1. WF Sports & Entertainment Marketing II
1.11 Manage promotional activities to maximize return on promotional investments

2. Types of Sponsorship Objectives
Direct sponsorship objectives – have a short term impact on consumer behavior and are focused on increasing sales
Indirect sponsorship objectives – lead to the long-term growth of the sponsor by generating product awareness and image before people buy the product.
Cost Avoidance - involves bartering for goods and services. Example: Nike would directly associate themselves with the LeBron James Elite Camp without an exchange in money. The partnership is for brand awareness only.

3. Corporate Sponsorships
Establish or improve their image
Promote their products (and increase sales)
Display goodwill
Obtain access and exposure to the events’ target markets
Outpace competition (become a sponsor before your competitor “blocks” your competitor out)

4. How do Sponsorships help the sports marketer?
Sponsorships gives the sports marketer the resources to:
Package their product
Promote their product
Deliver their product

5. Methods to Evaluate Effectiveness of Sponsorship
Media exposure
Evaluating the number of stories and mentions in the media
Sales figures pre- and post-event
Surveys and in-depth interviews
Gauging the image, attitudes, and awareness of events, sponsors, and products

6. Potential Sponsors Must Ask…
How can a particular sport/event achieve my marketing and organizational goals?
What is the financial cost of the sponsorship?
What is the length of the contract?
What are the sponsorship benefits?
What type of media coverage will there be?
What is the fan attendance at the event, and what are the fans’ demographics? Is it my target market?