Sponsorship Flashcards
(31 cards)
Sponsorship now has a 5th element (promotion mix), with:
- personal selling
- advertising
- publicity
- incentives (AKA sales promotions)
Platform:
the central theme around which the sponsor can develop a consistent promotional message
The platform is important because….
the sponsorship doesn’t offer a direct message as to why a brand should be purchased
Trend in sponsorship platform is to have fewer _____ but _____ more in leveraging each.
- sponsorships
- invest
2 basic costs in leveraging the sponsorship platform:
- direct sponsorships investment
- indirect activation of the sponsorship
Typically $___ in activation spent for every $___ on direct sponsorship.
- $3
- $1
Media involvement:
extent of anticipated media involvement prominent in negotiations
Media coverage a key to brands seeking….
awareness or image enhancement
3 ways to pursue media coverage:
- negotiate trade-outs with TV, radio, or newspaper
- media pays to sponsor event in exchange for rights to sell other sponsorships
- secure editorial coverage
Securing editorial coverage can include…
- properties buy block of time from the network, then sell ad time
- the property purchases advertising time in exchange for title credits and mentions in promotions
6 platform elements:
- signage
- awards
- internet
- retail promotions
- personalized service
- licensing
Sponsorship commitment:
- need time to establish linkages
- long term relationships may leave legacies
- 3 year minimum recommended
2 reasons why sponsors do not renew:
- sponsor management or market conditions may change
- reduction in impact of sponsorship
For both men and women, max beer consumption and sports participation peak between ages ____ and ____.
18 and 29
4 types of benefit packages:
- title sponsor
- presenting sponsor
- official sponsor
- official supplier
Title sponsor:
- name integrated into event
- has input into organization of event
- can result in inc. costs
Presenting sponsor:
- usually pay 1/2 to 1/4 of what title sponsor pays
- given rights to associate within a specific product category
- will try to narrow categories to increase the number of possible sponsors
Official sponsor:
- pay 10% of title fee
- part of product categories not reserved by presenting sponsors
- allows smaller companies with fewer $$$ to have sponsorship opportunity
Official supplier:
- do not have obvious link to event
- offer goods or services to organization staging the event
Using hierarchy of types of benefit packages allow potential sponsors to…
choose level of investment
Potential sponsors usually presented ____ package first
top level
Acceptability of the price will depend on ….
other sponsorship opportunities available
Most of the fee (___%) should be paid up front.
65%
Issues addressed in a sponsorship agreement:
- official status
- sponsorship fee
- title rights
- TV exposure
- public relations and media exposure
- logo use
- signage
- advertising rights
- athlete use
- hospitality rights
- point of sale promotion
- direct mail lists
- product sampling
- legal liability
- future options
