6.01 Explain the concept of sponsorship. - PowerPoint PPT Presentation


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6.01 Explain the concept of sponsorship.


Title: 6.01 Explain the concept of sponsorship. Author: Charlotte-Mecklenburg Last modified by: Erin Created Date: 1/24/2004 12:23:57 AM Document presentation format – PowerPoint PPT presentation

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Title: 6.01 Explain the concept of sponsorship.

6.01 Explain the concept of sponsorship.
  • A business, person or organization that
    ___________ a sports or entertainment entity.

  • The entity (event, sport, athlete, entertainer,
    or venue) that __________ money for product from
    the sponsor.

The financing of a sports or entertainment entity
by a business in return for recognition
Sponsorship (continued)
  • Involves money, products or services
  • Marketing exchange
  • With any sport or entertainment entity
  • In-kind sponsorship
  • Forms
  • _________
  • Governing bodies
  • _________
  • _________
  • _________
  • Sport
  • Leagues

Sponsorship (continued)
  • Factors used to determine what to sponsor
  • Increase in product sales
  • Compatibility and image
  • Tie-in
  • Potential media coverage
  • Exclusivity of competitors
  • Types or levels
  • Title sponsorship
  • Presenting sponsorship

History Growth of Sponsorship
  • Roman times gladiators and chariot drivers
    would wear colors representing specific merchants
  • 17th 18th centuries pubs in England sponsored
    horse races
  • Mid 1800s local companies sponsored Harvard
    Yale rowing teams

History Growth of Sponsorship (Continued)
  • MLB first major league sport sponsored by
  • 1970s change in sponsorship because of ban of
    tobacco and alcohol ads
  • 1984 Corporate sponsors of the LA Olympics
    (limit 30 sponsors)

Increase in sponsorship
  • Athletes as walking advertisements
  • Ease of targeting a specific market
  • Increase advertising costs
  • Lifestyle sports
  • Live programming of sporting events
  • New media
  • Nontraditional sporting activities
  • Overcrowding of advertising
  • Taxpayers not willing to increase the amount paid
    for sports

Event Triangle
Audience the potential market
Sponsorship is an ongoing partnership.
Sponsors need the entity for public recognition
Entity needs the sponsor for financial assistance
Why companies sponsor entities
  • Help businesses reach their target market
  • Increase sales
  • Increase market share
  • Inform potential customers about their product
  • Enhance overall goals and objectives
  • Give sponsors the right partner
  • A way to introduce new products
  • Increase public awareness or perception
  • Prevent direct competition through exclusivity
  • Repositioning
  • Psychographics
  • Networking opportunities
  • Exposure and visibility
  • Promote goodwill

Why entities utilize sponsors
  • Financial support
  • In-kind support

How the audience benefits from sponsorships
  • Lower ticket prices
  • Exposure to new products
  • Free samples and give-aways
  • Non-evasive advertising
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