Ch 15: Sport Sponsorship Flashcards
(46 cards)
what is sponsorship?
cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated w/ that property
sponsorship fees
often exceed $5,000,000 per year
-structured as multi year deals
sponsorship provides a company with what?
association
value
exposure
first sponsorship?
Ancient Greek Olympics
what has led to large growth in sport sponsorship
inc commercialization of modern sports
what was a turning point for sport sponsorship?
1984 LA Olympics
less is more sales strategy
(Peter Ueberroth)
-signed limited # of companies to exclusive official sponsorship contracts
Reasons For Sponsorship Growth
- Inc media interest in sports
- break thru clutter of traditional advertising
- can reach target consumer thru consumers’ lifestyles
sponsorship enables corporate marketers to reach specific segments such as
heavy users
shareholders
investors
specific groups w/ similarities
3 things sport sponsorship involves today
serious research
large investments
strategic planning
sponsorship activation
sponsor commits financial resources in support of its sponsorship thru promotion and advertising that includes the sport property’s imagery
3 to 1 sponsorship rule
for activating a sponsorship: $3 in advertising support for every $1 spent in rights fees
Green Partners Program
over 20 companies ranging from Eaton Electrical to MillerCoors
sales promotion
variety of short term, promotional activities that are designed to stimulate immediate product demand
sales promotion efforts aim at…?
- brand awareness
- broadening sales distribution channels
- getting new consumers to sample products
In-Venue Promotion
increase the amount of “value-added” benefits that teams provide their paying customers
Traditional Giveaways
sponsor underwrites the cost of a “premium” item in exchange for its logo on the item
continuity promotions
require fans to attend multiple games to obtain giveaways
what does success of promotion vary on?
- time of season
- teams’ W/L record
- day of promotion
- opponent
at what level do companies often leverage sponsorships?
at the retail level
what are premiums?
merchandise offered for free or at reduced price as an inducement to buy a different item or items
what is one of the most effective sales promotion tools to induce consumers to try a product?
sampling
point of sale or point of purchase materials
used to attract consumers’ attention to the product/service and their promotional campaign at the retail level
what is an FSI?
free-standing inserts
