Sponsorship is a commercial deal where a business provides support, usually financial, for a team, athlete or event in order to enhance their brand recognition and advertising. There are advantages and disadvantages to both sponsors and sports. Major sponsors can include companies like Nike, Adidas, and large television networks. In India, cricket receives huge sponsorship deals, for example the BCCI receives $60 million from Nike and $40 crores per match from Star India for broadcast rights. However, overdependence on sponsors can allow them too much influence over a sport.
This document discusses sports sponsorship, defining it as financial support of sports in exchange for advertising. It outlines the history of sponsorship dating back to the 1800s and covers the various types including individual athlete, team, event, and broadcast sponsorship. International and Pakistani examples are provided. Advantages include brand awareness and sales increases, while limitations involve negative associations and lack of control. The conclusion states that sponsorship can effectively promote brands but requires careful planning to mitigate risks.
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
Event Sponsorships 101: How to Grow Your Event Revenue with SponsorshipsTicketbud
Potential sponsors have a lot of events to choose from. See how to land that big sponsor through this collection of event sponsorship proposal templates & tactics.
This document outlines the key elements of an effective sports sponsorship proposal. It discusses setting the scene by explaining how sports sponsorship creates value for both parties. It also covers knowing your sport product and the sponsor's brand, generating sponsor interest by matching product and brand, and outlining the value commitment for both sides. The proposal presentation section provides guidance on preparing for and conducting the presentation, including introducing yourself and the product, explaining how the product and sponsor fit together, specifying the sponsorship details, and providing costs and next steps.
The document discusses various ways that sports franchises can utilize social media for fan engagement. It outlines forms of in-game social media like in-venue displays of fan photos and videos, on-screen graphics with athlete tweets, grouping conversations by trending topics, polls on Twitter and Facebook, Twitter battles between teams, and in-game player tweets. Integrating these social media strategies can enhance fan involvement and increase buzz for teams.
The document discusses the topic of sponsorship in sports. It provides information on what sponsorship is, the reasons why companies pursue sports sponsorship, and the advantages and disadvantages of sponsorship for both the sponsoring companies and the sports organizations. It notes that sponsorship is a business relationship that can provide benefits like increased brand awareness, sales, and goodwill for companies, while giving sports additional income, raising standards, and increasing status. However, sponsorship also carries risks like poor publicity returns or being associated with teams that fail to succeed.
The document summarizes information about events and sponsorship from an MM Group presentation. It discusses the definition of events, types of events, and defines sponsorship. Sponsorship is described as financially supporting an event in exchange for commercial opportunities. The benefits of sponsorship for companies are explained as raising brand awareness, creating positive PR, and building brand positioning. Examples of sponsorship for career events, Olympics, and FIFA World Cups are provided, along with case studies on the effects of sponsorship and "ambush marketing".
Sponsorship is a commercial deal where a business provides support, usually financial, for a team, athlete or event in order to enhance their brand recognition and advertising. There are advantages and disadvantages to both sponsors and sports. Major sponsors can include companies like Nike, Adidas, and large television networks. In India, cricket receives huge sponsorship deals, for example the BCCI receives $60 million from Nike and $40 crores per match from Star India for broadcast rights. However, overdependence on sponsors can allow them too much influence over a sport.
This document discusses sports sponsorship, defining it as financial support of sports in exchange for advertising. It outlines the history of sponsorship dating back to the 1800s and covers the various types including individual athlete, team, event, and broadcast sponsorship. International and Pakistani examples are provided. Advantages include brand awareness and sales increases, while limitations involve negative associations and lack of control. The conclusion states that sponsorship can effectively promote brands but requires careful planning to mitigate risks.
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
Event Sponsorships 101: How to Grow Your Event Revenue with SponsorshipsTicketbud
Potential sponsors have a lot of events to choose from. See how to land that big sponsor through this collection of event sponsorship proposal templates & tactics.
This document outlines the key elements of an effective sports sponsorship proposal. It discusses setting the scene by explaining how sports sponsorship creates value for both parties. It also covers knowing your sport product and the sponsor's brand, generating sponsor interest by matching product and brand, and outlining the value commitment for both sides. The proposal presentation section provides guidance on preparing for and conducting the presentation, including introducing yourself and the product, explaining how the product and sponsor fit together, specifying the sponsorship details, and providing costs and next steps.
The document discusses various ways that sports franchises can utilize social media for fan engagement. It outlines forms of in-game social media like in-venue displays of fan photos and videos, on-screen graphics with athlete tweets, grouping conversations by trending topics, polls on Twitter and Facebook, Twitter battles between teams, and in-game player tweets. Integrating these social media strategies can enhance fan involvement and increase buzz for teams.
The document discusses the topic of sponsorship in sports. It provides information on what sponsorship is, the reasons why companies pursue sports sponsorship, and the advantages and disadvantages of sponsorship for both the sponsoring companies and the sports organizations. It notes that sponsorship is a business relationship that can provide benefits like increased brand awareness, sales, and goodwill for companies, while giving sports additional income, raising standards, and increasing status. However, sponsorship also carries risks like poor publicity returns or being associated with teams that fail to succeed.
