final exam- chapter 15 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 with that property
2
Q
1984 Los Angeles Olympic Games
A
Watershed year in the evolution of sport sponsorship
* “Less is more” sales strategy (President Peter
Ueberroth)
3
Q
spent on sport sponsorships in 2016
A
$16.3 billion
4
Q
Sponsor underwrites the cost of
a “premium” item in exchange for its logo on the item
and advertising support that pre-promotes the event
A
Traditional giveaways
5
Q
Require fans to attend multiple
games to obtain giveaways
A
Continuity promotions
6
Q
Coupons
A
Free-standing inserts (FSIs)
