0
1.07
Sponsorships
Term
• Sponsorship: underwriting an event for the purpose
of gaining a positive association for a brand with the
participa...
Sponsorships
Big Organizations
– Major Events
– Major Activation
– Major Ad Budgets

Small Organizations
-Smaller Events
-...
Explain benefits of sponsorship
• Increase sales and profits
• Introduce new good or service
• Be identified with an event...
Premium Sponsorships
• Entitlements: one major sponsor for an event (ex:
Sprint for NASCAR)
• Facility Entitlements: compa...
Why Sponsorships Fail
•
•
•
•
•

No budget for activation
Not long-term
No measurable objectives
Insufficient staffing
No ...
Ambush Marketing
• Giving the appearance of being associated with an
event without paying a sponsorship fee
Ambush Marketing
• Giving the appearance of being associated with an
event without paying a sponsorship fee
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Sem i 1.07 armstrong

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  • Kaser & Oelkers, p413
  • Kaser & Oelkers, p413
  • Kaser & Oelkers, p289
  • Farese, Nicholson & Grossman, 154-155
  • Farese, Nicholson & Grossman, 154-155
  • Shank, p352
  • Shank, p360
  • Shank, p360
  • Transcript of "Sem i 1.07 armstrong"

    1. 1. 1.07 Sponsorships
    2. 2. Term • Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees • Often considered a partnership between event and sponsor
    3. 3. Sponsorships Big Organizations – Major Events – Major Activation – Major Ad Budgets Small Organizations -Smaller Events -Small/No Activation -Small/No Ad Budgets
    4. 4. Explain benefits of sponsorship • Increase sales and profits • Introduce new good or service • Be identified with an event in which target market is interested • Earn goodwill of audience by showing commitment to community • Entertain clients, employees, potential customers • Enhance company image • Enter new/niche markets
    5. 5. Premium Sponsorships • Entitlements: one major sponsor for an event (ex: Sprint for NASCAR) • Facility Entitlements: company purchases promotional rights to entire stadium (ex: BB&T for the Dash) • Product Exclusivity: only one product in a category is granted sponsorship (ex: Food Lion is the only grocery sponsor for the ACC)
    6. 6. Why Sponsorships Fail • • • • • No budget for activation Not long-term No measurable objectives Insufficient staffing No local extensions
    7. 7. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee
    8. 8. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee
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