Chapter 10 Flashcards
an investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with that activity
sponsorship
The essence of successful sponsorship is the exchanges in ________ which occur between the business and sport organization
mutual benefits
Increase public awareness
Image enhancement -> favorable attitude
Sponsorship objectives
Exclusivity in one’s product or service category Official Designation(e.g., “official sponsor,” “official supplier,” “official product,” or “presented by”)
Sponsorship Benefits
All the marketing activities that a company conducts to promote its sponsorship.
Sponsorship Activation
leveraging or bringing a brand to life by creating a variety of means to interact with a target market.
Activation
Money spent on activation is over and above the rights fees paid to the sponsored property. What is the ratio?
1:3 ratio
Sponsorship Selection: Fit /Congruency
Target Market fit, Image Fit
Target Market fit
Target Group of the company -> Target group of the sport
Image Fit
Image of the sport -> Image of the company
Ethical Issues in Sponsorship
negative incident with sponsor or sponsored entity
Over-commercialization
Changing the nature of sport itself
Potentially inappropriate sponsors for sport organizations
Changing public perception of an existing brand
Increase sales
Sponsorship objectives
Reaching existing/new target market
To build Goodwill
Sponsorship objectives
Access to tickets
Conducting promotional activities (e.g., contests, advertising campaigns, or sales-driven activities)
Sponsorship Benefits
Rights to utilize the sport organization’s intellectual property in advertising and promotion campaigns
Sponsorship benefits
