6.01 Explain the concept of sponsorship.. ____________ A business, person or organization that...
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Transcript of 6.01 Explain the concept of sponsorship.. ____________ A business, person or organization that...
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 affiliation.
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 corporations
• 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
Entity: needs the
sponsor for financial
assistance
Sponsors: need the entity for
public recognition
Sponsorship is an
ongoing partnershi
p.
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