SPORTS AND ENTERTAINMENT Sponsorship What Is Sponsorship A

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SPORTS AND ENTERTAINMENT Sponsorship

SPORTS AND ENTERTAINMENT Sponsorship

What Is Sponsorship? • A sponsor is a person, organization or business that gives

What Is Sponsorship? • A sponsor is a person, organization or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition

Reasons For Business Sponsorship • To increase sales • To be identified with an

Reasons For Business Sponsorship • To increase sales • To be identified with an • To introduce a new event that the target market likes • To enter new markets • To entertain clients, employees or potential customers • To enhance the company’s image product to a large audience • To compete where many potential customers are in one place • To earn goodwill

Why Become a Sponsor? • Businesses become sponsors to: • Receive guaranteed exposure, recognition

Why Become a Sponsor? • Businesses become sponsors to: • Receive guaranteed exposure, recognition and acknowledgement • Sponsors monitor their ROI (Return on Investment) and want it to be high

Niche Marketing • Involves researching a target market to determine specific items or services

Niche Marketing • Involves researching a target market to determine specific items or services a small group will buy • Must understand the larger target market as well as the niche market for every event they sponsor

Auto Racing and Sponsorship • NASCAR = #1 sport in fan loyalty and loyalty

Auto Racing and Sponsorship • NASCAR = #1 sport in fan loyalty and loyalty to sponsors • Sponsors put logos on drivers’ uniforms, helmet, and car • Receive extra PR when they win • One of the most sought after target markets is men 12 -34

Less Expensive Options • Affinity Sports • Niche markets whose participants are passionate about

Less Expensive Options • Affinity Sports • Niche markets whose participants are passionate about their sports but those sports aren’t traditional • Bass fishing • Rope jumping

Sponsorship and Your Career • Many companies that want to advertise their products through

Sponsorship and Your Career • Many companies that want to advertise their products through sports hire outside consulting firms • Many companies have their own special sports marketing groups within their marketing departments

Sports Agents • Legal representative of a celebrity • The celebrity pays the agent

Sports Agents • Legal representative of a celebrity • The celebrity pays the agent to manage their career including contract negotiations and endorsements • Most are attorneys or accountants • The complexity of contracts requires legal knowledge and negotiation skills • The agent is paid a percentage of earnings to protect the client’s financial resources

Image Is Everything • Celebrities can pay to have people look out for them

Image Is Everything • Celebrities can pay to have people look out for them professionally and personally, but ultimately they need to be responsible for their own behavior • Character development takes time, but it can make the difference between a star and a wanna-be

Image Is Everything • The number of crimes committed by pro sports players disturbs

Image Is Everything • The number of crimes committed by pro sports players disturbs the general public • Arrests hurt your ability to attract sponsors • While teams, leagues and commissioners tend to overlook or forgive transgressions by highly skilled athletes, sponsors may not

Handlers • Sponsors are now paying handlers to work closely with athletes who are

Handlers • Sponsors are now paying handlers to work closely with athletes who are unwilling or unable to police themselves

Handlers • Henry Gaskins serves Allen Iverson as almost a foster parent. Gaskins (NBA)

Handlers • Henry Gaskins serves Allen Iverson as almost a foster parent. Gaskins (NBA) was employed to act as a full-time mentor, companion and off-court coach • Iverson’s agent, knows that preventing problems is in the best financial interest of both Iverson and Reebok