final exam sports ticketing

Question 1

What type of sponsorship relationship exists when a company provides goods or services in lieu of cash payment for its sponsorship fee?

Answer 1

VIK

Question 2

when sport properties sell sponsorship levels (or tiers), each level offers a package with specific inventory. Generally speaking, this approach offers less customization than would be available from a sponsorship category approach.

Answer 2

true

Question 3

”[ ] is a performance measure for evaluating the efficiency of an investment or to compare the efficiency of a number of different investments”

2. ”[ ] is a contractual right that gives its holder the option to enter a business transaction with the owner of something, according to specified terms, before the owner is entitled to enter into that transaction with a third party.”
3. ”[ ] is a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event or organization) in return for access to the exploitable commercial potential associated with that property”
4. ”[ ] is a subset of leveraging, “where the potential exists for audiences to interact or in some way become involved with the sponsor”
5. ”[ ] refers to the additional investment and activity in a sponsorship beyond the rights fee spent to initially acquire the property”

Answer 3

1. ROI
2. RFR
3. Sponsorship
4. Activation
5. Leveraging

Question 4

An escalator clause is a clause in a contract that allows for an increase or decrease in prices under certain conditions. Many times, for sponsorship fees, these clauses can be annual increases of three-to-five percent to reflect anticipated economic inflation.

Answer 4

True

Question 5

The Clorox company enters into a partnership (i.e. sponsorship) with the Phoenix Suns for its Pine Sol(R) brand products to become the “Official Shine of the Phoenix Suns.” As part of the agreement, Pine Sol can include the rights and logos of any retail partners involved in a drive-to-retail product promotions tied with its sponsorship to the Suns.

If Pine Sol promoted a sale for its product at neighborhood Walgreens stores throughout Arizona as part of its Phoenix Suns sponsorship, Walgreens would be best described in this scenario as an example of:

Answer 5

A pass through partner of pine sol

Question 6

According to Funk and James’ (2001; 2006) Psychological Continuum Model, fans can move up and down a continuum of psychological connection with teams that has four stages, or floors. Please order these stages/floors/levels, starting with 1 for the lowest level of psychological connection, and finishing with 4 for the highest:

Answer 6

1. Awareness
2. Attraction
3. Attachment
4. Allegiance

Question 7

The ____________________, which was developed from focus group research, utilizes theoretical effects of goodwill, image transfer, and fan involvement to explain how sponsorship can influence purchase of sponsors’ products and services.

Answer 7

Sponsorship Effects Model (Meenaghan, 2001)

Question 8

According to Premier Partnerships President Randy Bernstein, hometown companies account for less than two-thirds of all naming-rights deals

Answer 8

False

Question 9

Based on research presented in Sport Business Journal in 2019, match each property type (e.g. college venues, pro venues, minor league venues) with the industry-category that most often enters into its naming-rights deals

Answer 9

Minor League venues

Major League professional sport Venues

Colleges Program Venues

All financial

Question 10

Sponsorship is a ______ _______ marketing communication than traditional advertising

Answer 10

less overt

Question 11

Coca-Cola sponsors the Braves (NFL), Falcons (NFL), and United (MLS). While the brand does not have a sponsorship with the new Atlanta Legends, many incorrectly assume it does. When considering the misidentified sponsorship association with the Legends, which fit heuristic is being highlighted (most) in this scenario (and benefiting Coca-Cola)? Select the BEST answer.

Answer 11

expectancy

Question 12

Based on the concept of brand love, consumers were found to exhibit the following behaviors when they love a brand (select all that apply):

Answer 12

Strong commitment to the brand

Resistance to alternative product and service options to meet the consumer’s needs and desires.

A willingness to pay a price premium for the brand

Speaking positively about the brand to others

Question 13

What are product or service characteristics that have been found to help facilitate brand love with a consumer (Select all that apply)?

Answer 13

Highly visible to others
Frequency of use or consumption
Central to consumers’ lifestyles
Frequency of purchase

Question 14

According to the results of a study by Johar and Pham (1999), prominence fit/congruence was not a significant indicator of sponsorship identification for events of a mental nature, such as chess.

