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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 :

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sem1 1 07
SEM1 1.07
  • PI – Explain the nature of sponsorship in the sports/event industries
sponsorship is a partnership
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
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
Exploiting the Sponsorship
  • Use Sponsorship in:
  • Advertising
  • Promotions
  • Commercials
  • Appearances
  • Autograph Signings
  • Contests
  • Freebies
exclusivity
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
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 marketing4
Ambush Marketing

Subway is not an official Olympic sponsor.

Subway uses a variety of Olympic athlete endorsers.

ambush marketing6
Ambush Marketing

General Motors official sponsors of Detroit Tigers

“Ford” Field visible from Comerica Park Seats

ambush marketing7
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
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.