Event Management & Promotion        February 20, 2013          Lecture Notes           Jackie Reau
Class Agenda•   Selling Alcohol in the Collegiate Setting•   Sponsorship Overview & Discussion•   Chili Bowl Sponsorship B...
Selling Alcohol in the Collegiate Setting:Pros vs. Cons
Elements of Sponsorship• Business Objectives Match• Financial Arrangement/Value of Deal• Exclusivity• Measurement (advance...
Why Sports Sponsorship?https://vimeo.com/26333378
Major Benefits of Value•   Exclusivity in category•   Retail opportunity with Kroger/Target•   National media opportunitie...
Sponsorship Benefits• Logo recognition   on the Flying Pig Marathon website Beer Series page• Promotion in the “Sponsor Sp...
Sports Sponsorship Activation?http://www.bing.com/videos/search?q=sports+sponsorships+forbes&view=detail&mid=0A40BDA1A60FD...
Rolex + Golf = Why?3 Benefits you want in the DEAL…
Activation Opportunities at the Chili Bowl•   Exclusivity in category•   Retail opportunity with Kroger/Target•   National...
Coca Cola + FIFA/World Cup = Why?3 Benefits you want in the DEAL…
T-Mobile + Team Armstrong = Why?3 Benefits you want in the DEAL…
GoDaddy.com + Danica = Why?3 Benefits you want in the DEAL…
Symetra + LPGA = Why?3 Benefits you want in the DEAL…
Group Class Pitch: Soda vs. Beer• Business Objectives with Chili Bowl/Brand• Exclusivity• Major benefits (three to five)• ...
Have a safe Spring Break!
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Xu events, sponsorship lecture, 2 19

  1. 1. Event Management & Promotion February 20, 2013 Lecture Notes Jackie Reau
  2. 2. Class Agenda• Selling Alcohol in the Collegiate Setting• Sponsorship Overview & Discussion• Chili Bowl Sponsorship Benefits• Sponsorship Group Pitch – Group #1: Beer – Group #2: Soda
  3. 3. Selling Alcohol in the Collegiate Setting:Pros vs. Cons
  4. 4. Elements of Sponsorship• Business Objectives Match• Financial Arrangement/Value of Deal• Exclusivity• Measurement (advance, during, post) for awareness, product/brand lift• Hospitality• Activation
  5. 5. Why Sports Sponsorship?https://vimeo.com/26333378
  6. 6. Major Benefits of Value• Exclusivity in category• Retail opportunity with Kroger/Target• National media opportunities• Hospitality opportunities• Activation opportunities• Charity partnership• Signage• Social Media
  7. 7. Sponsorship Benefits• Logo recognition on the Flying Pig Marathon website Beer Series page• Promotion in the “Sponsor Spotlight” section of the Flying Pig Marathon website andwithin social media outlets (Facebook 16,500+ fans, Twitter 6,000+ followers @runflyingpig)• Promotion in the Flying Pig e-newsletter, the Squeal (48,000+ subscribers)•Registration comps for staff members (Amount TBD for each Beer Series Event)• Logo on participant shirts for all Beer Series Events• Invitation(s) to Flying Pig Marathon VIP Party on Friday, May 3• Logo on the Beer Series ad in the Flying Pig Race Weekend Events Guide• Logo recognition on banners at each Beer Series event• Opportunity for booth space at the Post Race Party for each Beer Series event• Social Media opportunities created in collaboration with *** designed to build awarenessof ****’ Flying Pig and community support.• Opportunity to use “Proud Sponsor of the Flying Pig Marathon” in marketing materials• The Flying Pig Marathon staff will work with you to customize your participationbefore, after and during the event **** to provide: $
  8. 8. Sports Sponsorship Activation?http://www.bing.com/videos/search?q=sports+sponsorships+forbes&view=detail&mid=0A40BDA1A60FDB0329410A40BDA1A60FDB032941&first=0&FORM=NVPFVR
  9. 9. Rolex + Golf = Why?3 Benefits you want in the DEAL…
  10. 10. Activation Opportunities at the Chili Bowl• Exclusivity in category• Retail opportunity with Kroger/Target• National media opportunities• Hospitality opportunities• Activation opportunities• Charity partnership• Signage• Social Media
  11. 11. Coca Cola + FIFA/World Cup = Why?3 Benefits you want in the DEAL…
  12. 12. T-Mobile + Team Armstrong = Why?3 Benefits you want in the DEAL…
  13. 13. GoDaddy.com + Danica = Why?3 Benefits you want in the DEAL…
  14. 14. Symetra + LPGA = Why?3 Benefits you want in the DEAL…
  15. 15. Group Class Pitch: Soda vs. Beer• Business Objectives with Chili Bowl/Brand• Exclusivity• Major benefits (three to five)• Measurement (advance, during, post) for awareness, product/brand lift• Hospitality opportunities• Activation ideas/opportunities• Financial Arrangement/Value of Deal
  16. 16. Have a safe Spring Break!
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