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Sponsorship Essentials

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Title: Chapter 1 Author: MHE Last modified by: Angeline Close Created Date: 2/21/2006 4:34:36 PM Document presentation format: On-screen Show (4:3) Company – PowerPoint PPT presentation

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Title: Sponsorship Essentials


1
Sponsorship Essentials
presentation given at the University of Nevada
Las Vegas April 6, 2010
by Björn Walliser Professor of Marketing,
University of Nancy (France) Part-time Faculty
Member, California State University, Northridge
Sources of the powerpoint presentation Björn
Walliser, Sponsoring et parrainage, Dunod, 2006
Sam Fullerton, Sports marketing, 2nd ed.,
McGraw-Hill, 2010
2
The Sponsorship Process
Financial or non-financial support
SPONSORSHIP DEAL
SPONSOR organisation, individual
ACTIVITY / EVENT PERSON / GROUP
Contribution to communication objectives
MEDIA
ACTIVITY
SPONSOR
MEDIA
TARGET OF
3
Key Sponsorship Concepts
  • Participants
  • Sponsor Party Seeking Association (Visa)
  • Sponsee Property Owner (e.g. FIFA)
  • Linkages
  • Self-Evident adidas products used in event
  • Strategic Visa Credit Cards and FIFA have
    similar target markets
  • Leveraging
  • Efforts to Support Ones Sponsorship with
    Additional Strategic Initiatives (i.e.
    Event-Oriented Advertising)

4
Example of Leveraging
5
Venue Naming Rights
  • Building Sponsorship
  • Sponsor Pays to Have Its Name Attached to a
    Facility for A Specified Period of Time
  • Many Types of Facilities beyond Sports
  • Percent of Major US Professional Teams Playing in
    Venues with Corporate Sponsor
  • 30 in 1997
  • 69 in 2007

6
Allianz Arena München
7
Sponsorship vs. Advertising
2 pictures
8
Sponsorship vs. Advertising
Which was the name of the sponsor?
9
Sponsorship vs. Advertising
2 pictures
10
Advertisings Advantages
  • Persuasive Message
  • Words and Images Used to Convey Ideas
  • Standardization
  • Everyone Receives an Identical Message
  • Guaranteed Size of Audience Reached
  • Circulation TV Ratings Radio Ratings

11
Sponsorships Advantages
  • Credibility, Emotion
  • Internal Morale
  • Sales Opportunities
  • Overcome Advertising Restrictions
  • Bans against Tobacco Advertising
  • Cut Through Advertising Clutter
  • Not Competing with Broadcast Advertising
  • Reach Small Segments and Niches
  • Small Specialized Properties (local festival)

12
Worldwide Sponsorship InvestmentsSource
different sources, especially IEG.
(in billion USD)
13
Sponsorship Spending WorldwideSource 2007 IEG
Sponsorship Report (sample issue), p. 1 and 4.
14
Sponsorship Objectives
Corporate awareness
Brand awareness
Corporate image
Brand image
Relation- ship building
Product demonstration
Personnel motivation
Sales
15
Sponsorship Components
  • Category Exclusivity
  • Signage
  • Right to Use Event Trademarks and Logos
  • Distribution Rights
  • Hospitality Areas
  • Complimentary Advertising
  • Free Tickets

16
Sponsorship Components (Contd)
  • Right to Purchase Additional Tickets
  • Link on the Event Web Site
  • (Sponsorship) Designation
  • Inclusion in Event Promotions
  • Access to Property Mailing List / Database
  • Right of First Refusal

17
Which Components Are Most Valuable?
18
IMC including sponsorship
Advertising
PR
Sales promotion
TV Magazine Newspaper
Coupon Sweep-stakes Push money
Press conference Website
Sponsorship
19
IMC including sponsorship
Advertising
PR
Sales promotion
TV Magazine Newspaper
Coupon Sweep-stakes Push money
Press conference Website
Press conference at Augusta Masters
Coca Cola TV ads That feature soccer
GM gives away NFL posters
Sponsorship
20
Sponsorship Categories (US) Numbers for 2008
  • Sports (69)
  • Entertainment, Tours Attractions (10)
  • Cause-Related Marketing (9)
  • The Arts (5)
  • Festival, Fairs Annual Events (4.5)
  • Associations and Membership Orgs (3)
  • Rounding creates small statistical
    error (IEG)

21
Sponsorship Categories (Europe)
  • Sports sponsorship (60-70)
  • Arts / cultural sponsorship (15-20)
  • Social sponsorship (10-15)
  • Environmental sponsorship (lt 5)
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