Sports and Entertainment
Marketing
Sponsorship
Unit 5, Lesson 1
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1
Copyright
Copyright and Terms of Service
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2
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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5
Associate with Particular Lifestyles
Building “equity” to create loyalty for
their particular product
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Image(s): FreeDigitalPhotos.net
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Business to Business Marketing
Competition for shelf space and endaisle displays
Helps improve a relationship with
other businesses, specifically
retailers who sell their product
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Hospitality and Entertainment
Develop network opportunities
The luxury suite has become satellite
offices for owners
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8
Opportunities to Merchandise
Sports related merchandise
Develop promotions at POP -point of
purchase
Branded or co-branded merchandise
Through giveaways or a sales
promotion
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9
Show off a Product or Service
Call attention to specific product
benefits
The value of a sponsorship increases
when your product is in use or can
be seen during the event
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10
Drive Sales
Expected to “move“ product
– Bounce back coupons
Image(s): FreeDigitalPhotos.net
Copyright (c) Texas Education Agency, 2012. All rights reserved.
11
Distinguish from the
Competition
Company differentiation
Category 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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12
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 Strategies
Levels 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 trophies
Mentioned in news release
Formal recap/evaluation
Cover all legal issues
Number of tickets
Parking passes
Program/press guide/team
publication ads
Scorecard ads
Scoreboard and PA exposure
Publicity
Promotional vehicles (on-site)
Stadium nights
Team milestones –100th TD,
player of the game, etc.
Unique gimmick opportunity
Contests or sweepstakes
On premises pre- and postgame parties
Player appearances /clinics
Stadium club memberships,
skyboxes, etc.
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