Sponsorships/Leverage Flashcards
The set of strategic actions a company takes to promote and maximize the benefits of a sponsorship.
Leveraging
What does leverage do?
uses marketing strategies to maximize the impact of a sponsorship and get the most value from it.
Using Advertising that Focuses on
the Same Theme related to the
Sponsored Event
ex: Adidas Sponsors FIFA and the World Cup of Soccer; They use TV and Magazine Ads that Feature a Soccer Theme to Leverage that Sponsorship
Theme-Based Advertising
Sponsor Provides Goods and Services that
Sponsee Uses as Prizes for Selected Activities
- For Example:
Southwest Airlines Provides Tickets that MLB’s St.
Louis Cardinals Give Away to Contest Winners
Selected from Fans in Attendance
Provision of Prizes
Using themed signs at stores to highlight a sponsorship and attract customers.
Point of Sale Display (POS)
Engaging in Activities Designed to Persuade
Retailers to Increase Exposure of the
Sponsor’s Products and Promotions
- For Example:
NASCAR’s Sponsor, Country Time, Achieved a substantial Increase in Display Space because
Retailers Saw a Chance to Increase Their Sale
Push Strategy
Consumers Associated with the Sponsor Can
Buy Tickets at Discounted Prices
- For Example:
AAA Is a Sponsor of the Detroit Tigers; Members
of AAA Have Several Opportunities Each Season
to Purchase Tickets at Half Price (2 for 1)
Consumer Sales Overlay
Collaborate with Another of the Property’s
Sponsors in a Joint Marketing Endeavor
- For Example:
U.S. Olympic Team Sponsors (Hilton Hotels and
United Airlines) Put Together Travel Packages
While Referencing Their Association with the
USOC
Cross-Promotions with Co-Sponsors
Capitalize of the Brand Equity and the Consumers’
Affection for the Sponsee
- For Example:
NFL “Extra Points” Visa
Credit Card Features NFL Logos
and Consumer Benefits Are
Accumulated by Using the Card.
Affinity Programs
Reward Top Employees & Customers
* Reinforce Relationship with Sponsee in the
Eyes of Those Entertained by Sponsor
- For Example:
Nokia Invited 2,000 Customers to Attend the
Nokia Sugar Bowl – Included Parties and Other
Events Affiliated with the Game - Peyton Manning / Papa Johns
Provide Hospitality
What is a sponsorship?
A partnership where a company provides money, products, or services to a sport organization in exchange for promotion
Why are sponsorships important for sports marketing
They help fund teams, events, and athletes while giving sponsors brand exposure.
What is the purpose of sponsorships in for-profit and non-profit sport organizations?
Profit Org: To increase revenue and promote the sponsor’s brand to fans.
non-profit org: To support communities programs, and events enhancing the sponsor’s reputation. (making them look good)
How can companies leverage their sponsorships in an IMC plan? Examples?
Social Media: Post about the sponsorship, use hashtags, and partner with athletes for promotions.
Advertising: Feature the sponsored team or event in commercials and online ads.
Sales Promotions: Offer discounts or giveaways tied to the sponsored event.
In-Person Activation: Set up booths, contests, or fan experiences at the event.
3 special forms of sponsorship
-Venue naming rights (building sponsorship)
-Endorsements (personal sponsorship)
-Licensing (right to intellectual properties)
