3.1 the sponsor
DESCRIPTION
SPONSORSHIP. 3.1 The Sponsor. Event Triangle. event. Exchanges. Benefits. Ambush. fan. sponsor. Role of Sponsorship. DEFINED: Investment in a sports entity or property to achieve organizational goals Examples The Dew Tour Visa Halftime Show Red Bull Space Jump. - PowerPoint PPT PresentationTRANSCRIPT
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SPONSORSHIP
3.1 The Sponsor
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Event Triangle
event
fan sponsor
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Role of SponsorshipDEFINED:
Investment in a sports entity or property to achieve organizational goals
Examples• The Dew Tour• Visa Halftime Show• Red Bull Space Jump
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Reason a Company Wants To Be Involved With An Sporting
Event or Property
Borrowed Equity!!!Using the appeal of an event or Sports Property to market a company and/or it’s products
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Sponsor Revenues• Revenues from sports leagues
comparing 2005 with 2012.
SPORT 2005 REVENUE 2012 REVENUE
NFL $560M $1.01BNBA $360M $610MMLB $380M $628MNHL $230M $372M
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Match-Up Hypothesis
The idea that the sponsor should match up with the appropriate Target Market of the Sports Property
Acquisition Consideration
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Ambush MarketingCompany’s capitalizing on a
particular event without paying any sponsorship fee
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Signature Sponsor
Sometimes called a “Title Sponsor”
The main sponsor of an event or arena Pays for the Naming Rights of event• Events will separate sponsorship levels• Usually named by value invested
– Platinum + Gold + Silver + Bronze . . .
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Sponsorship Levels
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Sponsorship Levels
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Goals of SponsorshipGoals are either:
Direct – easily measured“tangible”What can be measured?
Indirect – not easily measured“intangible” What can be “felt” but not
measured?
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Sponsorship Exclusivity• Exclusivity in Sponsorship is in “Categories”
• Example: Fast Food, Non-Alcoholic Beverages, Banking
• Events– Want Narrow Categories for Exclusivity
• Sponsors– Want Broad Categories for Exclusivity– “THE OFFICIAL FAST FOOD OF OUR TEAM”
Budgeting Considerations
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Goals of Sponsorship
1. Increase Sales2. Increase Awareness3. Be Competitive4. Reach the Target Market5. Build Customer Relationships6. Develop Image
Which goal is DIRECT?