Corporate Sponsorship Flashcards
sponsorship
cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property
key components of sponsorship
- mutually advantageous
- business relationship
- measurable units
- predefined objectives
types of sports sponsorship
- Individual Athlete
- Venue
- Team
- Event
- League
- Broadcast
how has sports sponsorship grown?
a lot among the major leagues up at least 70% in all four main leagues
why do companies sponsor sports?
-Increase brand loyalty
-Create awareness & visibility
-Change/reinforce image
-Drive retail traffic/Merchandising
opportunities
-Showcase community
responsibility
-Drive sales
-Sample/display brand attributes
-Entertain clients
-Recruit/retain employees
-Incenting retailers, dealers and
distributors
-Differentiate product
-Combat larger ad budgets of
competitors
reasons for sponsorship growth
-Increased media interest
-Clutter of traditional
advertising
-Reach target consumer
-Enable corporate
marketers to reach
specific segments
elements of winning sports sponsorships
- Target audience alignment
- Brand image alignment
- Strategic activation
activation
Actions taken by sponsors to reach
the target audience
what do sponsors want most?
- category exclusivity
- on site signage
- cast ad opportunities
- right to property marks and logo
- etc
how can companies measure
- awareness of company’s/brand sponsorship
- awareness of products/services/brand
- attitudes toward brand
- amount of media exposure generated
- etc
metrics valued in sponsorship evaluation
- increase brand loyalty
- create awareness/visibility
- change/reinforce image
- increase community/social responsibility
- drive retail/dealer traffic
is measurement actually used?
only by like 35% of people
how many sports marketers report needing to validate sponsorship?
80%
