Download Sponsorship

1.07
Employ sales-promotion activities to
inform or remind customers of
business/product
Explain the nature of SPONSORSHIP
in SEM industries
What is Sponsorship?
• Sponsorship:
– Providing financial or other support to a
sport/event in exchange for recognition
– Two or more parties benefit from the
arrangement in the form of a partnership
– Sponsors want recognition & affiliation
Successful Sponsorships
The key to building successful sponsorship
programs is to match the correct products or
services with the people who want to
purchase them = their target market
Sponsorships for Small vs. Large Organizations
Small Organization Sponsorships
Large Organization Sponsorships
•May not spend the time to
develop good sponsorship
programs
•May have staff or be able to
hire consultants to develop a
good sponsor program
•May provide unrealistic
deadlines
•Better program organization
•Limited staff
•May have more difficulty
communicating with the
sponsors
•Tend to develop poor
relationships with sponsors
•Good communication with
sponsors
•May have unrealistic
expectations about their event
•Sponsors have more confidence
in giving money to large
organizations
BENEFITS of Sponsorships
• Public and Community relations = Increase of Brand Image
• Brand recognition directly with your Target Market
• Sales and profits through affiliation & brand awareness
• Market Share and/or introduce new products
– Enter new markets
RISKS of Sponsorships
• Losing Streak
• Too many sponsors at one event
• Could create a bad image and your associated with it
– Example: Super Bowl wardrobe malfunction in 2003
• Could encounter Ambush Marketing
– Ambush marketing is when a company will expose their products/logo at
an event without authorization or payment LEGALLY
– Goal of ambush marketers is to encourage fans to view it as a sponsor
– Example: Coke is a sponsor but Pepsi is outside the event handing out
free Pepsi tees or coolies
EXCLUSIVITY in Sponsorships
• When a business purchases the rights to be
the only one of its kind to sponsor a sport
entity
– Example: You will not find Coca-Cola and Pepsi sponsoring
the same event
PARTNERSHIPS
• Relationship between sponsor and sponsee
– Communication and develop partnership
– Ongoing dialogue to expand relationship
• Both parties benefit
Sponsorship Contracts
SPONSORSHIP PROPOSAL: includes information about cost,
marketing opportunities, audience demographics, conflicts and
time parameters
Formal contract: spells out exactly what each party will do
(Avoid legal conflict)
Why Should EXPLOIT your Sponsorship
EXPLOITING THE SPONSORSHIP = ADVERTISING YOUR SPONSORSHIP
– If a business spends all of their marketing budget on
sponsorship fees = No money left over to advertise the
sponsorship
– If target market is not aware of sponsorship, then
sponsorship is wasted money!
Sponsorship Car Activity
“You Do”
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LAP Activity:
Mrs. Byers will hand you selections from an
article about sponsorship
You will read the selection and then create a
poster showcasing what you learned from
your selection
You will present this to the class
You will answer questions about each
selection