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Activation – a marketing activity you chose to promote sponsorship.

Awareness – how well known a brand is

Brand experience – what consumer experiences, learns and senses through contact with brand

Branding – presence of a brand within marketing activities

Category Exclusivity – the rights of a sponsor to be the only partner in its business category

Channel – A medium through which you chose to communicate with your target audiences.

Co-sponsors – more than one sponsor of the same property

CRM – Customer relationship management

Cross-Promotion – marketing activities that target customers of one brand with promotion of related product

Engagement – a way of interacting with consumers to increase exposure and loyalty to your brand

Fan base – the most loyal consumers of a brand

Licensing – the rights to use the property brand in order to produce items for sale

Market share – a percentage of total market a particular brand usually holds

Media equivalencies – the exposure value of a sponsorship compared to a like amount of advertising time

Objectives – A collection of goals, you set to fulfill with your sponsorship activities.

Platform – A common ground that brings together all of your marketing activities.

Property = sponsee – entity that is receiving sponsorship

ROI – Return of investment for a sponsor

Selling cycle – a time period in which new customer is typically acquired

Signage – all communication elements bearing the sponsor’s logo

Target group – a segment of the market who shares similar demographics or interests

Upselling – selling extended or larger version of a product / service

ChEAT ShEET:

SPOnSORShIP gLOSSARy