Transcript Emergence of Sport Marketing

Sponsorships
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Sponsorship Defined
• “…investing in a sports entity (athlete,
league, team, or event) to support overall
organizational objectives, marketing goals,
and/or promotional strategies”
Sponsorship Defined
• Sponsorship agreements
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Right to use a logo, name, trademark
Right to an exclusive association
Right of entitlement
Right to use various designations or phrases
Right of service or right to use
Right to conduct promotional activities
Growth of Sponsorship
• 1980 - $
• 1987 - $
• 1998 - $
million dollars
billion dollars
billion dollars
Growth of Sponsorship
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Ban on tobacco advertising
Too much “noise” in print & electronic media
Cost of advertising
1984 L.A. Summer Olympics
Increased media interest in sport programming
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More leisure time for individuals
Interest in sport
Less costly for networks
Growth of new media sources
Growth of Sponsorship
• Changes in governmental policies
• Marketing has become increasingly global
Growth of Sponsorship
1999 North American Sponsorship Spending
by Type of Property
• Arts • Cause marketing • Festivals, fairs, and annual events • Entertainment tours and attractions • Sports -
Designing a Sports Sponsorship
Program
• Sponsorship objectives
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Increase public awareness
Competition
Image building
Reaching target markets
Relationship marketing
Become involved in the community
Generate media benefits
Achieve sales objectives
Secure entitlement or naming rights
Designing a Sports Sponsorship
Program
• Naming rights
– “Naming rights are the most expensive sport marketing
investment in the current marketplace, the best dollarfor-impression sponsorship bargain, and one of the
most underutilized promotional assets in a company’s
arsenal”
Designing a Sports Sponsorship
Program
• Sponsorship budgeting
• Appropriate sponsorship opportunities
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Fan attendance/demographic profile
Cost/cost per number of people reached
Length of contract
Media coverage
Value-added promotions
Sponsorship benefits
Designing a Sports Sponsorship
Program
• Appropriate sponsorship opportunities
– Scope of sponsorship
Designing a Sports Sponsorship
Program
• Determine athletic platform
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Athletes
Teams
Sport/League
Event
• Specific athletic platform
• Implementation and evaluation
Selling the Sponsorship
• Schedule a meeting with decision maker
• Listen 80% of the time; sell only when you
have to
• Arrange a follow-up meeting
• Create a marketing partnership proposal
• Present the proposal as a “draft”
• Negotiate the final deal