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Aim: Sponsorship Do Now: Who in your town would be a good sponsor for high school athletics? Why? Name 3 companies. http://m.espn.go.com/nfl/story?storyId=10246065
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What is a Sponsor? A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition Local business sponsoring a little league team Business will pay for uniforms Business will put name on the uniform http://www.youtube.com/watch?v=iyvgD0vJgEQ
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Reasons for Sponsorship Increase sales Introduce a new product To compete where many customers are in one place To be identified with an event in which a target market is interested To earn the goodwill of the audience
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Reason for Sponsorship (Cont) TTo show their commitment to the community TTo enter new markets TTo entertain clients, employees, or potential customers TTo enhance the companies image http://www.lswbb.com/sponsors.html
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Local Vs National LSW http://www.lswbb.com/sponsors.html http://www.lswbb.com/sponsors.html Bowl Game TaxSlayer Putting an ACC VS SEC http://www.youtube.com/watch?v=yt9TwJIWa8c http://www.youtube.com/watch?v=yt9TwJIWa8c
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Need for Profit Business will receive a guaranteed amount of exposure Exposure is used to increase sales and profits Business uses market research to measure the results of its sponsorship Return- Profit the sponsor earns from its support of an athlete or team http://www.huffingtonpost.com/2012/07/02/applebees-see-you- tomorrow_n_1643373.html
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Sponsorship in Niche Markets Niche Marketing – involves researching a target market to determine the specific items or services a small group of people will buy Find out exactly what demographics is watching
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Example of Niche Markets Young men ages 12 to 34 ESPN started the X Games in 1995 More than 221,000 attended the X Games in 2002 X Games focused on the mostly young, male market that doesn’t enjoy sports like football and baseball Sponsors for these events included soft-drink makers, technology businesses, and clothing businesses http://www.time.com/time/business/article/0,8599,2031165,00.html http://www.time.com/time/business/article/0,8599,2031165,00.html http://kyssfm.com/dont-call-it-a-minivan/ http://kyssfm.com/dont-call-it-a-minivan/
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Activity Work in groups of 2 Determine a niche market for the sport that will be provided to you Who would you use as a sponsor? Why? Explain how the sponsor would be visible for the sport. What is your expected return from the sponsorship? Why?
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