sports & entertainment marketing
DESCRIPTION
Sponsorship. Sports & Entertainment Marketing. Sponsorship. Sponsorship occurs when a company supports an event, activity, or organization. In return for money, the sponsor is provided with some type of advertising at the event. Sponsorship. Form of Sales Promotion - PowerPoint PPT PresentationTRANSCRIPT
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SPORTS & ENTERTAINMENT MARKETING
SPONSORSHIP
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Sponsorship Sponsorship occurs when a
company supports an event,
activity, or organization.
In return for money, the sponsor is
provided with some type of
advertising at the event.
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Sponsorship
Form of Sales Promotion
Most often used in the sports and entertainment industries
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is built on sponsorship
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The History of Founded in 1948 Annual attendance
exceeds 9 million fans visiting 37 races
N - National
A - Association
S - Stock
C - Car
A - Auto
R - Racing
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as a BRAND NASCAR is a “brand”
The second highest rated live sport on TV
Behind the NFL
71% of NASCAR fans are loyal to brands that sponsor the sport
More than any other sport
71%
29%
Loyal Fans
Banking on NASCAR
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sales
NASCAR licensed products1990 – $80 Million
2004 – $2.1 Billion
Sales have increased 3000% since 1990
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sales
Last year NASCAR made 3 billion in licensed product sales
More Fortune 500 companies sponsor NASCAR than any other sport
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fansThe majority of NASCAR fans do not
fit into the general stereotype associated with the sport
78% of NASCAR fans are high school graduates
40% of NASCAR fans attended college
36% are in professional or managerial occupations
70% have full-time employment
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fans
33% have annual incomes between $30,000 and $50,000
30% have household incomes over $50,000
53% are over 35
64% are married
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fans Women make up almost 40%
of the NASCAR fan base
More than any other sports
Sport Women MenNASCAR 38% 62%
NFL 35% 65%
MLB 31% 69%
NBA 28% 72%
NHL 12% 88%
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Brand Future
NASCAR Café:
Themed restaurant
NASCAR SpeedPark:
Go kart tracks○ Vaughan, ONT○ Myrtle Beach, SC○ Concord, NC○ Smokey Mountain, NC○ St. Louis, MO
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Brand Future
NASCAR ride at Carowinds Park
NASCAR driving experience
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So What’s The Big Deal?1/3 of the Fortune100 firms
sponsor a NASCAR racecar
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The BIGGEST Sponsor of All
NASCAR Sponsorship
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Who’s missing? Winston sponsored NASCAR for 32 year
Replaced by Sprint in 2003
No tobacco brand sponsors exist anymore
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Who’s missing? Hard liquor has not traditionally been a
part of NASCAR
Introduced into the sport in 2004 to bring an influx of cash to the sport
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Main Sponsor$5-9 million
Includes hood, driver’s chest and TV panel (back of trunk)
HoodDriver’s chest
TV Panel
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B-Post$75,000 - $150,000
Other Sponsorship Options
Trunk$500,000 - $1 million
C - Post$250,000 - $750,000
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Front Fender$30,000 - $100,000
Other Sponsorship Options
Rear Quarter Panel$750,000
Front Quarter Panel$750,000 - $150,000
Lower Quarter Panel$25,000 - $75,000
Behind Rear Wheel$200,000 - $600,000
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Other Sponsorship Options
Roof and Door panelsCar Number locations
No Ads are permitted here
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Why do they sponsor?
NASCAR Sponsors - Why they Invest
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Endorsements Any type of advertising
done by a person who
reflects his or her own
opinions, beliefs, findings,
and experiences that are
separate from those
associated with the
product’s company
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ATHLETES THAT MAKE MORE MONEY ENDORSING
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#1 Tiger Woods
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#2 Phil Mickelson
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#3 Dale Earnhardt Jr.
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#4 Derrick Rose
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#5 Jeff Gordon
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#6 LeBron James
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#7 Jimmie Johnson
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#8 Tony Stewart
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#9 Kobe Bryant
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Controversy of Endorsements
Celebrities must use the products they endorse.
The political opinions of celebrities may have an
adverse effect on the endorsement.
The personal controversies of a celebrity may have
an adverse effect on the way the public views the
endorsed product.
Companies do not want the image of their product
damaged.
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Lance Armstrong - Steroid Use
Endorsements Lost Nike Anheuser-Busch
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Kobe Bryant – Accused of Sexual Assault
Endorsements Lost McDonald’s Coca-Cola Nutella
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Barry Bonds– Steroids
Endorsements Lost Master Card KFC Charles Schwab
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Michael Phelps– Marijuana Use
Endorsements Lost Kellogg’s
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Tiger Woods– Extramarital Affair
Endorsements LostAccuentureAT&T GatoradeGillette