Aim: Sponsorship Do Now: Who in your town would be a good sponsor for high school athletics? Why? Name 3 companies.

What is a Sponsor?  A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition  Local business sponsoring a little league team  Business will pay for uniforms  Business will put name on the uniform

Reasons for Sponsorship  Increase sales  Introduce a new product  To compete where many customers are in one place  To be identified with an event in which a target market is interested  To earn the goodwill of the audience

Reason for Sponsorship (Cont) TTo show their commitment to the community TTo enter new markets TTo entertain clients, employees, or potential customers TTo enhance the companies image

Local Vs National  LSW   Bowl Game  TaxSlayer Putting an ACC VS SEC 

Need for Profit  Business will receive a guaranteed amount of exposure  Exposure is used to increase sales and profits  Business uses market research to measure the results of its sponsorship  Return- Profit the sponsor earns from its support of an athlete or team tomorrow_n_ html

Sponsorship in Niche Markets  Niche Marketing – involves researching a target market to determine the specific items or services a small group of people will buy  Find out exactly what demographics is watching

Example of Niche Markets  Young men ages 12 to 34  ESPN started the X Games in 1995  More than 221,000 attended the X Games in 2002  X Games focused on the mostly young, male market that doesn’t enjoy sports like football and baseball  Sponsors for these events included soft-drink makers, technology businesses, and clothing businesses  

Activity  Work in groups of 2  Determine a niche market for the sport that will be provided to you  Who would you use as a sponsor? Why?  Explain how the sponsor would be visible for the sport.  What is your expected return from the sponsorship? Why?