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1.11. Types of Sponsorship Objectives. Two types of sponsorship objectives are: Direct sponsorship objectives, which have a short term impact on consumer behavior and are focused on increasing sales

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Types of sponsorship objectives
Types of Sponsorship Objectives

  • Two types of sponsorship objectives are:

  • Direct sponsorship objectives, which have a short term impact on consumer behavior and are focused on increasing sales

  • Indirect sponsorship objectives, which lead to the long-term growth of the sponsor by generating product awareness and image before people buy the product


Objectives for sponsoring sports events
Objectives for Sponsoring Sports/Events

  • Corporations sponsor sports/events to:

  • Establish or improve their image

  • Promote their products (and increase sales)

  • Display goodwill

  • Obtain access and exposure to the events’ target markets

  • Outpace competition (become a sp


Benefits associated with corporate sponsorship objectives
Benefits Associated with Corporate Sponsorship Objectives

  • Sponsorships gives the sports marketer the resources to:

  • Package their product

  • Promote their product

  • Deliver their product


Evaluating sponsorship objectives
Evaluating Sponsorship Objectives

  • Methods to evaluate the effectiveness of sponsorship include:

  • Media exposure

  • Evaluating the number of stories and mentions in the media

  • Sales figures pre-and post-event

  • Surveys and in-depth interviews

    • Gauging the image, attitudes, and awareness of events, sponsors, and products


Considerations in setting sponsorship objectives
Considerations in Setting Sponsorship Objectives

  • Potential sponsors must ask how a particular sport/event will achieve marketing and organizational goals:

  • What is the financial cost of the sponsorship?

  • What is the fan attendance at the event, and what are the fans’ demographics?

  • What is the length of the contract?

  • What type of media coverage will there be (e.g., TV, radio, etc.)?

  • What are the sponsorship benefits?


Setting sponsorship objectives
Setting Sponsorship Objectives

  • A “buying center”—which consists of employees responsible for evaluating and selecting sponsorship options—should be established. Four roles in this buying center include:

  • Gatekeepers

    • Control the flow of information to the others

    • Act as an initial filtering device

  • Influencers

    • Have input into the decision, usually based on their connections with the sports entity requesting sponsorship

  • Decision maker(s)

    • Are ultimately responsible for accepting or rejecting proposals

  • Purchasers

    • Are responsible for negotiating contracts and carrying out the terms of the sponsorship once the decision is made



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