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SEM1 1.07 • PI – Explain the nature of sponsorship in the sports/event industries
Sponsorship is a Partnership • Sponsorship is a partnership with an event, activity, person, or organization. • Sponsors give: • money, products, equipment, services, or any combination. • Sponsors get: • recognition and affiliation
Goals of Sponsorship • Public/Community relations – BrandImage • Communication with consumers - Target Market • Recognition – Brand Awareness • Increase sales and profits – Promotion • Gain “Market Share” – Beat the Competition • Enter New Markets - Sell in a new place • Introduce new products • Entertain clients • Entertain your employees
Exploiting the Sponsorship • Use Sponsorship in: • Advertising • Promotions • Commercials • Appearances • Autograph Signings • Contests • Freebies
Exclusivity • The “official” or only sponsor • Most sponsors will only sponsor an event if they receive exclusivity • Example: You will not find Coke and Pepsi sponsoring the same event • Sponsors want to reach their target market • Also wantto avoid confusion
Ambush Marketing • A company exposes their products/logo at an event without authorization or payment. • Example: Coke is a sponsor but Pepsi is outside the event handing out free Pepsi tees or coolies • Example: Company employs airplane/blimp to fly over event and advertise their logo/product • Also called Gorilla Marketing • Confuses Consumers https://www.youtube.com/watch?feature=player_embedded&v=_hEzW1WRFTg https://www.youtube.com/watch?feature=player_embedded&v=v6xqsl39y4I
Ambush Marketing Subway is not an official Olympic sponsor. Subway uses a variety of Olympic athlete endorsers.
Ambush Marketing General Motors official sponsors of Detroit Tigers “Ford” Field visible from Comerica Park Seats
Ambush Marketing • Bavaria Beer Co. at the 2010 World Cup • The company was not an official World Cup Sponsor • The women were arrested!
SEM1 1.07 Activity Sponsorships, Endorsements, Naming Rights Students work in pairs to conduct research and provide their findings in a PPT format. Students should provide examples of each of the following: • Company Sponsor – 3 Examples • Product Sponsor – 3 Examples • Endorsements – 3 Examples • Naming Rights – 3 Examples • Ambush/Gorilla Marketing – 2 Examples Students must show a picture or clip art showing the actual sponsorship.