sem1 1.07
DESCRIPTION
SEM1 1.07 . PI – Explain the nature of sponsorship in the sports/event industries. Sponsorship is a Partnership. Sponsorship is a partnership with an event, activity, person, or organization. Sponsors give: money, products, equipment, services, or any combination. Sponsors get : - PowerPoint PPT PresentationTRANSCRIPT
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SEM1 1.07
• PI – Explain the nature of sponsorship in the sports/event industries
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Sponsorship is a Partnership
• Sponsorship is a partnership with an event, activity, person, or organization.
• Sponsors give: – money, products, equipment, services, or any
combination.• Sponsors get:– recognition and affiliation
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Goals of Sponsorship
• Public/Community relations – Brand Image• Communication with consumers - Target Market• Recognition – Brand Awareness • Increase sales and profits – Promotion• Gain “Market Share” – Beat the Competition• Enter New Markets - Sell in a new place• Introduce new products • Entertain clients• Entertain your employees
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Exploiting the Sponsorship
Use Sponsorship in:• Advertising•Promotions•Commercials•Appearances•Autograph Signings•Contests•Freebies
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Exclusivity• The “official” or only sponsor– Most sponsors will only sponsor an event if they
receive exclusivity – Example: You will not find Coke and Pepsi
sponsoring the same event• Sponsors want to reach their target market – Also want to avoid confusion
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Ambush Marketing• A company exposes their products/logo at an
event without authorization or payment.– Example: Coke is a sponsor but Pepsi is outside the event
handing out free Pepsi tees or coolies – Example: Company employs airplane/blimp to fly over event
and advertise their logo/product– Also called Gorilla Marketing– Confuses Consumers
https://www.youtube.com/watch?feature=player_embedded&v=_hEzW1WRFTg
https://www.youtube.com/watch?feature=player_embedded&v=v6xqsl39y4I
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Ambush Marketing
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Ambush Marketing
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Ambush Marketing
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Ambush Marketing
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Ambush Marketing
Subway is not an official Olympic sponsor.
Subway uses a variety of Olympic athlete endorsers.
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Ambush Marketing
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Ambush MarketingGeneral Motors official sponsors of Detroit Tigers
“Ford” Field visible from Comerica Park Seats
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Ambush Marketing
•Bavaria Beer Co. at the 2010 World Cup•The company was not an official World Cup Sponsor•The women were arrested!
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SEM1 1.07 Activity
Sponsorships, Endorsements, Naming Rights Students work in pairs to conduct research and provide their
findings in a PPT format. Students should provide examples of each of the following:
• Company Sponsor – 3 Examples• Product Sponsor – 3 Examples• Endorsements – 3 Examples• Naming Rights – 3 Examples• Ambush/Gorilla Marketing – 2 Examples
Students must show a picture or clip art showing the actual sponsorship.