Sponsorship Fundamentals

5,745 views
5,449 views

Published 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.

Published in: Education
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,745
On SlideShare
0
From Embeds
0
Number of Embeds
111
Actions
Shares
0
Downloads
228
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide
  • Defining Sponsorship
  • Sponsorship Fundamentals

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

    ×