Sponsorships

Question 1

Explain what sponsorship is

Answer 1

Promotion of a company in association with a property

Question 2

Describe why companies sponsor

Answer 2

Can financially support sports and entertainment events/organizations
Exposure of their products
Can use sports and entertainment events to target their consumers
Objective can be to enhance their image by associating with the event

Question 3

List the 4 types of sponsorships

Answer 3

1. Signage
   Three Premium Sponsorships
2. Entitlements
3. Facility Entitlements
4. Product Exclusivity

Question 4

Explain and give an example of signage

Answer 4

At the Scotiabank Arena, there are sponsor logos on the ice (Ford) and on the boards (IBM, Sport Chek)
Ex. scoreboard, floorboard, rafters

Question 5

Explain and give an example of entitlements

Answer 5

Occur when there is one major sponsor for an event
Ex. National Bank Open is the major sponsor for a tennis event in Toronto and Montreal

Question 6

Explain and give an example of facility entitlements

Answer 6

A company purchases the promotional rights to an entire stadium
Ex. Scotiabank Arena, Budweiser Stage

Question 7

Explain and give an example of product exclusivity

Answer 7

Only one product in a product category is granted sponsorship
Prevents competitors from selling or promoting their product during sponsored events
Ex. Can only buy Coca-cola products at McDonalds, not Pepsi