Sports and Entertainment Marketing Sponsorship Unit 5 Lesson

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Sports and Entertainment Marketing Sponsorship Unit 5, Lesson 1

Sports and Entertainment Marketing Sponsorship Unit 5, Lesson 1

Copyright © Texas Education Agency, 2017. These Materials are copyrighted © and trademarked ™

Copyright © Texas Education Agency, 2017. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency (TEA) and may not be reproduced without the express written permission of TEA, 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 TEA. 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 TEA. 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, Texas Education Service Centers, 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 TEA and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty. For information contact: Office of Copyrights, Trademarks, License Agreements, and Royalties, Texas Education Agency, 1701 N. Congress Ave. , Austin, TX 78701 -1494; phone 512 -463 -7004; email: [email protected] state. tx. us. Copyright © Texas Education Agency, 2017. All rights reserved. 2

Sponsorship The act of providing financial or other support to a sport/event entity in

Sponsorship The act of providing financial or other support to a sport/event entity in exchange for public exposure Image(s): Free. Digital. Photos. net Copyright © Texas Education Agency, 2017. All rights reserved. 3

Why Companies Sponsor > Increase visibility > Associate with particular lifestyles > Business to

Why Companies Sponsor > Increase visibility > Associate with particular lifestyles > Business to business marketing > Hospitality and entertainment > Opportunities to merchandise > Show off a product or service > Drive sales > Distinguish from the competition > Makes effective promotional opportunities Copyright © Texas Education Agency, 2017. All rights reserved. 4

Increase Visibility Electronic and print media Publicity Articles, signage, human interest ties Naming rights/

Increase Visibility Electronic and print media Publicity Articles, signage, human interest ties Naming rights/ deals Copyright © Texas Education Agency, 2017. All rights reserved. 5

Associate with Particular Lifestyles Building “equity” to create loyalty for their particular product Image(s):

Associate with Particular Lifestyles Building “equity” to create loyalty for their particular product Image(s): Free. Digital. Photos. net Copyright © Texas Education Agency, 2017. All rights reserved. 6

Business to Business Marketing > Competition for shelf space and end-aisle displays > Helps

Business to Business Marketing > Competition for shelf space and end-aisle displays > Helps improve a relationship with other businesses, specifically retailers who sell their product 7 Copyright © Texas Education Agency, 2017. All rights reserved. 7

Hospitality and Entertainment > Develop network opportunities > The luxury suite has become satellite

Hospitality and Entertainment > Develop network opportunities > The luxury suite has become satellite offices for owners Copyright © Texas Education Agency, 2017. All rights reserved. 8

Opportunities to Merchandise • Sports related merchandise • Develop promotions at POP -point of

Opportunities to Merchandise • Sports related merchandise • Develop promotions at POP -point of purchase • Branded or co-branded merchandise • Through giveaways or a sales promotion Copyright © Texas Education Agency, 2017. All rights reserved. 9

Show off a Product or Service > Call attention to specific product benefits >

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 Copyright © Texas Education Agency, 2017. All rights reserved. 10

Drive Sales Expected to “move“ product > Bounce back coupons Image(s): Free. Digital. Photos.

Drive Sales Expected to “move“ product > Bounce back coupons Image(s): Free. Digital. Photos. net Copyright © Texas Education Agency, 2017. All rights reserved. 11

Distinguish from the Competition > Company differentiation > Category exclusivity • Company locks out

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): Free. Digital. Photos. net Copyright © Texas Education Agency, 2017. All rights reserved. 12

Effective Promotional Opportunities > Sports has a high level of brand loyalty > Sponsorship

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 Copyright © Texas Education Agency, 2017. All rights reserved. 13

Sponsorship Strategies Levels of Involvement > Title sponsor -A company that pays a team

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): Free. Digital. Photos. net/ Copyright © Texas Education Agency, 2017. All rights reserved. 14

Sponsorship Opportunities > Names on trophies > Promotional vehicles (on-site) > Mentioned in news

Sponsorship Opportunities > Names on trophies > Promotional vehicles (on-site) > Mentioned in news release > Stadium nights > Formal recap/evaluation > Cover all legal issues > Team milestones – 100 th TD, player of the game, etc. > Number of tickets > Unique gimmick opportunity > Parking passes > Contests or sweepstakes > Program/press guide/team publication ads > On premises pre- and post- game parties > Scorecard ads > Player appearances /clinics > Scoreboard and PA exposure > Stadium club memberships, skyboxes, etc. > Publicity Copyright © Texas Education Agency, 2017. All rights reserved. 15