The document summarizes information about events and sponsorship from an MM Group presentation. It discusses the definition of events, types of events, and defines sponsorship. Sponsorship is described as financially supporting an event in exchange for commercial opportunities. The benefits of sponsorship for companies are explained as raising brand awareness, creating positive PR, and building brand positioning. Examples of sponsorship for career events, Olympics, and FIFA World Cups are provided, along with case studies on the effects of sponsorship and "ambush marketing".
This document provides an analysis of Manchester United as a sports brand using the CBBE model. It discusses how sports brands differ from traditional brands in their ability to create brand loyalty among fans. Manchester United is presented as a truly global sports brand with a multi-cultured team, strategic alliances, and fans around the world. The brand strategy focuses on football success, increasing the fan base through loyalty and affinity, and monetizing the fan base through merchandise, media, and other commercial activities.
How To Get Sponsored: Create A Sponsorship Proposal That Rockssponsormomentum
How to get sponsored: Create Sponsorship Proposals That Rock
Whether you are just starting with event sponsorship campaigns or have "been there, done that" this presentation can help you. Inside is a top secret skill to sponsorship, how to get sponsored and how to create effective sponsorship proposals.
This is THE most simple overview to sponsorship proposal creation. However, there's much more to sponsorship development than a pretty slide show(Thank you haikudeck.com). Finding sponsorship for your event is a complex process that is very fulfilling, but requires a very specific strategy each time you approach a potential supporter. You have to be sponsor centered in your approach, rather than a traditional approach to sponsorship that begins and ends with your details, needs and goals.
For more help, visit http://www.sponsormomentum.com. Follow us on Twitter at http://www.twitter.com/sponsormomentum and Facebook at http://www.facebook.com/sponsormomentum.
My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.
Kickstart a successful event with our free ebook: http://ptix.co/1THaZaM
Sponsorship need not be salesy - try to pitch your event creatively. Experiment with these 8 sponsorship ideas you can offer to prospective sponsors that will be of benefit to themselves and your attendees as well.
Follow us for more #peatips and #eventhacks.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This document provides an overview of sports marketing in Charlotte and beyond. It discusses what constitutes a sport and defines sports marketing as applying marketing principles and processes to sports products and marketing non-sports products associated with sports. It also outlines the structure of the sports industry, including the various participants, products, and organizations involved. Finally, it provides details on the major sports teams and events in the Charlotte metro area and their economic impact.
Jeu de paume was a precursor to modern tennis that originated in France in the 12th century. It was played indoors without racquets but they were later introduced. Lawn tennis developed from jeu de paume and other sports, with two key innovations - in 1859 Major Harry Gem mixed different sports rules and equipment, and in 1873 Major Walter Clopton Wingfield designed and patented a similar game called Sphairistikè. Tennis basically consists of hitting the ball over the net to the opponent's side in singles or doubles play, following a scoring system of 15, 30, 40, and sets of 6 games.
This document discusses sport consumer behavior and involvement. It defines the different types of sport consumers as fans, athletes/coaches, and sport firms. It then explains the three types of involvement as affective (feelings toward a sport), behavioral (hands-on participation), and cognitive (knowledge acquisition). The document outlines many factors that influence consumer involvement, such as significant others, culture, class, gender, environment, and individual characteristics and motivations. It also describes the consumer decision making process regarding sport involvement.
The document contains a SWOT analysis of the WNBA that identifies strengths such as being the most successful women's professional sports league and being supported by the NBA brand. Weaknesses include low regular season attendance averaging less than 8,000 and a lack of dunks and tricks. Opportunities exist in unique marketing strategies and increasing revenue through streaming and social media. Threats include players choosing to play overseas for higher salaries and potential lack of financial support from the NBA.
This presentation discusses new trends in fan engagement around sport industry but can be applied to other industries as well. myQuiz.org is a platform which allows fan engagement via gamification.
The document discusses global sponsorship spending trends and opportunities. It provides statistics showing that the majority of sponsorship spending goes towards sports, with community events and causes also receiving significant funds. The benefits of sponsorship include visibility, branding, networking, and generating sales. Common mistakes sponsors make include inadequate preparation, not understanding the partner's needs, and poor event documentation. Key factors for proposals include providing measurable ROI, customizing the proposal for each partner, and building strong relationships over time.
The document is a sponsorship proposal for a proposed Premiere Basketball League in India, outlining details of the league such as format, marketing plan, and sponsorship opportunities. It discusses the untapped potential of basketball in India and presents Nike as a sponsor, highlighting benefits such as visibility, access to target audiences, and opportunities to test new products. Sponsorship levels ranging from title sponsor to silver sponsor are outlined with corresponding investment amounts and benefits.
This document summarizes key aspects of sports licensing. It discusses that licensing promotes sports brands through exposure, awareness, loyalty and affiliation. It increases revenue for sports organizations and leagues and protects their intellectual property. College sports have the longest licensing season. Licensing is a $17.5 billion global business. Licensing models involve licensors, agencies, licensees and retailers, with licensors earning royalties on licensed goods. The document also discusses strategies for promoting licensing programs, such as market penetration, development and diversification. It emphasizes the importance of protecting licensed intellectual property.
