an engagement?
  • How far in advance must engagement be scheduled?
  • Is there a minimum/maximum amount of time a celebrity must spend at any single event?
personal services agreement obligations may include1
Personal Services Agreement – Obligations may Include:
  • What type of travel and hotel accommodations will be provided?
  • What affect does immoral conduct by the celebrity have on the agreement?
  • Is the contract related to the overall achievement of the celebrity?
slide14

*Go to 5.04 Technology PowerPoint*Get Guided Notes Sheet*Get 5.03-.04 Sponsorships & Tech Review*AFTER all else is finished…may do sponsafier!

slide15

NASCAR Sponsorship Activity

  • Select 10 sponsors for a new racing team.
  • Not presently a NASCAR sponsor.
  • NASCAR website (www.nascar.com) has link providing present sponsors
    • Scroll to the bottom to “About NASCAR” and click on “Official Sponsors” to review the list of sponsors
  • Selected sponsors should have the same target market
  • Identify target market and provide rationale for choice of sponsors
  • Then go to http://www.sponsafier.com/#/home and design a race car using your sponsors!