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Published byBritney Tucker Modified over 9 years ago
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6.01 Explain the concept of sponsorship.
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Sponsor A business, person or organization that finances a sports or entertainment entity.
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Sponsee The entity (event, sport, athlete, entertainer, or venue) that receives money for product from the sponsor.
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Sponsorship The financing of a sports or entertainment entity by a business in return for recognition affiliation.
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Sponsorship (continued) Involves money, products or services Marketing exchange With any sport or entertainment entity In-kind sponsorship Forms: –Teams –Governing bodies –Athletes –Facilities –Event –Sport –Leagues
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Sponsorship (continued) Factors used to determine what to sponsor: –Increase in product sales –Compatibility and image –Tie-in –Potential media coverage –Exclusivity of competitors Types or levels –Title sponsorship –Presenting sponsorship
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History & Growth of Sponsorship Roman times – gladiators and chariot drivers would wear colors representing specific merchants 17 th & 18 th centuries – pubs in England sponsored horse races Mid 1800s – local companies sponsored Harvard & Yale rowing teams
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History & Growth of Sponsorship (Continued) MLB – first major league sport sponsored by corporations 1970s – change in sponsorship because of ban of tobacco and alcohol ads 1984 – Corporate sponsors of the LA Olympics (limit: 30 sponsors)
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Increase in sponsorship Athletes as walking advertisements Ease of targeting a specific market Increase advertising costs Lifestyle sports Live programming of sporting events New media Nontraditional sporting activities Overcrowding of advertising Taxpayers not willing to increase the amount paid for sports
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Event Triangle Audience: the potential market Entity: needs the sponsor for financial assistance Sponsors: need the entity for public recognition Sponsorship is an ongoing partnership.
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Why companies sponsor entities: Help businesses reach their target market Increase sales Increase market share Inform potential customers about their product Enhance overall goals and objectives Give sponsors the right partner A way to introduce new products Increase public awareness or perception Prevent direct competition through exclusivity Repositioning Psychographics Networking opportunities Exposure and visibility Promote goodwill
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Why entities utilize sponsors Financial support In-kind support
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How the audience benefits from sponsorships Lower ticket prices Exposure to new products Free samples and give-aways Non-evasive advertising
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