1. SPONSORSHIP Chapter 4

2. Sponsor  Person, organization or business that gives money or donates products to a group or team in exchange for public recognition.

3. Reasons For Sponsorship  Increase Sales  Introduce new product or service to new audience  Compete where many customers are in same place (Mass Media)  Identified with event which target market watches  Earn respect of audience

4. Reasons for Sponsorship  Show commitment to community  Enter New Markets  Enhance Image

5. Niche Markets  Researching a target market to determine the specific items or services a small group of people will buy.  Auto Racing- #1 Sport for fan loyalty  Cars/uniforms/helmets all sponsored items  Pay more for better drivers, due to more exposure

6. Niche Marketing  Demographical / Psychographical groups Defined interests  “Hardcore” fans are loyal to products who sponsor team/athletes Nascar Heinz Little League Teams  Sports outside “typical realm” Extreme sports Auto racing Olympic Sports

7. Loss of Sponsors  Tobacco Prohibited for concerts Events where participants are under 18 Football, baseball, soccer, hockey Very limited access

8. Loss of Sponsors  Negative Publicity cuts Coca Cola example  Fans angry about paying too much for pop at stadiums  Coke was brand—fans blamed them  Bad image for company