Sponsorships

1
Sponsorships

• HSS 3000/5263
• Sport Marketing
• Dr. Brian Turner

2
Sponsorship Defined

• investing in a sports entity (athlete, league,
  team, or event) to support overall organizational
  objectives, marketing goals, and/or promotional
  strategies

3
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

4
Growth of Sponsorship

• 1980 - million dollars
• 1987 - billion dollars
• 1998 - billion dollars

5
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

6
Growth of Sponsorship

• Changes in governmental policies
• Marketing has become increasingly global

7
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 -

8
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

9
Designing a Sports Sponsorship Program

• Naming rights
• Naming rights are the most expensive sport
  marketing investment in the current marketplace,
  the best dollar-for-impression sponsorship
  bargain, and one of the most underutilized
  promotional assets in a companys arsenal

10
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

11
Designing a Sports Sponsorship Program

• Appropriate sponsorship opportunities
• Scope of sponsorship

12
Designing a Sports Sponsorship Program

• Determine athletic platform
• Athletes
• Teams
• Sport/League
• Event
• Specific athletic platform
• Implementation and evaluation

13
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