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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
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Public/Community relations – Brand Image
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 want to 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_embedde
d&v=_hEzW1WRFTg
https://www.youtube.com/watch?feature=player_
embedded&v=v6xqsl39y4I
Ambush Marketing
Ambush Marketing
Ambush Marketing
Ambush Marketing
Ambush Marketing
Subway is not an official
Olympic sponsor.
Subway uses a variety of
Olympic athlete endorsers.
Ambush Marketing
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:
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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.