unit 5, lesson 1 copyright (c) texas education agency, 2012. all rights reserved.1 sports and...
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Unit 5, Lesson 1
Copyright (c) Texas Education Agency, 2012. All rights reserved. 1
Sports and Entertainment Marketing
Sponsorship
CopyrightCopyright and Terms of Service
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SPONSORSHIP
The act of providing financial or other support to a sport/event entity in exchange for public
exposure
Image(s): FreeDigitalPhotos.net
Why Companies Sponsor
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Increase Visibility
Electronic and print media
Publicity
Articles, signage, human interest ties
Naming rights/ deals
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Associate with Particular LifestylesBuilding “equity” to create loyalty for
their particular product
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Business to Business Marketing
Competition for shelf space and end-aisle displaysHelps improve a relationship with other businesses, specifically retailers who sell their product
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Hospitality and Entertainment
Develop network opportunitiesThe luxury suite has become satellite offices for owners
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Opportunities to Merchandise
Sports related merchandiseDevelop promotions at POP -point of purchaseBranded or co-branded merchandiseThrough giveaways or a sales promotion
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Show off a Product or Service
Call attention to specific product benefitsThe value of a sponsorship increases when your product is in use or can be seen during the event
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Drive Sales
Expected to “move“ product– Bounce back coupons
Image(s): FreeDigitalPhotos.net
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Distinguish from the Competition
Company differentiationCategory exclusivity– Company locks out the competition
and creates the position of being the only sponsor from their industry for a particular event
Image(s): FreeDigitalPhotos.net
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Sponsorship Makes Effective Promotional Opportunities
Sports has a high level of brand loyalty
Sponsorship allows companies to reach segments they normally would not
Sponsorship is seen as a creative and more subtle strategy than the more traditional forms of marketing
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Sponsorship StrategiesLevels of Involvement– Title sponsor -A company that pays a team or
organization money to have their name listed as part of the event name –XYZ Championship
- Presenting sponsor –The #1 Club “presented” by…
– Sponsor of a section –The ABC Club– In kind sponsor -Items that are traded out for a
cash sponsorship
Image(s): FreeDigitalPhotos.net/
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Sponsorship Opportunities
Names on trophiesMentioned in news releaseFormal recap/evaluationCover all legal issuesNumber of ticketsParking passesProgram/press guide/team publication adsScorecard adsScoreboard and PA exposurePublicity
Promotional vehicles (on-site)Stadium nightsTeam milestones –100th TD, player of the game, etc.Unique gimmick opportunityContests or sweepstakesOn premises pre- and post- game partiesPlayer appearances /clinicsStadium club memberships, skyboxes, etc.
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