Transcript Ambush Marketing

SEM1 1.07
• PI – Explain the nature of sponsorship in the
sports/event industries
Sponsorship is a Partnership
• Sponsorship is a partnership with an event,
activity, person, or organization.
• Sponsors give:
– money, products, equipment, services, or any
combination.
• Sponsors get:
– recognition and affiliation
– Suites and tickets
Sponsorship Agreements
• Agreements Contain:
– Costs
– Advertising Restrictions
– Marketing Opportunities
– Target Market
Goals of Sponsorship
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Public/Community relations –
Brand Image
Communication with consumers - Target Market****
Recognition –
Brand Awareness
Increase sales and profits –
Promotion
Gain “Market Share” –
Beat the Competition
Enter New Markets Sell in a new place
Introduce new products –
Brand Awareness
Entertain clients –
Public Relations
Entertain your employees –
Public Relations
Exploiting the Sponsorship
Use Sponsorship in:
• Advertising
•Merchandise
•Promotions
•Commercials
•Appearances
•Autograph Signings
•Contests
•Freebies
https://www.youtube.com/watch?v=O_QZFmlAtgM
Exclusivity
• The “official” or only sponsor
– Most sponsors will only sponsor an event if they
receive exclusivity
– Example: You will not find Coke and Pepsi
sponsoring the same event
Sponsorship Clutter
• Sponsors want to reach their target market
– Also want to avoid clutter (consumer confusion)
Activity:
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Lets Go Racin’
Lap 1 – Choose a NASCAR Driver
Lap 2 – Determine Sponsor
Lap 3 – Decorate car with sponsor logo/colors/number
Lap 4 – Determine Cost of Sponsorship Agreement
Lap 5 – Determine Conditions of Agreement
Lap 6 – Determine the success of the car/driver
Lap 7 – Explain the Sponsorship Rationale (Why?)
Lap 8 – Find a Driver or Sponsor quote about the Sponsorship
Lap 9 – Determine Lesser Sponsors
Lap 10 – Victory Lap!
Ambush Marketing
• A company exposes their products/logo at an
event without authorization or payment.
– Example: Coke is a sponsor but Pepsi is outside the event
handing out free Pepsi tees or coolies
– Example: Company employs airplane/blimp to fly over event
and advertise their logo/product
– Also called Gorilla Marketing
– Confuses Consumers
https://www.youtube.com/watch?feature=player_
embedded&v=v6xqsl39y4I
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Subway is not an official
Olympic sponsor.
Subway uses a variety of
Olympic athlete endorsers.
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General Motors official
sponsors of Detroit Tigers
“Ford” Field visible
from Comerica Park
Seats
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•Bavaria Beer Co. at the 2010 World Cup
•The company was not an official World Cup Sponsor
•The women were arrested!
•https://www.youtube.com/watch?v=hrJ4T66IkRA
SEM1 1.07 Activity
Sponsorships, Endorsements, Naming Rights
Students work in pairs to conduct research and provide
their findings in a PPT format. Students should
provide examples of each of the following:
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Company Sponsor – 3 Examples
Product Sponsor – 3 Examples
Endorsements – 3 Examples
Naming Rights – 3 Examples
Ambush/Gorilla Marketing – 2 Examples
Students must show a picture or clip art showing the
actual sponsorship.