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Sport Management > Ch 15: Sport Sponsorship > Flashcards

Ch 15: Sport Sponsorship Flashcards

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Sports Trivia flashcards
1
Q

what is sponsorship?

A

cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated w/ that property

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2
Q

sponsorship fees

A

often exceed $5,000,000 per year

-structured as multi year deals

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3
Q

sponsorship provides a company with what?

A

association
value
exposure

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4
Q

first sponsorship?

A

Ancient Greek Olympics

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5
Q

what has led to large growth in sport sponsorship

A

inc commercialization of modern sports

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6
Q

what was a turning point for sport sponsorship?

A

1984 LA Olympics

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7
Q

less is more sales strategy

A

(Peter Ueberroth)

-signed limited # of companies to exclusive official sponsorship contracts

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8
Q

Reasons For Sponsorship Growth

A
  1. Inc media interest in sports
  2. break thru clutter of traditional advertising
  3. can reach target consumer thru consumers’ lifestyles
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9
Q

sponsorship enables corporate marketers to reach specific segments such as

A

heavy users
shareholders
investors
specific groups w/ similarities

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10
Q

3 things sport sponsorship involves today

A

serious research
large investments
strategic planning

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11
Q

sponsorship activation

A

sponsor commits financial resources in support of its sponsorship thru promotion and advertising that includes the sport property’s imagery

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12
Q

3 to 1 sponsorship rule

A

for activating a sponsorship: $3 in advertising support for every $1 spent in rights fees

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13
Q

Green Partners Program

A

over 20 companies ranging from Eaton Electrical to MillerCoors

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14
Q

sales promotion

A

variety of short term, promotional activities that are designed to stimulate immediate product demand

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15
Q

sales promotion efforts aim at…?

A
  • brand awareness
  • broadening sales distribution channels
  • getting new consumers to sample products
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16
Q

In-Venue Promotion

A

increase the amount of “value-added” benefits that teams provide their paying customers

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17
Q

Traditional Giveaways

A

sponsor underwrites the cost of a “premium” item in exchange for its logo on the item

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18
Q

continuity promotions

A

require fans to attend multiple games to obtain giveaways

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19
Q

what does success of promotion vary on?

A
  • time of season
  • teams’ W/L record
  • day of promotion
  • opponent
20
Q

at what level do companies often leverage sponsorships?

A

at the retail level

21
Q

what are premiums?

A

merchandise offered for free or at reduced price as an inducement to buy a different item or items

22
Q

what is one of the most effective sales promotion tools to induce consumers to try a product?

A

sampling

23
Q

point of sale or point of purchase materials

A

used to attract consumers’ attention to the product/service and their promotional campaign at the retail level

24
Q

what is an FSI?

A

free-standing inserts

25
Q

what is an example of an FSI

A

coupons

26
Q

what is a cross-promotion

A

joining together of two or more companies to capitalize on a sponsorship
-inc popular and effective

27
Q

“bang for their buck” concept w/ two sponsors working together

A

can generate more interest and awareness among targeted sport consumers

28
Q

what are some benefits of being a sponsor

A

-exclusivity in one’s product or service category

29
Q

what do sponsors gain rights to in terms of the sport organization?

A

they gain rights to utilize the sport org’s intellectual property for ads and promo campaigns

30
Q

how do sponsors gain potential new business?

A

thru access and opportunity

31
Q

what are the benefits of sponsorship packages from a league/team POV?

A
  • rights fees
  • multi year commitment
  • advertising commitment
  • commitment to team oriented promos
32
Q

what is a governing body sponsorship?

A

entails securing “official sponsor” status

33
Q

what is team sponsorship an appropriate platform for?

A

local/regional companies or companies w/ smaller marketing budgets

34
Q

what does athlete sponsorship involve?

A

some type of endorsement of the sponsor’s product or service

35
Q

what is media sponsorship?

A

companies that purchase ads or programming during sport related broadcasts

36
Q

what is facility sponsorship?

A

enables companies to tie directly to the event atmosphere

37
Q

what is event sponsorship?

A

tie directly to the atmosphere

38
Q

what is sport specific sponsorship?

A

enables company yo direct its sponsorship efforts to a specific sport

39
Q

why is sport sponsorship so vital in today’s world of sport?

A

due to growing financial commitments necessary to effectively activate sport sponsorship programs

40
Q

how to measure ROI

A

no one way to measure it:

  • internal feedback
  • sales/promo bounce back measures
  • print media exposure
  • TV media exposure
  • primary consumer research
41
Q

what has become a necessary component of the sport sponsorship process?

A

evaluation of the sponsorships

42
Q

what is it difficult to determine for companies

A

how much incremental sales are directly attributable to a specific sponsorship program

43
Q

what do many companies do to determine ROI?

A

they conduct periodic consumer surveys

44
Q

what do companies hire in order to perform media evaluation research?

A

sport research firms

45
Q

what does the media evaluation research examine?

A

corporate sponsorship and brand exposure thru TV and print media coverage of sporting events

46
Q

current issues of sport sponsorship?

A
  • ethnic marketing
  • overcommercialization
  • gambling

Sport Management (7 decks)

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