Lesson 8.1 – Sponsorship Copyright © 2014 by Sports Career Consulting, LLC

Lesson 8.1 – Sponsorship

Copyright © 2014 by Sports Career Consulting, LLC

What is Sponsorship?

Sponsorship is not the same as advertising

Sponsorships provide a natural partnership between two parties

LESSON 8.1

Sponsorship & Endorsements

Sponsorship:

A form of marketing in which companies attach their name, brand, or logo to an event for the purpose of achieving future profits


Sponsorship ExamplesLESSON 8.1



Mercedes-Benz investing in a 10-year naming rights deal to rename the Louisiana

Superdome to the Mercedes-Benz Superdome

LESSON 8.1



Sponsorship Examples

Major corporations sponsoring NCAA college football bowl games

Sponsorship Packages

Right to use team or event marks, logos, names, or trademarks

Potential for exclusive association

Opportunity for title or presenting sponsorships

Right to use various designations or phrases

LESSON 8.1



Sponsorship Packages

The right to conduct promotional activities

Additional forms of company exposure and media time (billboards, commercials etc.)

Product and merchandise (game tickets, licensed merchandise)

LESSON 8.1



Allows companies to reach consumers by appealing to their lifestyle

A marketer’s message is more effective when consumers participate in something they enjoy

What Makes Sponsorship Work?


LESSON 8.1


Sponsorships allow companies to reach segments they normally would not

What Makes Sponsorship Work?


LESSON 8.1


Five popular ways a company may implement sponsorship programs:

Methods of Sponsorship Implementation

1) Retail Promotions

2) Media Awareness

3) Venue and Event On-Site Promotion

4) Internal Sales and Marketing Tool

5) Product Introduction

LESSON 8.1



The goal of a retail promotion is to drive traffic to a sponsor’s place of business


LESSON 8.1


Walmart created a “Race Time” platform at stores that provides NASCAR fans the ability to purchase NASCAR tickets, merchandise, snacks and beverages to take to the race, making Walmart a one stop destination to purchase everything they need to enjoy NASCAR events.

Impressions refer to the number of people exposed to the promotion

Effective Sponsorships

Typically the focus of media awareness is on impressions

LESSON 8.1



On-site Promotion


LESSON 8.1


Allows a company to connect with the audience

Provides opportunities for a company to network

with other sponsors

Companies are buying fan enthusiasm, access to crowds and the media benefits associated with the event

On-site Promotion


LESSON 8.1


In 2014, more than 20 million All-Star ballots were distributed on-site at the 30 Major League ballparks, and in approximately 100 Minor League ballparks. Firestone, the official tire of MLB, was once again the exclusive sponsor of the 2014 In-Stadium All-Star Balloting Program.

Internal Sales & Marketing Tool


LESSON 8.1


Maintain an existing customer base

Attract new customers

Enhance employee relations and motivate/reward staff

Helps companies to:

Sponsorship is a great marketing tool for companies to introduce new products because

they provide a quantifiable demographic

Product Introduction


LESSON 8.1


Ford may sponsor a “test drive” promotion at a NASCAR event, offering an opportunity for fans to drive a new car model. The promotion enables Ford to capture the information of an identifiable number of the program’s participants.

Lesson 8.2 –

Sponsorship Growth


Growth of Sponsorship

1980

1987

1996

2001

$0.00 $5.00 $10.00 $15.00

Year

Sponsorship Spending (In billions)

$.30

$1.75

$5.4

$9.3

LESSON 8.2



$20.6 (projected)

2014

Sponsorship spending in 2014 by category (projected)

Sponsorship Growth

1) Sports - $13.8 billion

2) Entertainment tours and attractions - $2 billion

3) Causes - $1.8 billion

4) Arts - $927 million

5) Festivals, fairs and annual events - $853 million

6) Associations and membership organizations - $576 million

LESSON 8.2



AT&T $ 175-180 million

Anheuser-Busch $ 255-260 million

Nike $ 215-220 million

LESSON 8.2



According to the latest report from IEG, companies with the highest levels of investment in sports

sponsorship programs last year include:

PepsiCo $ 340-345 million

Coca-Cola $ 265-270 million

Cause Marketing refers to marketing efforts that tie an organization with a charitable cause

Cause Marketing

The Boomer Esiason Foundation Website explains that with cause marketing programs, a corporation receives tangible benefits – such as a marked increase in sales – from tying its marketing strategy to the fundraising needs of a charitable cause

LESSON 8.2



Cause Marketing Exploding In Popularity

Cause Marketing

According to a report from Performance Research, 41% of U.S.

consumers believe companies can best improve brand perceptions by

increasing their cause sponsorships

LESSON 8.2




LESSON 8.2


After watching footage of children playing soccer with a ball of trash in Darfur, Tim Jahnigen launched the “

One World Futbol” program which distributes specially made soccer balls that will never go flat.

The program received a giant boost in 2012 when General Motors, as part of their sponsorship of

Manchester United, agreed to sponsor the distribution of 1.5 million of the balls over the next three years.

Cause Marketing


LESSON 8.2


Cause Marketing Speedo launched a creative “Art of the Cap” cause

related campaign, featuring a special collaboration between the brand, the sports’ biggest stars (Olympic gold medalists Ryan Lochte, Natalie Coughlin, Nathan Adrian, Dana Vollmer and Cullen Jones) and paired them with five celebrated artists to design a limited edition Speedo swim cap, sold exclusively on www.SpeedoUSA.com. The proceeds from each design were donated to the charities of each athlete’s choice.

