Chapter 6

Question 1

Sponsorship

Answer 1

acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits for that association or affiliation. It’s aimed at a target audience. A dynamic connection of event, fans, and sponsors

Question 2

Sponsorship

Answer 2

acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits for that association or affiliation. It’s aimed at a target audience

Question 3

How can sponsorship vary?

Answer 3

from a simple as in a program to a full blown naming rights and everything in between

Question 4

What is the 3 step process of sponsorship?

Answer 4

1. Research (identifying sponsors)
2. Securing (selling)
3. Maintaining (servicing)

Question 5

What 2 types of sponsorships can a corporation provide?

Answer 5

In-kind donation and monetary support

Question 6

What 2 types of sponsorships can a corporation provide?

Answer 6

In-kind donation and monetary support

Question 7

How are most sponsorship values presented?

Answer 7

presented as gradual levels (packages). Traditionally, these have been presented as gold, silver, and bronze

Question 8

Is there any sponsorship interest in naming rights?

Answer 8

one of the fastest growing segments of sponsorship

Question 9

How do you become successful with the sponsorship proposal? (8)

Answer 9

1. overview of your org.
2. include benefits your organization can offer and emphasize those that relate to them
3. list credentials of your organization and key personnel
4. supply a list of other sponsors
5. Outline benefits you are prepared to offer
6. explain media coverage
   7.
   8.

Question 10

Advertising

Answer 10

Any paid non-personal, clearly sponsored message conveyed through the media

Question 11

3 parts of relationships in an event triangle

Answer 11

1. The event provides the opportunity to attract fans and provide exposure to potential sponsors.
2. Fans seek entertainment from the event and are exposed to the various promotional activities during an event.
3. Sponsors exploit the opportunity to leverage fans through borrowed equity (i.e., the use of a sporting event to market).

Question 12

In-kind contribustions

Answer 12

nonmonetary partnerships that provide a service or product in return for association with the event

Question 13

Monetary involvement

Answer 13

is the exchange of cash for the right to associate with the event

Question 14

Monetary involvement

Answer 14

is the exchange of cash for the right to associate with the event

Question 15

Naming rights options (3)

Answer 15

1. Rights to a legacy gift, such as the many buildings that have the name Rockefeller and Kennedy
2. Rights for a title sponsor of an event
3. Rights for a long-term partnership

Question 16

Take inventory of all assets like:

Answer 16

merchandise, audience, printed materials, and signage

Question 17

Sponsorship Proposal

Answer 17

A carefully crafted packet that addresses all the questions necessary for a company to review and decide to participate.

Question 18

Activation of Sponsorship

Answer 18

relates to the process of actively marketing and managing the sponsor’s partnership with an event. Activation refers to stimulation, stimulation translates into action, and action is what the sponsor desires