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SEM II-Unit

SEM II-Unit. 2.01 Negotiate Sport/Event Contract 2.02 Prepare sponsorship agreement 2.04 Service Sponsors 2.07 Obtain endorsements for ports/events. 2.01. Negotiate Sport/Event Contract. Goal of Sport/Event Contract Negotiations. Ultimate goal is gain the sponsorship contract!

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SEM II-Unit

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  1. SEM II-Unit 2.01Negotiate Sport/Event Contract 2.02Prepare sponsorship agreement 2.04Service Sponsors 2.07Obtain endorsements for ports/events

  2. 2.01 Negotiate Sport/Event Contract

  3. Goal of Sport/Event Contract Negotiations • Ultimate goal is gain the sponsorship contract! • Build Trust with the sponsor • Make sure both parties are “winners”

  4. Ground Rules for Effective Negotiations • Do your homework • Know your alternatives or BATNA (best alternative to a negotiated agreement) in case the deal does not happen. • Know your counterpart • Know the Standards • Double and Triple Think-anticipate what the other party wants (double) and anticipate what the other party thinks you want (triple).

  5. Ground Rules -Con’t. • External listening-actually listen to the other party. • Make an aggressive first offer. • Present multiple, equivalent, simultaneous offers. • But NO more than 3 offers at once!

  6. Negotiation Fear • Move beyond “positions” • Not be intimidated or intimidating • Own you Power-”position power” never assume because someone has titled position that he/she is the “all power”

  7. Factors to Research before Negotiating • Always know the BATNA, (best alternative to a negotiated agreement) in case you aren’t successful. • Trademarks • Merchandising • Company status • Terms of contracts • Past sponsorships

  8. Items to be Included in Negotiations • Fee and Payment Schedules • Exclusivity • Lead time • Reach • Brand Positioning • On-site sales • Signage • Product Placement • Ticket Discountsor Premium Tickets • Etc.

  9. sponsorship agreement • An important part of negotiating a sport/event sponsorship contract involves both the sport/event and the sponsor agreeing on the fee and payment schedule. 

  10. 2.02 Prepare sponsorship agreement

  11. Prepare sponsorship agreement • A sponsorship agreement between a sport team and a local business should benefit both parties.

  12. sponsorship agreement • When preparing a sponsorship agreement, it is important for the sport/event to include detailed information concerning the sponsor's marketing rights

  13. Benefits included in the sponsorship agreement: • Exclusivity. • Are companies willing to pay a higher fee to keep competitors from participating? • Can the sponsee use phrases such as “official sponsor” or “presented by”?

  14. Benefits included in the sponsorship agreement: • Media package. • Exactly what type of coverage will be provided? • How much airtime will be provided? • Will sponsors need to purchase additional media coverage? • Will there be vignettes (short story, video or musical compellation)? • What type of signage will appear on television? • Will ad space be provided? • Will the sponsor’s name and logo be included on information sent out about the event? • Will the sponsor be able to conduct contests or advertising campaigns?

  15. Benefits included in the sponsorship agreement: • Signage. • What type of signage will be available? • Will rotational and virtual signage be used? • Will banners be allowed or provided?

  16. Benefits included in the sponsorship agreement: • Entertainment. • Will luxury boxes, hotel rooms and VIP passes be provided? • Will the sponsor have access to the athletes or stars?

  17. Benefits included in the sponsorship agreement: • Merchandise rights. • Will there be an area to sell merchandise? • Will logos and trademarks be used?

  18. Benefits included in the sponsorship agreement: • In-Kind. • Are sponsors willing to provide products? • How much non-cash sponsorship will be provided?

  19. Benefits included in the sponsorship agreement: • Internet. • Will the entity provide links to corporate websites? • Will possible banner advertisements be provided?

  20. 2.04 Service Sponsors

  21. 2.04 Service Sponsors • By assigning a staff member to communicate and coordinate activities with each of its sponsors, a sport/event organization facilitates goodwill by servicing their sponsors. (making sure that they are well taken care of from start to finish

  22. 2.07 Obtain endorsements for sports/event

  23. 2.07 Obtain endorsements for sports/events • When an event planner seeks celebrity endorsements for an upcoming event, she/he should make sure they are credible and trustworthy.

  24. Obtain endorsements for sports/events • The selection of a particular entertainer to endorse a new product should be directly linked to the company's image

  25. Obtain endorsements for sports/events • What portion of the license agreement specifies the exact begin and end dates of the contract term

  26. Obtain endorsements for sports/events • What does the license grant portion of the license agreement specify Which properties are being licensed and what types of merchandise will be produced

  27. Obtain endorsements for sports/events • What should every sport organization do before registering a trademark Conduct a trademark search for conflicting/similar marks

  28. Obtain endorsements for sports/events • Professional sport franchises' marks are considered service marks because of the entertainment value of sporting events.

  29. Obtain endorsements for sports/events • Trade Dress - product's physical appearance, including its size, shape, color, design, and texture. In addition to a product's physical appearance, trade dress may also refer to the manner in which a product is packaged, wrapped, labeled, presented, promoted, or advertised, including the use of distinctive graphics, configurations, and marketing strategies It protects the distinctive appearance/image of a good or service.

  30. The End • Any Questions????

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