Ch 15. Sports Sponsorship Flashcards
What is sports sponsorship?
the right to affiliate or associate a product or service with an athlete, team, entity, facility or event in order to achieve benefits from that affiliation
sponsorships = _____ = ______
relationships; value
What value might a sports entity be seeking from a sponsor?
money, services/goods, and partnership benefits/affiliations
What value might a sponsor be seeking from a sport entity?
brand recognition, incremental sales, and partnership benefits/affiliations
What time period was “traditional” sponsorships?
prior to 1984
What is the equation for “traditional sponsorships?”
money - in exchange for signage/exposure = increase in sales
What was the tipping point in sport sponsorships?
the 1984 LA Olympics
Who was the head of the LA Olympic Committee?
Peter Ueberroth
How was the success of the 1984 Olympics measured?
on brand recognition, not incremental units sold
created exclusively of category
What were the effects of the growth of sport sponsorships after 1984?
- increased media interest in sport
- target marketing - young, active, engaged
- decision makers changed
- led to “clutter” in the marketplace
What is activation?
the sponsor commits resources to independently promote and advertise the sponsored product
What are examples of activations?
- sales promotion
- giveaways
- contests and sweepstakes
- sampling
What is the difference between a contest and a sweepstake?
