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Sponsorships HSS 3000/5263 Sport Marketing Dr. Brian Turner Sponsorship Defined • “…investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies” Sponsorship Defined • Sponsorship agreements – – – – – – Right to use a logo, name, trademark Right to an exclusive association Right of entitlement Right to use various designations or phrases Right of service or right to use Right to conduct promotional activities Growth of Sponsorship • 1980 - $ • 1987 - $ • 1998 - $ million dollars billion dollars billion dollars Growth of Sponsorship • • • • • Ban on tobacco advertising Too much “noise” in print & electronic media Cost of advertising 1984 L.A. Summer Olympics Increased media interest in sport programming – – – – More leisure time for individuals Interest in sport Less costly for networks Growth of new media sources Growth of Sponsorship • Changes in governmental policies • Marketing has become increasingly global Growth of Sponsorship 1999 North American Sponsorship Spending by Type of Property • Arts • Cause marketing • Festivals, fairs, and annual events • Entertainment tours and attractions • Sports - Designing a Sports Sponsorship Program • Sponsorship objectives – – – – – – – – – Increase public awareness Competition Image building Reaching target markets Relationship marketing Become involved in the community Generate media benefits Achieve sales objectives Secure entitlement or naming rights Designing a Sports Sponsorship Program • Naming rights – “Naming rights are the most expensive sport marketing investment in the current marketplace, the best dollarfor-impression sponsorship bargain, and one of the most underutilized promotional assets in a company’s arsenal” Designing a Sports Sponsorship Program • Sponsorship budgeting • Appropriate sponsorship opportunities – – – – – – Fan attendance/demographic profile Cost/cost per number of people reached Length of contract Media coverage Value-added promotions Sponsorship benefits Designing a Sports Sponsorship Program • Appropriate sponsorship opportunities – Scope of sponsorship Designing a Sports Sponsorship Program • Determine athletic platform – – – – Athletes Teams Sport/League Event • Specific athletic platform • Implementation and evaluation Selling the Sponsorship • Schedule a meeting with decision maker • Listen 80% of the time; sell only when you have to • Arrange a follow-up meeting • Create a marketing partnership proposal • Present the proposal as a “draft” • Negotiate the final deal