Sponsorship Flashcards
sponsorship a 5th element of the promotion mix includes?
- Personal Selling
- Advertising
- Publicity
- Incentives (AKA sales promotions)
platform
The central theme around which the sponsor can develop a consistent promotional message
importance of sponsorships
- doesn’t offer a direct message as to why a brand should be purchased
- Must persuade the customer that the brand is worthy
- Need to amplify the message to audience; sponsorship alone will not translate into sales
two basic costs of sponsorship platforms
- Direct sponsorship investments
2. indirect sponsorship investments
example of direct sponsorship investment
Tim Horton’s have a spending cap for sponsorships, commercials
example of indirect sponsorship investments
Servus facility in St. Albert
media involvement
- Extent of anticipated media involvement prominent in negotiations
- Media coverage a key to brands seeking increased awareness or image enhancement
3 ways to pursue media coverage
1) negotiate trade-outs with TV, radio, or newspaper
2) media pays to sponsor event in exchange for rights to sell other sponsorships
3) secure editorial coverage
negotiate trade-outs with TV, radio, or newspaper
- involves media provision of ad space for property to promote the event.
- agreement to give a certain amount of coverage of the event.
- use of promotional and production expertise. In exchange media receives rights to transmit event, event merchandise or tickets to be given away as prizes; VIP packages to advertisers, and a portion of property’s paid advertising.
media pays to sponsor event in exchange for rights to sell other sponsorships
media have strong existing relationships with sponsors and may do a better job of attracting sponsors for an event. Have a vested interest in the success of the event
secure editorial coverage
make sure that sponsor name is used in media. Mentions in media gives credibility. Provide interesting stories that media will want to cover
Signage
Identifying the company of sponsorship
Awards
Sponsorship have awards for staff
Internet
Social media ads
Retail promotion
Products that is advertised as an impulse
- Costco samples
Personalized service
Word of mouth
Licensing
Clothing, mugs, etc. Useful because endure long after the end of the event
factors of sponsorship commitment
- need time to establish linkage
- legacies may form with long term relationships
- recommended 3 year period
2 reasons why sponsors do not renew
- sponsor management or market conditions may change
2. reduction in impact of sponsorship
alcohol sponsorship
- sports fans drink beer and beer drinkers watch sports
- both men and women, maximum beer consumption and sports participation peaks between ages 18-29
- males 18-34 are 20% of the population that consumes 70% of beer
types of benefit packages
- title sponsor
- presenting sponsor
- official sponsor
- official supplier
title sponsor
- name gets integrate into the event
- input into organization of events (location, time held, etc.)
- result in increased costs
presenting sponsor
- usually pay 1/2 - 1/4 of what title sponsor pays
- given rights to association within a specific product category
- tries to narrow categories to increase the number of possible sponsors
official sponsors
- pay 10% of title fees
- part of product categories not reserved by presenting sponsors
- allows smaller companies with fewer money to have sponsor opportunity
official supplier
- do not have obvious link to event
2. offer goods or services to organization staging the vent
pricing sponsorship
- types of benefit packages allow sponsors to choose level of investment
- potential sponsors usually presented top-level package first
- acceptability of the pice will depend on other sponsorship opportunities available
- do not price will depends on other sponsorship opportunity available
- most fees paid upfront
official status
the sponsorship category, rights, etc.
sponsorship fees
- how much fee?
- when it is paid?
- whether it Is refundable
- is it secured
title rights
- how does sponsors name appear
2. awards and trophy presentation
TV exposure
- who owns the rights
2. the right of first refusal for 3. advertising
public relations and media exposure
- will the athletes mention sponsors in media interview
2. will sponsor be named in media releases
logo use
- can sponsors make and sell merchandise
2. how can sponsor use organizations logo or special logo developed for the event
signage
- banners, patches, flags, etc.
2. how big and how many
advertising rights
- how can the sponsors use the event for advertising purposes
- can photos be used
athlete use
- will the athlete make personal appearances on behalf of sponsor
- attend social gathering
hospitality rights
- hospitality tent
2. provides tickets for clients and tie-in prizes
point of sale promotion
- products sold on site
2. sponsor on and off site promotions
direct mail lists
- mailing lists of ticket holders may be available to sponsors
product sampling
space made available for product display and sampling
legal liability
responsible for injuries to spectators, athletes, etc
future options
- duration of sponsorship
- rights to renew
- increased fees
quantifying media equivalencies
- duration of television coverage, including verbal and visual mentions
2, duration of radio mention - press coverage
- calculate and assign a dollar value based on the rate paid
impact of measuring sponsorship
- relative attractiveness of different types of media coverage
- quality of media coverage
- amount of clutter
issues of sponsorship awareness
- recall is often faculty
2. market leaders given credit for sponsoring
