Unit 5, Lesson 1 Copyright (c) Texas Education Agency, 2012. All rights reserved.1 Sports and...
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Transcript of 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
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CopyrightCopyright and Terms of Service
Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.
Copyright (c) Texas Education Agency, 2012. All rights reserved. 2
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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
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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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