Answer 14

True

Question 15

According to an article in SBJ (Broughton & McCormick, 2020, 30 March), only two of the 10 official NFL sponsors saw an increase from their three-year average in sponsor recognition. Select both of these sponsor brands from the options below.

Answer 15

Gatorade and Ford

Question 16

According to the perceptions of experts interviewed for a recent SBJ article (Fischer & Smith, 2020, 30 March), sponsors of the Tokyo 2020 Olympics are likely to be entitled the rights to Tokyo 2021.

Answer 16

False

Question 17

According to the IOC, athletes who had already qualified for Tokyo 2020 are guaranteed entry into the 2021 games.

Answer 17

True

Question 18

According to an SBJ article (Fischer, 2020, 23 March), the majority of the Olympic broadcasters’ rights fees for the 2020 Games is not paid until the actual games, however, most sponsors pay each month or quarter, and typically do not include a guaranteed refund if the Games were cancelled or postponed.

Answer 18

True

Question 19

According to a MarketCast study reported in SBJ, the insurance company which is most recognized as the NFL’s official insurance sponsor is:

Answer 19

State Farm

Question 20

According to an article in SBJ (Lefton, 2020, 6 April), adjustments to sport sponsorship contracts would need to be balanced upon (select all that apply):

Answer 20

The size ($) of the sponsorship agreement

The legacy (i.e. history) of the sponsorship relationship

The amount of fiscal harm the pandemic has caused the sponsor (outside of the sponsorship in question)

Whether the sponsorship is for renewal soon.

Question 21

According to Peter Stern, President of the Strategic Agency, when stoppages shut down sports:

Answer 21

The sponsors (e.g. Nike) generally have the leverage in this situation over the property, since they are paying a contractual fee. Make-goods (i.e. what the property will do to make good on inventory not fulfilled in a sponsorship contract) are likely to be a rolling of the sponsorship to the next year, a full refund, or increasing the value of the sponsorship to an agreed upon level of increased inventory.

Question 22

Verizon’s six-figure sponsorship of USA Team Handball is focused on building the sport, which–in turn–they believe will increase the value of the sponsorship for the company (given that they are starting on the “ground floor”).

Answer 22

True

Question 23

According to an article in SBJ (Lefton, 2020, 20 January), the most likely prospects for purchasing a professional team franchise in a proposed American handball league are:

Answer 23

NBA and/or NHL owners of one-tenant arena situations

Question 24

Prior to the recent sponsorship between Verizon and USA Team Handball, the company had no associations with the sport

Answer 24

False

Question 25

In an SBJ article by Pritchett and Tiryakian (2020, 2 March), what approach to compensating NCAA student-athletes is explicitly discouraged?

Answer 25

Allowing student-athletes to seek compensation directly from sponsors and alumni bases.

Question 26

In a 2017 opinion-editorial (i.e. op-ed) in SBJ, Dr. Bill Sutton proposed that non-power 5 schools should:

Answer 26

Outsource its sponsorship and marketing to the marketing arms of professional sport groups within its locale/region.

Question 27

According to Bill Sutton (2017, 7 August), his proposed form of outsourcing provides these opportunity benefits (select all that apply):

Answer 27

Offers a year-round platform for sponsorship activation and exposure.

Provides a larger and more experienced group of sellers for athletic associations.

Provides a guaranteed revenue stream for athletics and incentivizes a partnership relationship that can increase revenues further.

Question 28

According to an article in SBJ (2020, 23 March), many on-site experiential elements of sponsorships are being transitioned to a virtual, digital format; trying to deliver fan/consumer experiences. Experts in the article highlight the fact that while it is not a good time to assemble masses, there is a continuing demand for content in sponsorship agreements–these digital attempts are an opportunity to trial new ideas for expanding content offerings.

Answer 28

true

Question 29

As part of its new sponsorship with NASCAR (Stern, 2020, 17 February), Verizon will upgrade NASCAR-owned tracks to wi-fi networks–and eventually 5G technology. According to the article, the sponsorship provides NASCAR with desperately needed wireless infrastructure upgrades, while offering Verizon a large platform to promote its 5G service.

Answer 29

true