SponsorshipSports Marketing

Mrs. Wilson

Q.O.D. 10/16/13

What’s most important or beneficial to someone running an event?

The consumer (the sports or event fan)

The event itself

The sponsor of the event

Event Triangle

$$$$$$$ $$$$$$$

Sports Sponsorship

Defined:

Investment in a sports entity or property to achieve organizational goals

Examples--> Bank of KY Center & Staples Center

Signature Sponsor

Sponsorship Leveraging

Leveraging: getting as much as possible from a sponsorship agreement

Visa Leveraging

2000 Olympic Summer Games, Sydney Australia

Drawbacks to Sponsorship

Becoming common

expensive ($4M for 30 sec on Super Bowl)

clutter

negative publicity- what if they break the law?

Think of an example...

Sponsorship Process

1.Sponsorship Goals

2.Sponsorship Budget

3.Sponsorship Acquisition

4.Implementing & Evaluation

Sponsorship- Goals of Sponsorship

Goals of Sponsorship

Direct or Indirect

Tangible or Intangible

easily measured or not able to measure?

Goal Examples

Direct

1.Increase sales ( can be measured)

Indirect

1.increase awareness

2.be competitive

3.reach the target market

4.build customer relationships

5.develop our image

Sponsorship ExclusivityExclusivity in Sponsorship is in “Categories”

Example: Fast Food, Non-alcoholic beverages, banking

Events

want narrow categories for exclusivity

•Sponsors•want broad categories for

exclusivity

Sponsorship Budgeting

Funding the Sponsorship & Promotions

Funding by same means as in Promotion

Competitive parity

arbitrary allocations

percentage of sales

objective & task

1.Fund for the primary sponsorship

Pepsi: Major League Baseball

$80,000,000 over 5 years

Sponsorship Budgeting

2.Fund the Co-Promotions

• Frito-Lay Promotions & bags

• Pepsi Lipton Tea & MLB Homerun Derby

• Subway Signage & Promotion of MLB All-Star Balloting

• “Catch the Season” Pepsi Product Promotions

• NASCAR & Britney Spears Ticket Prize Packages

• Cracker Jack Snack Sales & Trading Cards

Sponsorship Acquisition

Determine Scope

global, international, national

regional, local

Determine Athletic Platform

the team, the event, or athlete

Select by:

budget & feasibility of platform

geographic scope of the sponsorship

sponsorship objectives

Sponsorship Opportunity:ASPEN SCHOOL OF MUSIC BENEFIT

Running & Evaluating the Sponsorship

Defined:Pre & Post Event Measurements. How did we do?

Why Sponsors Fail????

No Budget

Not Long Term (they do it once)

No measurable objectives

too brand-centric

too much competition

failure to excite the sales chain

insufficient staffing

buying at the wrong level

no local extensions