Sponsorship Trends: An Insiders View of Sports Sponsorship

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Sponsorship Trends An Insiders View of Sports
Sponsorship

• Presented exclusively for
• Grand Rapids Rampage sponsors
• September 4, 2003

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Grand Rapids Rampage

• Sellingvs.Marketing

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Grand Rapids Rampage

• Selling is when you sit down across the table
  from someone, look them in the eye and convince
  them to buy or are convinced to buy.
  
• Marketing is when you create an environment that
  so perfectly matches your prospects goals and
  objectives, that they sell themselves.
  

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Grand Rapids Rampage

• Become marketers...
• Understand that it is not all about numbers
• Criteria
• Opportunities
• Future trends

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Criteria

• What national sponsors are looking for We do
  not do advertising to support sponsorships. We
  do sponsorships to support the brand.
  
• Bob Cramer, Executive Vice President of Global
  Sponsorships, MasterCard International
  

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Criteria

• MasterCard sponsorship criteria
• Search high profile platforms with passionate fan
  base to deliver brand message in a targeted
  environment.
  
• Capitalize on the rich equity and assets of the
  sponsorship partner to create a compelling
  communications platform.
  
• Utilize sponsorship platform to create integrated
  marketing programs that achieve business
  objectives.
  

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Criteria

• MasterCard questions
• Is there a common connect between fanbase and
  target audience?
  
• Is there a common connect between the property
  brand and our brand?
  
• Does it deliver a broadcast/media platform?
• Is the property valuable?
• Can the property advance our business
  objectives?
  

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Criteria

• MasterCard questions
• Are they going to be a good business partner?
• Can we secure the necessary rights to activate
  the sponsorship?
  
• Are the sponsorship rights within our budget?
• Will we have the opportunity to work with other
  sponsors?

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Opportunities

• Bowie Baysox
• Gold Club
• Membership for sponsors spending at least 10,000
  with the team
  
• Sponsors spending 10,000 or more represent 70
  percent of their sponsor revenue

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Opportunities

• Bowie Baysox
• Gold Club
• Goal is to create cross-marketing and increase
  communication to create a family atmosphere among
  sponsors
  
• Monthly meetings before games
• Email newsletters
• Idea generation

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Opportunities

• Bowie Baysox
• Gold Club
• Identified commonalities to further sports
  marketing plans
  
• Car and pizza delivery tie-in
• Shared sponsorship goal
• Never thought to work together
• Win-win-win for everyone

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Opportunities

• Reading Phillies mascot
• Billboard advertising very limited to most
  sponsors and team
  
• Many sponsors mentioned in meetings they liked
  outdoor ads and considered it a compliment to
  stadium ads but could not afford to really invest
  enough dollars to have a solid campaign

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Opportunities

• Reading Phillies mascot
• Established a market-wide outdoor billboard
  campaign and gave sponsors use of mascot for
  plans
  
• Purchased bulk ads for a discount
• Sample copy
• Screwball gets his tuxedo at Dons Tuxedo
  Shop.
  
• Screwball used Pennzoil motor oil to get his oil
  changed at Jiffy Lube.

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Opportunities

• Continental Airlines/Yankees
• Official airline since 1999
• Signage, program ad, promotions
• Concerned about relevance to fans

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Opportunities

• Continental Airlines/Yankees
• Fans knew we were the official airline of the
  team but they also knew all that meant was that
  we wrote a big check and thats all. You have to
  find a way to get fans excited about a
  sponsorship and they will find value in it if
  they can interact with it.
• Kevin Gallagher, Manager of Sponsorships,
  Continental Airlines

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Opportunities

• Continental Airlines/Yankees
• Created deal with Yankees to use airline mile
  points for tickets and experiences to Yankees
  games
  
• Future plans
• Tie-in with other Yankees sponsors to use
  airlines miles through the team
  
• Example Use airline miles to get discounts on
  adidas products

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Opportunities

• What opportunities are in Grand Rapids?
• Think from the mindset of the other sponsors in
  the Rampage family and not just your own and the
  teams.
  

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Future trends

• Constant change
• Limited resources
• Increased pressure for creativity
• Need for flexibility
• Courage to try something different
• Fun

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Future trends

• Are you a seller or a marketer?

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Do Not Call List

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• 312-932-4002