Standard Three

1. Standard Three Students will identify and develop sponsorship offerings for a sports marketing event.

2. CHAPTER 4 Understand and develop a sponsorship proposal and contract

3. SPONSORSHIP • Sponsorship • Is a situation in which a company pays a promoter a fee for the right to associate itself and its products with his or her event. • Sponsorship Proposal • A written proposal that outlines the various benefits offered to a prospective corporate partner.

4. PROPOSALCOMPONENTS • Term or the length of the agreement • What is included in a sponsorship proposal(Content) • Exclusivity • Television • Signage • Entertainment • Display/Merchandise • Promotions/Public Relations • Advertising • Cost

5. SPONSORSHIPLEVELS • Sponsorship Levels • Title Sponsor pay the most money, lead sponsor for the event • Presenting sponsor • Official product sponsor • Associate sponsor • Signage • The most visible benefit that you provide the sponsor • DORNA is a company that introduced rotating signage • Virtual signage is recent trend in signage

6. EXCLUSIVITY • Sponsor Exclusivity • Is going to be expected by a prospective sponsor • The event will want their categories defined narrowly. • The sponsor will want a broadly defined category.

7. COSTS OF SPONSORSHIP • Cost of events covered by sponsorship • Cost of servicing sponsorship sold • Value for Value you will provide and the premium on that for the “value added.” • What you think the market will bear. • Sponsorship Sales Process • Prepare yourself • Cold Calling • Closing the deal (The most important part of the sales process)

8. SELLING SPONSORSHIPS • Types of Sponsorship Sales • Prepare yourself • Know your product and your parameters • Know their product • Practice your speech • Exercise perseverance • Exhibit personality • Ask for a meeting. • Cold Calling • Pitch letters

9. RELATIONSHIPMARKETING • Nothing will replace a solid relationship with your sponsors. • The key to your relationship with you sponsors is communications. • Corporate relationships are with people • Marketing strategies change • People move on to new companies

10. SPONSORSHIP BENEFITS • Benefits • A very specific outline of everything that you are granting to the sponsor • The paragraph on which you will eventually be judged by your corporate partners. • Obligations • Where your benefits are listed • Sponsorship fees • Promotional obligations • Products or services provided

11. INSURANCE? • Indemnity • Making sure that you are separated from your sponsors for things that might go wrong with their product during your event or at times otherwise related to your event • Insurance in a sponsorship contract • Is to protect you and your organization

12. LEGALIMPLICATIONS • Confidentiality • Both parties have to be able to keep their mouths shut about sensitive issues! • Laws that may effect sponsorships • Your goal should be to avoid any litigation with your sponsors • Make deals with people, not companies.

13. CONTRACTS • Sponsorship Contract • Parts of sponsorship contract • Term • Event definition • Sponsor obligations • Insurance and confidentiality

14. LETTER OFAGREEMENT • Term • Event • Site/Date • Sponsor benefits • Obligations • Warranties • Indemnity • Insurance • Assignment • Waiver • Employer/Employee Relationship • Notices • Terms of Agreement Confidential • Significance of Paragraph Headings • Governing Law • Sever ability • Force Majeure • Entire Agreement Sponsorship Letter of Agreement Components:

15. EVALUATIONS • Sponsorship Evaluations • Evaluations are on-going during an event • Used to improve and manage offerings • Typically conducted by management & staff • Evaluation Methods /Measurement Methods • SWOT evaluations

16. EVALUATIONS • Evaluation Time-Line /Measurement Time-Lines • How close to the time deadline are you? • SWOT • S = Strength • Things that went well, positive results • W = Weakness • Things that went poorly, room for improvement • O = Opportunities • Things/areas that can be improved, capitalized • T = Threat • Things which could become a problem, area of concern

17. S.W.O.T. • How is SWOT Used? • It should be an ongoing process everything should be evaluated through all phases of the event • Before • During • after

18. STANDARD FOUR Students will identify and develop event relationships with customers and participants of a sports marketing event.

19. CHAPTER 5 Identify consumer markets, ticketing issues and promotion options for an event.

20. CONSUMER MARKET • Consumer Market • The person buying your tickets or merchandise, making a donation to your charity, buying a spot in your clinic for their kid

21. TICKETING • Ticketing • Is there a history of selling tickets to similar events? • Does the event depend on ticket revenue? • Will there be pricing sensitivity? • Does the event lose prestige if the spectators get in for free…and does this matter? • How will you sell tickets, and can your ad budget support the necessary communication to support ticket sales?

