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Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
Sponsorship Fundamentals
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Sponsorship Fundamentals

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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.

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  • 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

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