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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

  • 1. 1.07 Sponsorships
  • 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. Sponsorships Big Organizations – Major Events – Major Activation – Major Ad Budgets Small Organizations -Smaller Events -Small/No Activation -Small/No Ad Budgets
  • 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. 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. Why Sponsorships Fail • • • • • No budget for activation Not long-term No measurable objectives Insufficient staffing No local extensions
  • 7. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee
  • 8. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee