1. 1.11 Manage promotional activities to maximize return on promotional investments

2.   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 Types of Sponsorship Objectives

3.   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) Corporate Sponsorships

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

5.   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 Methods to Evaluate Effectiveness of Sponsorship

6.   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? Potential Sponsors Must Ask…

7.   Consists of employees responsible for evaluating and selecting sponsorship options  Four roles in this “buying center” consist of: Gatekeepers – Control the flow of information to others and act as a filtering device Influencers – Have input into the decision, usually based on their connections with the sports entity Decision-makers – Ultimately responsible for accepting/rejecting proposals Purchasers – Responsible for negotiating contracts and carrying out the terms of the sponsorship once the decision is made A “Buying Center”