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The Event Triangle

The Event Triangle. FAN. The Event Triangle models the relationships between producers and consumers in sports and entertainment markets. SPONSOR. EVENT. The “Event”. Draws participants, spectators and sponsors Provides entertainment for spectators

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The Event Triangle

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  1. The Event Triangle FAN • The Event Triangle models the relationships between producers and consumers in sports and entertainment markets. SPONSOR EVENT

  2. The “Event” • Draws participants, spectators and sponsors • Provides entertainment for spectators • Provides exposure opportunities for sponsors

  3. Examples of Canadian Events: • Olympics in Canada (1976 Montreal), (1988 Calgary), (2010 Vancouver) • The Grey Cup Game or Molson Indy • World Series or NHL Playoffs • Toronto International Film Festival • Gay and Lesbian Pride Parade • High School Alumni 50th Anniversary

  4. The “Sponsor” • Reaches consumers with advertising • Markets its products, services and image • Leverages business opportunities - e.g. naming rights to arena, stadium or theatre

  5. The “Fan” • Attends as a source of entertainment • Pays to attend • Exposed to corporate promotions

  6. Exchanges in the Triangle • Entertainment • Merchandise Event Fan • Money

  7. Exchanges in the Triangle • Exposure • Promotion • Sales opportunitiesfor products, services Sponsor Event • Funding • Products • Services

  8. Exchanges in the Triangle • Funding • Products • Services Sponsor Fan • Money

  9. Event Marketing Concerns • What is the “Draw” or something that will entice people to attend (e.g. Ricky Williams & the Argos) • What types of promotion are available from the sponsor? • What are the sales opportunities for merchandise & cross-promotions?

  10. Effect of Media Broadcasting • Expands the Target Market • Expands marketing opportunities • Expands the distribution & consumption of the event/ products

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