1. 3.1 The Sponsor

3. DEFINED: Investment in a sports entity or property to achieve organizational goals Examples

4. Using the appeal of an event or Sports Property to market a company and/or it’s products

5. Sponsor Profit Sponsor Profit – Projected revenue from sports leagues, teams, & events for 2005 with percent change in year. SPORT2005 REVENUE2004 CHANGE NFL$560M23.1 % PGA$900M17.0 % NBA$360M16.1 % MLB$380M11.8 % NHL$230M(strike) --USA TODAY, 10/14/2005, 5B

6. The idea that the sponsor should match up with the appropriate Target Market of the Sports Property Acquisition Consideration

7. Company’s capitalizing on a particular event without paying any sponsorship fee

8. Sometimes called a “Title Sponsor” The main sponsor of an event or arena Pays for the Naming Rights of event Events will separate sponsorship levels Usually named by value invested – Platinum + Gold + Silver + Bronze...

11. Goals are either: Direct – easily measured “tangible” What can be measured? Indirect – not easily measured “intangible” What can be “felt” but not measured?

12. Exclusivity in Sponsorship is in “Categories” Example: Fast Food, Non-Alcoholic Beverages, Banking Events – Want Narrow Categories for Exclusivity Sponsors – Want Broad Categories for Exclusivity – “THE OFFICIAL FAST FOOD OF OUR TEAM” Budgeting Considerations

14. 1. Increase Sales 2. Increase Awareness 3. Be Competitive 4. Reach the Target Market 5. Build Customer Relationships 6. Develop Image