Sponsorship Fundamentals
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Sponsorship Fundamentals

  • 5,806 views
Uploaded on

An introductory overview of the sponsorship process. Slides used in Week 2 of the course: Sport Sponsorship and Media, at the University of Canberra, Sport Studies.

An introductory overview of the sponsorship process. Slides used in Week 2 of the course: Sport Sponsorship and Media, at the University of Canberra, Sport Studies.

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
5,806
On Slideshare
5,701
From Embeds
105
Number of Embeds
8

Actions

Shares
Downloads
187
Comments
0
Likes
8

Embeds 105

http://sportsponsorshipandmedia.blogspot.com 44
http://www.slideshare.net 26
http://sportsponsorshipandmedia.blogspot.com.au 13
http://learnonline.canberra.edu.au 9
http://sportsponsorshipandmedia.blogspot.co.nz 7
http://sportsponsorshipandmedia.blogspot.co.uk 4
http://sportsponsorshipandmedia.blogspot.sg 1
http://sportsponsorshipandmedia.blogspot.ca 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Defining Sponsorship

Transcript

  • 1. SPONSORSHIP FUNDAMENTALS
    • A Sponsorship Overview
    • Who sponsors sport?
  • 2. OVERVIEW
    • PART A. UNDERSTANDING SPONSORSHIP
    • PART B. SELECTING THE RIGHT SPONSOR
    • PART C. MANAGEMENT & LEVERAGE
    • PART D. MEASURING SUCCESS
  • 3. A.1. Giving Sponsorship a Meaning
    • A.1.a. Definition
    • A.1.b. Sponsorship is persuasion
  • 4. A.2. The Meaning of our Sport Organisation
    • A.2.a. Current plans
    • A.2.b. Place in sport
    • A.2.c. Place in community
    • A.2.d. Place in media
    • A.2.e. Place in market
  • 5. A.2. The Meaning of Our Sport Organisation (cont.)
    • A.2.f. Values
    • A.2.g. Strengths and weaknesses
    • A.2.h. Potential
    • A.2.i. Our Research Information
  • 6. A.3. The Context of Potential Sponsorship
    • A.3.a. Current marketing policy
    • A.3.b. Previous sponsorship agreements
    • A.3.c. Audience and market
    • A.3.d. Mutual benefits
  • 7. B.1. Selecting a Potential Sponsor
    • B.1.a. Mutual “fit”
    • B.1.b. Benefits to each
    • B.1.c. Marketing a non-sport product using sport?
    • B.1.d. Identifying potential sponsors
  • 8. B.1. Selecting a Potential Sponsor (cont.)
    • B.1.e. Matching target markets
    • B.1.f. Geographics and demographics
    • B.1.g. Present & potential linkages
    • B.1.h. Sponsorship or other exposure?
  • 9. B.2 The Sponsorship Proposal
    • B.2.a. Approaching potential sponsors
    • B.2.b. Constructing a sponsorship plan
    • B.2.c. Packaging the sponsorship proposal
    • B.2.d. Advertising-public relations-promotion
  • 10. B.2. The Sponsorship Proposal (cont.)
    • B.2.e. Presenting sponsorship proposal
    • B.2.f. Negotiating
    • B.2.g. Contract or agreement
    • B.2.h. Advancing (mutual) best interests
  • 11. B.2. The Sponsorship Proposal (cont)
    • B.2.i. Use of the media
    • B.2.j. Celebrity endorsements
    • B.2.k. Servicing the sponsor
    • B.2.l. Servicing the sport
  • 12. C.1. Monitoring the Sponsorship
      • C.1.a. Who is the key person?
    • C.1.b. Obstacles, ambush and challenges
    • C.1.c. Keeping records
  • 13. C.1. Monitoring the Sponsorship (cont)
    • C.1.d. Sponsor and sponsee liaison
    • C.1.e. Visibility of sponsor
      • C.1.f. Visibility of sport product
  • 14. D.1. Measuring the Impact
      • D.1.a. Evaluation
      • D.1.b. Debriefings
      • D.1.c. Futures