The document discusses the relationship between sports and media. It defines both media and sport, noting they are intertwined commercial industries focused on economic profit. The media emphasizes consumerism, individualism, and competition to serve those in power. Newspapers, magazines, radio, television, movies, and the internet all link sports and media by covering sports news and events. While media coverage increases sports' money, education, and inspiration, it can also introduce bias by focusing on only popular sports and overload viewers with too much sports content. The document concludes that sports and media have a global relationship but the power of major media companies raises issues around access and equity.
Sports licensing allows sports teams and organizations to license their names, logos, and trademarks to companies to use on products. This provides revenue to both the sports body as licensor and the licensee company. Licensors select reputable licensees that will represent the brand appropriately. Licensing deals allow companies to reach large fan bases of sports brands globally, providing significant business opportunities.
Outline the key details about your event, including what it is about, who will attend, important dates, and photos from past events. Highlight the various sponsorship types and benefits available, making sure to specify which level of sponsorship you are requesting. Include testimonials from influential people and information on how sponsors can register guests. Provide your target sponsor profile and make the pitch document concise, personal, and easily accessible online with all your contact details.
The document discusses the economic globalization of sport. It notes that sport began internationalizing long ago when foreign athletes participated in the Greek Olympics. International competitions emerged with the rise of modern industrial capitalism in the late 19th century. Sports have increasingly become related to commercial activity and profit-seeking corporations. Many professional athletes now compete internationally and all major sporting events are broadcast globally. Sports equipment and apparel are also globally produced and marketed. However, less developed countries have difficulty competing due to fewer resources for sport programs and facilities.
Li Ning - Industry and competitor analysis with recommendationsYannick Pinkinelli
This document analyzes the sportswear industry in Europe from 2009-2013. It shows the market size grew over 50 billion euros and breaks down sales by region. Opportunities include partnering with European brands and a recent acquisition, while threats include economic downturns and intense competition. Competitors like Adidas and Decathlon are examined, with Adidas being the largest player and Decathlon focusing on low prices. Recommendations include creating a new premium brand through a partnership between Li-Ning and Philipp Plein, developing a product line that combines sports and elegance, and distributing through flagship stores and a marketing campaign communicating the brand's attributes.
The document proposes holding a golf tournament fundraiser to raise money for D.S.S.T. athletics. It outlines plans to host the tournament at Common Ground Golf Course and projects raising $19,200 total from tournament fees, sponsorships, and additional revenue from mulligans, hole-in-one contests, and gimme strings. Expenses of $6,350 are estimated for facility rental, insurance, gifts, prizes, signage, publicity, and event planning. With income projected at $19,200 and expenses at $6,350, the golf tournament is estimated to yield a $12,850 profit.
National competitions in sports started growing in popularity during the Victorian era in England. Sports were seen as compatible with industrialized society because they had clear rules and time limits that protected business interests. There was also a religious motivation to encourage "Muscular Christianity" and the ideal of a healthy mind and body. However, many ignored the religious aspects and gambled on the outcomes of matches instead. Sports like football and cricket emerged from private schools and moved to northern industrial towns, becoming very popular with the working classes. Different sports were associated with different social classes and regions of England.
The document discusses sports marketing and how it is used by companies to reach consumers. It defines sports marketing as activities designed to satisfy sports consumers using sports or athletes to connect with targeted groups. Sports marketing includes market segmentation, product development, pricing, placement, and promotion strategies. It is a multibillion dollar industry that is essential for funding sports.
The document discusses key elements of sponsorship agreements, including defining the nature and rights of the sponsorship, exclusivity clauses, intellectual property licensing, payment terms, and dispute resolution. It provides an overview of a conference on advertising and marketing law that will cover these topics through presentations and case studies. Panelists will discuss rights of first refusal, ambush marketing, and how the Canadian Olympic Committee partners with sponsors.
This document provides an analysis of Manchester United as a sports brand using the CBBE model. It discusses how sports brands differ from traditional brands in their ability to create brand loyalty among fans. Manchester United is presented as a truly global sports brand with a multi-cultured team, strategic alliances, and fans around the world. The brand strategy focuses on football success, increasing the fan base through loyalty and affinity, and monetizing the fan base through merchandise, media, and other commercial activities.
How To Get Sponsored: Create A Sponsorship Proposal That Rockssponsormomentum
How to get sponsored: Create Sponsorship Proposals That Rock
Whether you are just starting with event sponsorship campaigns or have "been there, done that" this presentation can help you. Inside is a top secret skill to sponsorship, how to get sponsored and how to create effective sponsorship proposals.
This is THE most simple overview to sponsorship proposal creation. However, there's much more to sponsorship development than a pretty slide show(Thank you haikudeck.com). Finding sponsorship for your event is a complex process that is very fulfilling, but requires a very specific strategy each time you approach a potential supporter. You have to be sponsor centered in your approach, rather than a traditional approach to sponsorship that begins and ends with your details, needs and goals.
For more help, visit http://www.sponsormomentum.com. Follow us on Twitter at http://www.twitter.com/sponsormomentum and Facebook at http://www.facebook.com/sponsormomentum.
My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.
Kickstart a successful event with our free ebook: http://ptix.co/1THaZaM
Sponsorship need not be salesy - try to pitch your event creatively. Experiment with these 8 sponsorship ideas you can offer to prospective sponsors that will be of benefit to themselves and your attendees as well.
Follow us for more #peatips and #eventhacks.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This document provides an overview of sports marketing in Charlotte and beyond. It discusses what constitutes a sport and defines sports marketing as applying marketing principles and processes to sports products and marketing non-sports products associated with sports. It also outlines the structure of the sports industry, including the various participants, products, and organizations involved. Finally, it provides details on the major sports teams and events in the Charlotte metro area and their economic impact.
Jeu de paume was a precursor to modern tennis that originated in France in the 12th century. It was played indoors without racquets but they were later introduced. Lawn tennis developed from jeu de paume and other sports, with two key innovations - in 1859 Major Harry Gem mixed different sports rules and equipment, and in 1873 Major Walter Clopton Wingfield designed and patented a similar game called Sphairistikè. Tennis basically consists of hitting the ball over the net to the opponent's side in singles or doubles play, following a scoring system of 15, 30, 40, and sets of 6 games.
This document discusses sport consumer behavior and involvement. It defines the different types of sport consumers as fans, athletes/coaches, and sport firms. It then explains the three types of involvement as affective (feelings toward a sport), behavioral (hands-on participation), and cognitive (knowledge acquisition). The document outlines many factors that influence consumer involvement, such as significant others, culture, class, gender, environment, and individual characteristics and motivations. It also describes the consumer decision making process regarding sport involvement.
The document contains a SWOT analysis of the WNBA that identifies strengths such as being the most successful women's professional sports league and being supported by the NBA brand. Weaknesses include low regular season attendance averaging less than 8,000 and a lack of dunks and tricks. Opportunities exist in unique marketing strategies and increasing revenue through streaming and social media. Threats include players choosing to play overseas for higher salaries and potential lack of financial support from the NBA.
This presentation discusses new trends in fan engagement around sport industry but can be applied to other industries as well. myQuiz.org is a platform which allows fan engagement via gamification.
The document discusses global sponsorship spending trends and opportunities. It provides statistics showing that the majority of sponsorship spending goes towards sports, with community events and causes also receiving significant funds. The benefits of sponsorship include visibility, branding, networking, and generating sales. Common mistakes sponsors make include inadequate preparation, not understanding the partner's needs, and poor event documentation. Key factors for proposals include providing measurable ROI, customizing the proposal for each partner, and building strong relationships over time.
The document is a sponsorship proposal for a proposed Premiere Basketball League in India, outlining details of the league such as format, marketing plan, and sponsorship opportunities. It discusses the untapped potential of basketball in India and presents Nike as a sponsor, highlighting benefits such as visibility, access to target audiences, and opportunities to test new products. Sponsorship levels ranging from title sponsor to silver sponsor are outlined with corresponding investment amounts and benefits.
This document summarizes key aspects of sports licensing. It discusses that licensing promotes sports brands through exposure, awareness, loyalty and affiliation. It increases revenue for sports organizations and leagues and protects their intellectual property. College sports have the longest licensing season. Licensing is a $17.5 billion global business. Licensing models involve licensors, agencies, licensees and retailers, with licensors earning royalties on licensed goods. The document also discusses strategies for promoting licensing programs, such as market penetration, development and diversification. It emphasizes the importance of protecting licensed intellectual property.
The document discusses the relationship between sports and media. It defines both media and sport, noting they are intertwined commercial industries focused on economic profit. The media emphasizes consumerism, individualism, and competition to serve those in power. Newspapers, magazines, radio, television, movies, and the internet all link sports and media by covering sports news and events. While media coverage increases sports' money, education, and inspiration, it can also introduce bias by focusing on only popular sports and overload viewers with too much sports content. The document concludes that sports and media have a global relationship but the power of major media companies raises issues around access and equity.
Sports licensing allows sports teams and organizations to license their names, logos, and trademarks to companies to use on products. This provides revenue to both the sports body as licensor and the licensee company. Licensors select reputable licensees that will represent the brand appropriately. Licensing deals allow companies to reach large fan bases of sports brands globally, providing significant business opportunities.
Outline the key details about your event, including what it is about, who will attend, important dates, and photos from past events. Highlight the various sponsorship types and benefits available, making sure to specify which level of sponsorship you are requesting. Include testimonials from influential people and information on how sponsors can register guests. Provide your target sponsor profile and make the pitch document concise, personal, and easily accessible online with all your contact details.
The document discusses the economic globalization of sport. It notes that sport began internationalizing long ago when foreign athletes participated in the Greek Olympics. International competitions emerged with the rise of modern industrial capitalism in the late 19th century. Sports have increasingly become related to commercial activity and profit-seeking corporations. Many professional athletes now compete internationally and all major sporting events are broadcast globally. Sports equipment and apparel are also globally produced and marketed. However, less developed countries have difficulty competing due to fewer resources for sport programs and facilities.
Li Ning - Industry and competitor analysis with recommendationsYannick Pinkinelli
This document analyzes the sportswear industry in Europe from 2009-2013. It shows the market size grew over 50 billion euros and breaks down sales by region. Opportunities include partnering with European brands and a recent acquisition, while threats include economic downturns and intense competition. Competitors like Adidas and Decathlon are examined, with Adidas being the largest player and Decathlon focusing on low prices. Recommendations include creating a new premium brand through a partnership between Li-Ning and Philipp Plein, developing a product line that combines sports and elegance, and distributing through flagship stores and a marketing campaign communicating the brand's attributes.
The document proposes holding a golf tournament fundraiser to raise money for D.S.S.T. athletics. It outlines plans to host the tournament at Common Ground Golf Course and projects raising $19,200 total from tournament fees, sponsorships, and additional revenue from mulligans, hole-in-one contests, and gimme strings. Expenses of $6,350 are estimated for facility rental, insurance, gifts, prizes, signage, publicity, and event planning. With income projected at $19,200 and expenses at $6,350, the golf tournament is estimated to yield a $12,850 profit.
National competitions in sports started growing in popularity during the Victorian era in England. Sports were seen as compatible with industrialized society because they had clear rules and time limits that protected business interests. There was also a religious motivation to encourage "Muscular Christianity" and the ideal of a healthy mind and body. However, many ignored the religious aspects and gambled on the outcomes of matches instead. Sports like football and cricket emerged from private schools and moved to northern industrial towns, becoming very popular with the working classes. Different sports were associated with different social classes and regions of England.
The document discusses sports marketing and how it is used by companies to reach consumers. It defines sports marketing as activities designed to satisfy sports consumers using sports or athletes to connect with targeted groups. Sports marketing includes market segmentation, product development, pricing, placement, and promotion strategies. It is a multibillion dollar industry that is essential for funding sports.
The document discusses key elements of sponsorship agreements, including defining the nature and rights of the sponsorship, exclusivity clauses, intellectual property licensing, payment terms, and dispute resolution. It provides an overview of a conference on advertising and marketing law that will cover these topics through presentations and case studies. Panelists will discuss rights of first refusal, ambush marketing, and how the Canadian Olympic Committee partners with sponsors.
Licensing and merchandising allows companies to pay fees to use brands, logos, and intellectual property on products. The licensor grants these licenses, while the licensee pays fees to use the property. Licensed products can feature league, team, or individual names and images. Licensing agreements apply to many product types but licensors must select products that suit their brand image. Licensed merchandise is available through various retail channels beyond just event venues.
The document discusses the key concepts in sports marketing including defining sports marketing, comparing it to traditional marketing, outlining the benefits and sectors of sports marketing. It also summarizes the marketing of sports teams and events, marketing products through sports, sports sponsorship, and the major elements of sports marketing such as product, service, pricing, promotion, and distribution strategies. The rights holders, broadcasters, facilities/venues, promoters, buyers/sponsors, agents/athletes, and event management/operations involved in sports marketing are also defined.
This document discusses several key differences between sports marketing and traditional goods/services marketing. It begins by exploring the differences between fans and customers, noting that fans strongly identify with teams and players in a way that customers do not identify with brands. It then examines how this identification leads fans to promote teams through merchandise, attending games, and online activities. The document also analyzes how media and advertising costs are structured differently for sports versus traditional businesses. It provides the example of facilities often being publicly funded for sports teams but not for most private companies. Overall, the document analyzes the psychology of fandom and how it allows sports marketing to be highly effective.
This document discusses brand licensing and celebrity endorsements. It defines brand licensing as leasing a brand name to another company, provides examples, and outlines the licensing process and benefits to licensors and licensees. Celebrity endorsements are defined as using a famous person to promote a product or service. The purpose is generally to increase sales and attract customer attention. Celebrities are commonly used to endorse high-priced, popular products that need to coordinate diverse customer groups.
The document discusses the X Games, an annual extreme sports competition organized by ESPN. It provides details on the growth of the X Games in terms of popularity and profitability. It also examines how companies use the X Games to market themselves by sponsoring events and creating interactive experiences that align with target audiences. Specifically, the document outlines marketing strategies used by Bud Light, Harley Davidson, and Fruit of the Loom at past X Games events.
This document summarizes a panel discussion on naming rights for sports venues and facilities. The panel included experts from Legends Sales & Marketing, Source1Sports, SponsorshipUniverse, and MSP Sports. They discussed topics such as why companies purchase naming rights, what assets are really being acquired, alternatives to naming rights deals, issues that can arise, and how to value naming rights for negotiation purposes. Case studies of specific naming rights deals and venues were also examined.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, advertising effectiveness, schedules, and primetime slots influence promotional success.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
The document discusses various promotional strategies and considerations for sports and entertainment promotion, including:
1) Setting specific and measurable goals for promotional campaigns and understanding the target market.
2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, effectiveness measurement, scheduling, and primetime placement can influence sales.
This document discusses topics related to sports and entertainment marketing, including defining sports and entertainment marketing, choosing distribution channels, and addressing economic issues. It provides examples of marketing strategies for different stages of product lifecycles in sports and entertainment. These include strategies for the introduction, growth, maturity, and decline stages. It also discusses marketing considerations and strategies for various sectors within sports and entertainment, such as collegiate and professional sports.
Eo1 Solutions is expanding beyond motorsports into new business areas by leveraging the brand loyalty of racing fans. Eo1 will provide companies access to over 90 million consumers, 72% of whom exhibit strong brand loyalty. Eo1 campaigns focus on increasing company visibility, revenue, and employee morale through motorsports sponsorships and promotional items. Specific sponsorships include NASCAR's popular Sprint Cup Series which attracts millions of television viewers each race and cultivates fiercely loyal fans.
Diversified Licensing & Marketing Associates (DLM) provides global licensing and marketing consulting services. The principal, David Mitchell, has over 30 years of experience in consumer products, sports marketing, and licensing. DLM offers strategic planning, program development, business negotiations, and other services. Current clients include The Fairfield Fun Factory, Fashion Resources, and Technopak. Fees are hourly or project based with a success fee, and expenses are billed at cost.
Nike is the world's largest athletic footwear and apparel company. It was founded in 1964 and has evolved from distributing Onitsuka Tiger shoes to becoming a global leader in designing and marketing athletic footwear, apparel, and equipment. Nike focuses on innovation through product research in areas like biomechanics and uses high-profile athlete endorsements and aggressive marketing to promote its brand. While Nike dominates the industry, it faces challenges from increasing competition and changing consumer preferences.
Nike was founded in 1960 in Oregon by Phil Knight and Bowerman. It has grown from a small startup to a global brand covering the US and international markets. Nike focuses on performance and quality in its products while also prioritizing fashion. It builds brand equity through endorsements of top athletes, which helps drive sales and loyalty. Nike tailors its marketing and sponsorships to different cultural markets around the world. Sponsorships are vital to Nike's success in building its initial customer base and occupying mind share. However, some aggressive marketing messages were not well received in all markets. Fashion is also an important part of Nike's brand identity and product line.
Part two opportunities for land-based casinos in a digital worldNicky Senyard
This document discusses opportunities in the US gaming market for online horse-racing wagering and daily fantasy sports. It provides an overview of the history and current state of the horse-racing and daily fantasy sports industries in the US. Key points covered include the size and growth of the horse-racing and daily fantasy sports markets, the regulatory environment, challenges and opportunities for operators, and recommendations on marketing strategies for smaller brands looking to enter the market.
Part Two: Opportunities for Land-Based Casinos in a Digital WorldNicky Senyard
This document discusses opportunities in the US gaming market for online horse-racing wagering and daily fantasy sports. It provides an overview of the history and current state of the horse-racing and daily fantasy sports industries in the US. Key points covered include the size and growth of the horse-racing and daily fantasy sports markets, the regulatory environment, challenges and opportunities for operators, and recommendations on marketing strategies for smaller brands looking to enter the space.
Nike is the largest seller of athletic footwear and apparel in the world. It designs and markets footwear, apparel, equipment, and accessory products for a variety of sports and fitness activities. Nike utilizes a combination of competitive strategies, focusing on being a low-cost provider through outsourcing manufacturing while also pursuing product differentiation through innovative design, marketing, and brand building. Nike's core competencies that provide it sustainable competitive advantages include its strong marketing emphasis on celebrity endorsements, extensive research and development capabilities to drive technological innovation, and supply chain management expertise in sourcing globally.
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This document discusses factors that influence international business environments such as geography, culture, economic development, and politics. It describes various trade barriers like quotas and tariffs that countries impose. Methods for encouraging trade include free-trade zones, agreements, and common markets. The roles of multinational corporations and their global or multinational strategies are outlined. Modes of entering foreign markets like licensing, franchising, and joint ventures are defined. Finally, major international trade organizations such as the WTO, IMF, and World Bank are introduced along with their purposes.
This document discusses various transportation options and issues related to owning a private vehicle. It covers public transportation options as well as different types of private vehicles. When buying a car, it's important to consider the purchase price, taxes, fees, financing costs, insurance, gas, maintenance, and potential repair expenses. Proper vehicle maintenance is also discussed as key to protecting your investment and avoiding costly repairs.
Digital badges are an online assessment and credentialing mechanism that can validate skills gained both inside and outside the classroom. Badges make learning visible and can be customized for anything from classwork to clubs to standardized tests. Multiple websites make it easy for teachers to create badges and for students to display badges they earn in an online "backpack." While still not widely used in K-12, some companies and organizations are starting to recognize badges as legitimate credentials. Supporters hope badges will eventually transform education and the job market by providing alternative credentials to traditional certificates and degrees.
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2. 1. To explain sports sponsorships.
2. To examine sports endorsements.
3. To discover the relationship between
sports sponsorships and endorsements.
4. To assess the future of sports
sponsorships and endorsements.
2
5. • Are two types of licensing
• Can be considered a part of event marketing
• Tie a company’s name or product to a
particular identifiable figure, place or event
5
Licensing- an agreement which gives a company the
right to use another brand’s name, patent or other
intellectual property for a royalty or fee
Event marketing- all activities which are
associated with the sale, distribution and
promotion of a sport or entertainment event
6. • Occur globally
• Were worth approximately $17.2 billion
in North America and $46.3 billion
globally in 2010
• Serve as an extra source of income for
athletes, coaches and team owners
• Are meant to increase revenue of the
business paying for the sponsorship or
endorsement
6
7. • Is an organization which specializes in
marketing and managing sports events,
sports teams and professional athletes
• Are composed of sports agents
• Help companies coordinate sports-related
or sport-sponsored events
• Provide professionals to help athletes,
coaches and teams negotiate pay,
endorsements, sponsorships, etc.
7
Notable Sports Agencies- Wasserman Media
Group, Creative Artist Agency, International
Management Group and Octagon
8. • Handle contract negotiations with an
athlete, team and corporate sponsors
– these negotiations can include the following:
endorsements, licensing agreements, speaking
engagements and personal appearances
• Are responsible for meeting with team
owners, managers,
coaches and other
individuals to promote
a client
8
9. • Need to be knowledgeable regarding
investments, business management,
financial and risk analysis and sport
trends
• Should have excellent communication
and negotiation skills
• Are in constant contact with clients
9
10. • Meet with athletes, coaches, team
owners and managers
• Draw up contracts and negotiate
settlement offers
• Travel to represent clients in contract
negotiations
• Recruit and market his or her services
in various sports
• Coordinate photo shoots, sponsorships
and endorsements 10
11. • Help keep clients focused on the sport
rather than the business
• Have an extensive network of contacts
• Knowledge of the laws and regulations of
contracts, sponsorships and
endorsements
• Serve as a guide for clients’ long-term
financial success
11
13. • Is the promotion of a company in association
with a property or event
• Generates funds for all facets of sporting
venues
• Is designed to benefit both the sponsor and the
sponsored
• Helps increase a company’s branding
13
Branding- the process of forming a mental association
with a company or product
14. • Can be flexible
– company can sponsor all or portions of a
sporting event
example:
“This half-time performance is brought to you
by…..”
“AT&T® Player of the Game…..”
“American Airlines® Arena”
14
Can you name a company who has a
sponsorship like the ones mentioned
in the example?
15. • To the sponsor:
– improve sales by creating interest in
products and/or services
– generate brand awareness
– enhance image through association with
athlete, team or event
15
Brand Awareness- the ongoing effort of sponsors and
advertisers to keep their brand or product at the
forefront of fans’ minds
16. • To the sponsored:
– help pay costs and expenses
– raise standards
– increase status
16
In 1999 FedEx Corp.® agreed to pay the Washington
Redskins™ $7.6 million per year for 27 years to for
the rights to name the stadium FedEx® Field.
18. • Is any kind of graphic created to display
information to a particular audience
• Can be located anywhere
it can be seen such
as on the scoreboard,
floorboards or rafters
• Provides direct advertising for the
company if a game or event is televised
and the sign is shown
18
19. NASCAR® offers several different
opportunities for signage sponsorship.
Companies can purchase the rights to
place their logo, slogan and/or colors on
various parts of the car in the race as
well as around the track, on the driver’s
suit and the pit crew’s uniforms. Home
Depot®, Old Spice®, Lowe’s® and Wal-
Mart® are just a few of the companies
which sponsor cars.
19
20. • Are the association of a company’s name
with the name of an event or facility in
exchange for money or other
considerations
• Occur when there is one major sponsor
for an event
• Provide a clear link to the sponsor thus
providing direct advertising to the
sponsor
20
•Are the association of a company’s name with the name of an event or facility in exchange for money or other considerations
•Occur when there is one major sponsor for an event
•Provide a clear link to the sponsor direct advertising to the sponsor
21. • PGA® has entitlement sponsors for a
majority of its tournaments
– the sponsor’s name appears in the name of
the tournament
– The Buick® Invitational, The Outback
Steakhouse® Pro-Am and The Wachovia®
Championship are just a few of the
tournaments with entitlement sponsors
21
22. • Occur when a company purchases the
promotional rights to an entire stadium
• Have become a popular way for
companies to gain publicity
• Offer publicity to the company when any
event is held at the facility
22
Raymond James Financial®, the stadium entitlement
sponsor for the hosting venue of Super Bowl XLIII in
Tampa Bay amassed an overall exposure value of
$37.3 million from the media coverage leading up
to and following the big game.
