Marketing Through Sports Sports Marketing Marketing Through Sports

Marketing THROUGH Sports Marketing of Non-Sports products or services using sports as a media Using a team or event for marketing 12

What is Marketed at Sports Events? Sponsor products or services Traded products or services Public Service Announcements (Ideas)

Borrowed Equity Where a sponsor utilizes the appeal and draw of an existing event to develop an image for its products or services with the audience 13

Role of Sponsorship DEFINED: Investment in a sports entity or property to achieve organizational goals

Goals of Sponsorship Goals are either: Direct – easily measured “tangible” What can be measured? Indirect – not easily measured “intangible” What can be “felt” but not measured?

Goals of Sponsorship Which goal is DIRECT? Increase Sales Increase Awareness Be Competitive Reach the Target Market Build Customer Relationships Develop Image Which goal is DIRECT?

Why They Sponsor Sponsor Profit Projected revenue from sports leagues, teams, & events for 2005 with percent change in year. SPORT 2005 REVENUE 2004 CHANGE NFL $560M 23.1 % PGA $900M 17.0 % NBA $360M 16.1 % MLB $380M 11.8 % NHL $230M (strike) --USA TODAY, 10/14/2005, 5B

What event or who do I sponsor? Match-Up Hypothesis The idea that the sponsor should match up with the appropriate Target Market of the Sports Property Acquisition Consideration

Ambush Marketing Company’s capitalizing on a particular event without paying any sponsorship fee

Concerns with Ambush Marketing Could be illegal-like piracy or copyright or trademark infringement.

Signature Sponsor The main sponsor of an event or arena Pays for the Naming Rights of event Events will separate sponsorship levels Usually named by value invested Platinum + Gold + Silver + Bronze . . . Sometimes called a “Title Sponsor”

Sponsorship Levels Champion Promoter Advocate Supporter

Sponsorship Levels Title Founding Gold Silver Bronze Fun Run Post Race Pace Team

How Sponsorship Is Outsourced IMG Look up IMG on the internet and summarize what they do. Schoolawards.net Gold Sponsor Platinum Sponsor Silver Sponsor