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1.11. Types of Sponsorship Objectives. Two types of sponsorship objectives are: Direct sponsorship objectives, which have a short term impact on consumer behavior and are focused on increasing sales

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1.11

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  2. Types of Sponsorship Objectives • Two types of sponsorship objectives are: • Direct sponsorship objectives, which have a short term impact on consumer behavior and are focused on increasing sales • Indirect sponsorship objectives, which lead to the long-term growth of the sponsor by generating product awareness and image before people buy the product

  3. Objectives for Sponsoring Sports/Events • Corporations sponsor sports/events to: • Establish or improve their image • Promote their products (and increase sales) • Display goodwill • Obtain access and exposure to the events’ target markets • Outpace competition (become a sp

  4. Benefits Associated with Corporate Sponsorship Objectives • Sponsorships gives the sports marketer the resources to: • Package their product • Promote their product • Deliver their product

  5. Evaluating Sponsorship Objectives • Methods to evaluate the effectiveness of sponsorship include: • Media exposure • Evaluating the number of stories and mentions in the media • Sales figures pre-and post-event • Surveys and in-depth interviews • Gauging the image, attitudes, and awareness of events, sponsors, and products

  6. Considerations in Setting Sponsorship Objectives • Potential sponsors must ask how a particular sport/event will achieve marketing and organizational goals: • What is the financial cost of the sponsorship? • What is the fan attendance at the event, and what are the fans’ demographics? • What is the length of the contract? • What type of media coverage will there be (e.g., TV, radio, etc.)? • What are the sponsorship benefits?

  7. Setting Sponsorship Objectives • A “buying center”—which consists of employees responsible for evaluating and selecting sponsorship options—should be established. Four roles in this buying center include: • Gatekeepers • Control the flow of information to the others • Act as an initial filtering device • Influencers • Have input into the decision, usually based on their connections with the sports entity requesting sponsorship • Decision maker(s) • Are ultimately responsible for accepting or rejecting proposals • Purchasers • Are responsible for negotiating contracts and carrying out the terms of the sponsorship once the decision is made

  8. Thank you any questions Any questions

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