23. • Many NFL® teams play in stadiums which
have facility entitlements
• Reliant® Stadium in Houston, Heinz®
Stadium in Pittsburgh and Lucas Oil®
Stadium in Indianapolis
are just a few of the
stadiums with facility
entitlements
23
24. • Occurs when only one product in a
product category is approved for
sponsorship
• Prevents other companies from
advertising or selling their
product at the event
• Ensures a company
makes a profit from their
product being sold
24
25. • The Olympics have many official
sponsors which use product exclusivity
• Coca-Cola® is the official drink of the
Olympics meaning only Coke® products
are sold in Olympic-sanctioned stores
• Kodak® is the official camera of the
Olympics therefore only
Kodak® cameras would
be sold at the Olympic
stores
25
27. • Are statements of approval concerning a
product or service by an individual or
organization on behalf of the producer
• Generate publicity through the use of an
individual’s or organization’s celebrity in an
advertisement
• Provide familiarity and credibility to a product
by making it relatable to a consumer
27
In 2008, Dallas Cowboy quarterback Tony Romo
signed a five-year, $10 million endorsement
deal with STARTER®, which is believed to be the
largest footwear and apparel deal in NFL® history.
28. • A few of the athletes Nike® has endorsed
include Tiger Woods, LeBron James and
Serena Williams
• Hanes® is endorsed by Michael Jordan
• Canon® has an endorsement deal with
Maria Sharapova
• Peyton Manning has an
endorsement agreement
with DirectTV®
28
29. • Are highly regulated by the Federal Trade
Commission
• Require by law the endorser actually use
the product at some point in time
• Must not be deceptive in nature
– it is illegal to produce advertisements with
endorsements consumers find
misleading
29
30. • Name recognition
• Positive image
• Successful career
• Demographic match
• Similar qualities to the product
30
31. • Is necessary because if people do not
know the athlete, the product might not
seem as special or unique
– for example:
Who would you be more
willing to buy from if you
were purchasing a set of
Callaway® golf clubs, Phil Mickelson
or Bob White?
If you were purchasing a pair of ice skates who
would you choose to give their opinion, Michelle
Kwan or Sarah Connor? 31
32. • Is a major factor because athletes who
endorse products can be viewed as role
models in the public eye
– an athlete’s image is one of their most
valuable assets
– negative publicity can severely damage an
athlete’s image
– most endorsement contracts include clauses or
statements releasing the company from the
contract if the athlete’s image changes
32
Negative publicity- anything which places the athlete
in a negative light
33. • Is the basis for most athletes receiving an
endorsement
– players who are successful receive more media
attention and therefore are smarter choices for
endorsement deals
• Can be the basis for a company to create a
product line using an athlete’s name
– examples include the following athletes with
successful careers:
• Air Jordan® by Nike
• Lance Armstrong Signature Series by Oakley®
sunglasses
• Dale Earnhardt Jr. has a racing footwear, apparel
and accessories line with Adidas®
33
34. • Can set the stage for endorsements after
an athlete retires from a sport
– Arnold Palmer has several successful
endorsements
– quarterback Joe Montana completes
personal appearances and works as a
motivational speaker
34
35. • Can be used to reach out to a target
market of a product
– examples:
• in China, many American companies pay
basketball player Yao Ming to endorse their
products
• when Reebok® wanted to amplify its women’s
sportswear line it obtained an endorsement deal
from Venus Williams
35
36. • Link the athlete to the product thus
increasing the impact of the endorsement
– for example:
• Canon® believes Maria Sharapova’s image
reflects some of the qualities of the PowerShotTM
camera, such as power, precision and beauty
36
38. • Gilbert, Sarah Jane. “Marketing Maria: Managing the Athlete Endorsement”. HBS
Working Knowledge. 29 Oct 2007. 26 Feb. 2008
<http://hbswk.hbs.edu/item/5607.html>
• Heath, Thomas. “With New Stadium, Name of Game Is Money”. 28 Nov 2006. 26
Feb 2008 <http://www.washingtonpost.com/wp-
dyn/content/article/2006/11/27/AR2006112701288.html>
• Rovell, Darren. “The Why of the Tiger: Grading Tiger Woods Endorsements”
CNBC. 4 Apr 2007. 28 Feb 2008 <http://www.cnbc.com/id/17952894/>
• Rovell, Darren. “Sources: LeBron, Nike agree to seven-year deal” ESPN.com. 21
May 2003. 28 Feb 2008 http://espn.go.com/nba/news/2003/0521/1557489.html
• Barovick, Harriet. et al. “Notebook” TIME. 18 Jan 1999. 28 Feb 2008
<http://www.time.com/time/magazine/article/0,9171,990035-1,00.html>
• “FTC Guides Concerning Use of Endorsements and Testimonials in Advertising”
FTC.gov. 28 Feb 2008 <http://www.ftc.gov/bcp/guides/endorse.htm>
• Brock, Catherine. “Sponsorship Marketing” A Framework For Evaluating
Opportunity” Brock Communications, Inc. 28 Feb 2008
<http://www.brockcommunications.com/images/SponsorshipMarketing.pdf>
38
39. • (2012). Retrieved September 11, 2012, from
Forbes.Com: www.forbes.com
• IEG Sponsorship Report. (2011). Retrieved
September 11, 2012, from
www.sponsorship.com/IEG/files/fc/fcbe683b-
d2a8-4f0b-9b35-121a86ab3a2b.pdf
• (2009). Retrieved March 30, 2009, from ABC
News: http://abcnews.go.com
• Strategic Advisor on Branding Excellence. (2002-
2009). Retrieved March 30, 2009, from
VentureRepublic: www.venturerepublic.com
39