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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