1 / 15

SEM1 1.07

SEM1 1.07 . PI – Explain the nature of sponsorship in the sports/event industries. Sponsorship is a Partnership. Sponsorship is a partnership with an event, activity, person, or organization. Sponsors give: money, products, equipment, services, or any combination. Sponsors get :

erma
Download Presentation

SEM1 1.07

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SEM1 1.07 • PI – Explain the nature of sponsorship in the sports/event industries

  2. Sponsorship is a Partnership • Sponsorship is a partnership with an event, activity, person, or organization. • Sponsors give: • money, products, equipment, services, or any combination. • Sponsors get: • recognition and affiliation

  3. Goals of Sponsorship • Public/Community relations – BrandImage • Communication with consumers - Target Market • Recognition – Brand Awareness • Increase sales and profits – Promotion • Gain “Market Share” – Beat the Competition • Enter New Markets - Sell in a new place • Introduce new products • Entertain clients • Entertain your employees

  4. Exploiting the Sponsorship • Use Sponsorship in: • Advertising • Promotions • Commercials • Appearances • Autograph Signings • Contests • Freebies

  5. Exclusivity • The “official” or only sponsor • Most sponsors will only sponsor an event if they receive exclusivity • Example: You will not find Coke and Pepsi sponsoring the same event • Sponsors want to reach their target market • Also wantto avoid confusion

  6. Ambush Marketing • A company exposes their products/logo at an event without authorization or payment. • Example: Coke is a sponsor but Pepsi is outside the event handing out free Pepsi tees or coolies • Example: Company employs airplane/blimp to fly over event and advertise their logo/product • Also called Gorilla Marketing • Confuses Consumers https://www.youtube.com/watch?feature=player_embedded&v=_hEzW1WRFTg https://www.youtube.com/watch?feature=player_embedded&v=v6xqsl39y4I

  7. Ambush Marketing

  8. Ambush Marketing

  9. Ambush Marketing

  10. Ambush Marketing

  11. Ambush Marketing Subway is not an official Olympic sponsor. Subway uses a variety of Olympic athlete endorsers.

  12. Ambush Marketing

  13. Ambush Marketing General Motors official sponsors of Detroit Tigers “Ford” Field visible from Comerica Park Seats

  14. Ambush Marketing • Bavaria Beer Co. at the 2010 World Cup • The company was not an official World Cup Sponsor • The women were arrested!

  15. SEM1 1.07 Activity Sponsorships, Endorsements, Naming Rights Students work in pairs to conduct research and provide their findings in a PPT format. Students should provide examples of each of the following: • Company Sponsor – 3 Examples • Product Sponsor – 3 Examples • Endorsements – 3 Examples • Naming Rights – 3 Examples • Ambush/Gorilla Marketing – 2 Examples Students must show a picture or clip art showing the actual sponsorship.

More Related