22. MARKET • How does a team develop a market? • To lure free-agent player to organization • To lure new fans to the venue, ballpark, stadium or arena • To lure a free-agent player to the organization • How does a team reach a market? • Before the event by internet or phone • After the event at the event itself.

23. MARKET RESEARCH • Consumer surveys • Before the event by internet • Before the vent by phone • After the event at the event itself • Mailing lists • One of the secondary benefits of questionnaires • A database of names and addresses

24. Ticketing/Licensing • Ticketing • Who do you keep in mind? • Customer • Hard-core fans • Licensing • The selling of your logo or event name to others so that they can sell merchandise based on your event. • Granting a third party the right o be financially responsible for the merchandise.

25. $$$$$$$$$$$$$$$$$ • Merchandising • Have to have the right merchandise and price it correctly • If not, you might have a warehouse full of shirts, posters, autographed, photos, and coffee mugs • Revenue Split-Concessionaire & Event • The revenue split that is preferred for you as the organizer is from 75/25 to 60/40 in your favor.

26. PROMOTION • Promotion • They help you generate a mailing list of names • The variety is limited only by your imagination • They go beyond advertising

27. PROMOTION TYPES • Promotion Types • Public Relations • Advertising • Trade Outs • Print • Radio • Television • The internet • Charity Affiliations • Ancillary Events

28. REVENUE/CHARITY • Revenue source • The better the promotion the better your event will be • Charity • Any group that qualifies to receive money with a corresponding tax deduction for the donor • Don’t be bashful about making your association with a charity a two-way street.

29. CHAPTER 6 Discuss and plan for event relations with participants and athletes

30. ANCILLARY EVENTS • Ancillary Event • Can be any activity that encourages participation by your audience • Examples • Pep Rally • A basket ball clinic • Event Relation- Participants and athletes • Make your event enticing for the participants and athletes

31. “PLAYER FRIENDLY” • “player Friendly” Event • Design the event with the athletes in mind and make it easy for them to decide to participate • Relationship Development • In addition to money, prestige, and convenience, the athletes are going to look for the extra touches that make their participation in your event a great experience. • Player welcome party • Golf tournament for the players

32. Participant Promotions • Media Rights • It is very important to get the participants to grant you all right form the event in perpetuity • It may not sit well with the agent representing the athlete but it can be done.

33. INDEMNIFICATION • Indemnification • A clause that is part of the participant contract • Helps protect the event from negligent or reckless acts of a participant • You cannot control the actions of others and don’t want to be held liable for their negligence.

34. WARRANTY • Warranty • A clause that is part of the participant contract • Requires everyone who is signing the agreement to confirm that they actually have the right to enter into it and do not have any prior conflicts.

35. RELEASE • Release • Is of the utmost importance • See example on the next slide.

36. RELEASE FORM EXAMPLE • As a condition for enter the Regional Tennis Tournament (“Event”), which shall take place August 10-14 at the Tennis Club of Anytown, USA, I,___________, hereby agree to release and hold harmless Tennis Tournament, Inc., the Tennis Club of Anytown, XYZ television network, the sponsors, vendors, and licensees of the Event, Their officers, employees, agents, and assigns from any injury, death, or other claim is as a result of their gross negligence. • I realize that by participating in the Event I may sustain injury due to the physical nature of the event. I warrant that I am in good physical shape and capable of performing at the level required by the Event. • I agree to abide by all the rules, regulations, and instructions set-forth by the Event Management and the failure to do so may result in my being disqualified from the Event. • Further, I agree to grant to the event the use of any television clips, interview, highlight video, or other photos taken of me during the Event for use in any and all media now know or hereafter developed in perpetuity for which I will receive no compensation. • I have read the above and under stand all of the elements contained herein and agree by the contents of this entry form. ______________________________ • Player (or leagal guardian if under 18)

37. AMENITIES EXAMPLES • Draw party on the night before the start of the tournament. • Quarterfinals party in the tent on site. • Post event party. • Tournament T-shirt and hat