1. Chapter 9 Sponsorship, Corporate
Sponsorship, Corporate Partnerships, and the Role of Activation
Chapter 9 Sponsorship, Corporate

2. Sponsorship
Entitlement
Hospitality
Positioning
Activation
terms

3. Sponsorship Defined:
The acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.
Sponsors use their relationship to achieve promotional objectives or to facilitate and support their broader marketing objectives.

4. Sprite/ NBA All-Star balloting Orlando Magic’s Amway Arena
EXAMPLES:
Capital One Bowl
Sprite/ NBA All-Star balloting
Orlando Magic’s Amway Arena
Mattel’s Barbie dolls cheerleading apparel of Oklahoma State University
FedEx Cup
Staples Center
Tostitos Fiesta Bowl

5. Retail Opportunities: are potential profits aligned with being in a business relationship with an entity.
Purchase of Media Time: An opportunities to highlight, introduce, promote, advertise, show your product/services.
Entitlement: a situation in which you have the right to do or have something.
Endorsements: an act of giving one's public approval or support to someone or something.
Logo placement on apparel
Hospitality: is a sponsorship asset or benefit commonly associated with premier events (Olympics, World Cup, Super Bowl, NBA All-Star WEEKEND & MLB ALL-STAR WEEKEND.
Major League Baseball 1993 All-Star Game in Camden Yard in Baltimore, Md.
MLB Tribute Luncheon to former Negro League Baseball Players in Camden Yards ( me, my dad, and my mom). Sponsored by the Baltimore Orioles.
BUSINESS DEFINITIONS

7. Sponsorship
The rights derived from the sponsor relationship may include the following:
Retail opportunities
Purchase of media time
Entitlement
Contests or sweepstakes
Endorsements
Logo placement on uniforms or apparel
Hospitality
Website access

8. Sponsorship’s Place Within the Marketing Mix
Elements of promotion and communication mix:
Advertising
Personal selling
Publicity
Positioning
Sales promotion
Sponsorship’s Place Within the Marketing Mix

10. PROMOTIONAL/COMMUNICATIONS MIX
EXAMPLES:
Quaker State Motor Oil Promotions with NASCAR:
Sweepstakes—all expense paid trip to Daytona 500
Hospitality chance to meet Richard Petty
On-track advertising
Television advertising
Assignment: Use of the Promotional/Communication Mix (Students are to read article on page 234 and submit a one page summary of A. your point of interest B. a synopsis of the business advantage.
PROMOTIONAL/COMMUNICATIONS MIX

11. Activation Defined:
The marketing activities that a company conducts to promote its sponsorship.
Activation is commonly referred to as leveraging or bringing a brand to life by creating a variety of means to interact with a target market.
Money spent on activation is over and above the rights fees paid to the sponsored property.
Example: Michael Jordan & Nike

12. Reasons for Growth in Sport Partnership
1. Decreased effectiveness of advertising in print and television
2. Commercial success of 1984 Los Angeles Olympic Games
3. Increasing number of television channels devoted to sport programming
4. Technological developments leading to the portability of sport through mobile devices
5. Increasing number of television channels devoted to sport programming
6. Technological developments leading to the portability of sport through mobile devices

13. Contributions of the 1984 Olympics in Los Angeles
The 1984 Olympic Games in Los Angeles was the first privately organized Olympics in history and a landmark in the evolution of corporate sponsorship and promotional licensing though sport.
I generated a profit for LAOOC, Peter Ueberroth-President of LAOOC:
Limit sponsors to 30
Started term corporate partners
Created tremendous global exposure and national exposure.
The games were very very profitable
Contributions of the 1984 Olympics in Los Angeles

14. Common Sponsor Objectives
Increase public awareness of the company, the product, or both
Alter or reinforce public perception of the company
Identify the company with particular market segments
Involve the company in the community
Build goodwill among decision makers
Generate media benefits
Achieve sales objectives
Showcase unique product features, technologies, or advantages
Create an advantage over competitors through association or exclusivity
Gain unique opportunities in terms of hospitality and entertainment
Secure entitlement or naming rights

15. Sponsor Activation: Creating Interactive Marketing Platforms
Sponsors develop better activation strategies to help consumers build the link between the property and the sponsor.
Social media is quickly becoming a top activation outlet for sponsors:
(continued)

16. Figure 9.7
Interactive Marketing Platforms

17. Eight-Step Process of Sponsorship Sales
1. Research category and prospect within that category.
2. Schedule meeting with sponsorship decision maker.
3. Hold preliminary meeting; listen more than talk.
Arrange follow-up meeting.
4. Create a marketing partnership proposal.
5. Present proposal in draft form to allow negotiation.
6. Negotiate final deal.
7. Introduce client to activation team.

18. Why do we need to tell a story?
Why are they effectives?
Stories do the following:
Entertain us
Inspire us
Inform us
Persuade us
Motivate us
Engage us
Example: In the 2011 NBA All-Star Game, Blake Griffin jumped over Kia car (Optima) in the Slam Dunk Contest. Griffin won the contest and Kia got millions of new views.
It was a great product placement.
Creating a Story, Why?

19. ASSIGNMENTS: TERMS CREATE A STORY THAT CAN BE USED IN A COMMERCIAL.
(you will be in a group to record the story and/or present the story)
Due next class.

20. 1. Create the idea.
2. Give it your voice.
3. Use an already done but with your spin.
4. Keep it simple stupid.
5. Keep it under a minute.

21. EXAMPLE: