SPONSORSHIP PROGRAMS - PowerPoint PPT Presentation

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Title:

SPONSORSHIP PROGRAMS

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Not unlike other forms of communication, sponsors must fight the clutter and ... Title sponsor of Tot Trot $7500. Official Supplier for MLB $10 million ... – PowerPoint PPT presentation

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Title: SPONSORSHIP PROGRAMS


1
CHAPTER 12
  • SPONSORSHIP PROGRAMS

2
Sponsorship
  • Investing in a sports entity to support overall
    organizational objectives and marketing goals
  • IEG estimates in North America 11.19 billion
    spent on sponsorship and of this 7.69 billion
    will be spent on sports
  • Not unlike other forms of communication, sponsors
    must fight the clutter and find the perfect match

3
The Sponsorship Process
4
Sponsorship Objectives
  • Direct
  • Sales Increases
  • Indirect
  • Awareness
  • Competition (ambush marketingplanned effort to
    associate themselves with an event I Love LA)
  • Reaching Target Markets (allows us to reach
    consumers where they live and play)
  • Relationship Building
  • Image Building

5
Sponsorship Budgeting
  • Sample costs of sponsorship
  • Corporate Box at the United Center 220,000
  • Title sponsor of Tot Trot 7500
  • Official Supplier for MLB 10 million
  • Premier League sponsor 15 million
  • Initial costs, but there is maintenance and
    leveraging

6
Sponsorship Acquisition Model
7
Sponsorship Acquisition
  • 1) Determine Scope of the Sponsorship (sports
    event pyramid with global, international,
    national, regional, and local events)
  • 2) Determine the athletic platform (entity and
    level of competition)

8
Sponsorship Implementation and Evaluation
  • Number of mentions in popular media
  • Media equivalencies
  • Sales figures (pre and post)
  • Attitude change (pre and post)
  • Number of distributors (pre and post)
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