sports marketing sponsorship

an invesment in a sports entity to support overall organizational objectives, marketing, goals, and promotional strategies
sponsorship process
– sponsorship objectives
– sponsorship budgeting
– sponsorship acquisition
– implementing and evaluating the sponsorship
direct sponsorship goals
easily measured & are “tangible”
indirect sponsorship goals
not easily measured & are “intangible”
raise levels of awareness of its products and services, product lines, or corporate name
sponsorship budgeting types
includes competitive parity, arbitrary allocation, percentage of sales, and the objective and task method
sponsorship acquisition
– Based on location, athletic platform, budget, goals
– This is the process and organization goes through to determine which sponsor they will go with
Only one partner or company can be promoted during an event.
Match -Up Hypothesis
The idea that the sponsor should match up with the appropriate Target Market of the Sports Property
Signature Sponsor
The main sponsor of an event or arena Pays for the Naming Rights of event
Goals of Sponsorship
1. Increase Sales
2. Increase Awareness
3. Be Competitive
4. Reach Target Market
5. Build Customer Relationships
6. Develop Image
Sponsorships fail due to:
Not Long Term
No Measurable Objectives
Overlook Ambush
Too Much Competition
Buying at wrong level
Lack of Excitement
Insufficient Staffing
Benefits of negotiated items for the sponsor?
Hospitality Packages
Exposures and Signs
Sales Opportunities
Product Placement
Naming Rights
Ambush Marketing
Company’s capitalizing on a particular event without paying any sponsorship fee

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