3.1 the sponsor
DESCRIPTION
SPONSORSHIP. 3.1 The Sponsor. Event Triangle. event. Exchanges. Benefits. Ambush. fan. sponsor. Role of Sponsorship. DEFINED: Investment in a sports entity or property to achieve organizational goals Examples The Dew Tour Visa Halftime Show Red Bull Space Jump. - PowerPoint PPT PresentationTRANSCRIPT
SPONSORSHIP
3.1 The Sponsor
Event Triangle
event
fan sponsor
Role of SponsorshipDEFINED:
Investment in a sports entity or property to achieve organizational goals
Examples• The Dew Tour• Visa Halftime Show• Red Bull Space Jump
Reason a Company Wants To Be Involved With An Sporting
Event or Property
Borrowed Equity!!!Using the appeal of an event or Sports Property to market a company and/or it’s products
Sponsor Revenues• Revenues from sports leagues
comparing 2005 with 2012.
SPORT 2005 REVENUE 2012 REVENUE
NFL $560M $1.01BNBA $360M $610MMLB $380M $628MNHL $230M $372M
Match-Up Hypothesis
The idea that the sponsor should match up with the appropriate Target Market of the Sports Property
Acquisition Consideration
Ambush MarketingCompany’s capitalizing on a
particular event without paying any sponsorship fee
Signature Sponsor
Sometimes called a “Title Sponsor”
The main sponsor of an event or arena Pays for the Naming Rights of event• Events will separate sponsorship levels• Usually named by value invested
– Platinum + Gold + Silver + Bronze . . .
Sponsorship Levels
Sponsorship Levels
Goals of SponsorshipGoals are either:
Direct – easily measured“tangible”What can be measured?
Indirect – not easily measured“intangible” What can be “felt” but not
measured?
Sponsorship Exclusivity• Exclusivity in Sponsorship is in “Categories”
• Example: Fast Food, Non-Alcoholic Beverages, Banking
• Events– Want Narrow Categories for Exclusivity
• Sponsors– Want Broad Categories for Exclusivity– “THE OFFICIAL FAST FOOD OF OUR TEAM”
Budgeting Considerations
Goals of Sponsorship
1. Increase Sales2. Increase Awareness3. Be Competitive4. Reach the Target Market5. Build Customer Relationships6. Develop Image
Which goal is DIRECT?