3.1 The Sponsor

DEFINED: Investment in a sports entity or property to achieve organizational goals Examples The Dew Tour Visa Halftime Show Red Bull Space Jump

Using the appeal of an event or Sports Property to market a company and/or it’s products

Revenues from sports leagues comparing 2005 with Revenues from sports leagues comparing 2005 with SPORT2005 REVENUE2012 REVENUE NFL$560M$1.01B NBA$360M$610M MLB$380M$628M NHL$230M$372M

The idea that the sponsor should match up with the appropriate Target Market of the Sports Property Acquisition Consideration

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

Sometimes called a “Title 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...

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

Exclusivity in Sponsorship is in “Categories” Example: Fast Food, Non-Alcoholic Beverages, Banking Events – Want Narrow Categories for Exclusivity Sponsors – Want Broad Categories for Exclusivity – “THE OFFICIAL FAST FOOD OF OUR TEAM” Budgeting Considerations

1. Increase Sales 2. Increase Awareness 3. Be Competitive 4. Reach the Target Market 5. Build Customer Relationships 6. Develop Image