SPONSORSHIP PROGRAMS

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CHAPTER 12

• SPONSORSHIP PROGRAMS

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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

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The Sponsorship Process
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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

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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

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Sponsorship Acquisition Model
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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)

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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)