Sponsorships HSS 30005263 Sport Marketing Dr Brian Turner

Sponsorships HSS 3000/5263 Sport Marketing Dr. Brian Turner

Sponsorship Defined • “…investing in a sports entity (athlete, league, team, or event) to support overall organizational objectives, marketing goals, and/or promotional strategies”

Sponsorship Defined • Sponsorship agreements – Right to use a logo, name, trademark – Right to an exclusive association – Right of entitlement – Right to use various designations or phrases – Right of service or right to use – Right to conduct promotional activities

Growth of Sponsorship • 1980 - $ • 1987 - $ • 1998 - $ million dollars billion dollars

Growth of Sponsorship • • • Ban on tobacco advertising Too much “noise” in print & electronic media Cost of advertising 1984 L. A. Summer Olympics Increased media interest in sport programming – More leisure time for individuals – Interest in sport – Less costly for networks – Growth of new media sources

Growth of Sponsorship • Changes in governmental policies • Marketing has become increasingly global

Growth of Sponsorship 1999 North American Sponsorship Spending by Type of Property • Arts • Cause marketing • Festivals, fairs, and annual events • Entertainment tours and attractions • Sports -

Designing a Sports Sponsorship Program • Sponsorship objectives – Increase public awareness – Competition – Image building – Reaching target markets – Relationship marketing – Become involved in the community – Generate media benefits – Achieve sales objectives – Secure entitlement or naming rights

Designing a Sports Sponsorship Program • Naming rights – “Naming rights are the most expensive sport marketing investment in the current marketplace, the best dollarfor-impression sponsorship bargain, and one of the most underutilized promotional assets in a company’s arsenal”

Designing a Sports Sponsorship Program • Sponsorship budgeting • Appropriate sponsorship opportunities – Fan attendance/demographic profile – Cost/cost per number of people reached – Length of contract – Media coverage – Value-added promotions – Sponsorship benefits

Designing a Sports Sponsorship Program • Appropriate sponsorship opportunities – Scope of sponsorship

Designing a Sports Sponsorship Program • Determine athletic platform – Athletes – Teams – Sport/League – Event • Specific athletic platform • Implementation and evaluation

Selling the Sponsorship • Schedule a meeting with decision maker • Listen 80% of the time; sell only when you have to • Arrange a follow-up meeting • Create a marketing partnership proposal • Present the proposal as a “draft” • Negotiate the final deal