What differentiates sponsorship from traditional media?

Allows a company to tap emotional and intimate appeals of customers

Integrates the positive feelings of sports and entertainment events with company products, services and staff

Sponsorships help reach segmented targets that mass media typically proves ineffective

Showcases a company’s products and services in an environment representative of a consumer’s particular lifestyle

LESSON 8.2



Lesson 8.3 –

Sponsorship Decisions


Why do companies sponsor?

Increase brand loyalty

Create awareness and visibility

Change or reinforce image

Drive retail traffic

Drive sales

Showcase community responsibility

LESSON 8.3



Display brand attributes

Entertain clients and hospitality

Recruit and retain employees

Create merchandising opportunities

Build company awareness

Differentiate products

Associate with particular lifestyles

Why do companies sponsor?LESSON 8.3



Why do companies sponsor?

Business-to-Business marketing

Distinguish from the competition

Introduce new products or services to a large audience

Enter new markets

LESSON 8.3



Sponsorship

Red Bull successfully reaches their target audience through a sponsorship of the U.S. Open of Surfing. Conversely, it would not make sense for Red Bull to partner with the PGA for a seniors golf tournament.

LESSON 8.3



How Do Companies Choose What to Sponsor?

Many companies invest in naming rights deals to maximize the amount of exposure gained

through the sponsorship

LESSON 8.3



LESSON 8.3



In 2013, the San Francisco 49ers announced a partnership with Levi’s for the naming rights to their new stadium in Santa Clara, costing the brand a reported $220 million

Sponsorship Criteria

Property and company image compatibility

Audience

Working with retailers

Media impact

Exclusivity

Increase in consumer sales

LESSON 8.3




Property and Company Image Compatibility

Does the property offer the imagery the company wants to establish?

Is it a lifestyle with which the company wants to be associated?

Are the co-sponsors companies with which the company would want to be associated?

LESSON 8.3



LESSON 8.3



WWE reported that a decision to create on air content suitable for a younger audience (the rating for “Raw”

was changed from TV-14 to PG) generated a significant spike in interest from more new sponsors

Property and Company Image Compatibility

LESSON 8.3



Audience the Sponsorship Reaches

Thanks in large part to its commitment as a NFL sponsor, Papa John’s has become the third largest pizza takeout chain in the U.S. (behind Domino’s and Pizza Hut).

Effective SponsorshipsExclusivity

LESSON 8.3



Exclusivity is a sponsorship component that sports teams/properties take very seriously, so much so that Manchester United (sponsored by Pepsi) refused to take the field for a 2013 match because the scoreboard was flashing advertisements for Coca-Cola (a stadium sponsor). Eventually game officials were able to strike an agreement that both parties agreed to so the game could be played

VS


Criteria consistent with effective sponsorships

Frequent impressions

Sponsorship Leverage / Activation

Company Commitment

Commitment for the right reasons

Communication

Fan Connection

LESSON 8.3



Gross impression refers to the frequency in which a company product or service is associated with the event or entertainer

Effective SponsorshipsThe brain records an image each time a consumer sees a company logo

The goal of a sponsorship is to insure consumers remember those images the next time they make a purchase decision

LESSON 8.3



Leveraging (activating) the sponsorship refers to the action taken to escalate its impact and to increase the overall value of the sponsorship


Most companies spend $1-3 per dollar spent on the sponsorship fee itself in leverage / activation, yet in 2009 IEG reported an average leverage spend ratio of 1-4, thanks in large part to challenging economic conditions

LESSON 8.3



Sponsorship Leverage/Activation


LESSON 8.3


Companies must engage in promotion of the event prior to the actual event date

Effective sponsorships require careful strategic planning


LESSON 8.3


Part of Adidas’ MLS activation strategy included a wide range of activities tied to the 2014 All-Star Game held in Portland, Oregon (home of Adidas’ North American Headquarters), including placing a giant soccer ball on top of a nearby building.

Click here for a full schedule of events that surrounded the event

Fan Connection


LESSON 8.3


This is why we frequently hear statements like the one posted on the Website for

Toronto’s Scream Literary Festival:

“The Literary Festival would not be possible without the kind and generous support of our private and public sponsors, and we

thank them all immensely”

LESSON 8.3



Sponsorship does present certain risks

- Difficult in measuring your return on investment

- Potential as an impulse purchase internally by an executive as a result of fandom influencing the decision

- Ineffective results despite forecasting that might suggest otherwise

- Clutter in the sponsorship space

- Emergence of social media overshadowing sponsor awareness and fan connection

Lesson 8.4 –

Ambush Marketing


"Ambush marketing is a transparent attempt to

cash in on the passion of our fans"

- NFL spokesman Brian McCarthy

LESSON 8.4



Ambush MarketingLESSON 8.4


Ambush marketing occurs when one brand pays to become an official sponsor of an event and other competing brands attempt to connect itself with the same event, without paying direct sponsorship fees


Ambush Marketing It is a legal tactic

Often referred to as “guerilla” marketing

Has proven to be very successful

Presents many challenges for those hosting the event Results in the perception that companies are affiliated with an event when they actually are not

Allows for penetration into events in which a competitor may have exclusivity rights

LESSON 8.4



Notable Sports Marketing Ambushes

Ambush Marketing

1992 Olympics

Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel with the American flag during the gold medal ceremonies

LESSON 8.4



Ambush Marketing

2002 Boston Marathon

More than 300 college students sporting Reebok-branded tattoos on their foreheads were seeded into the crowd along the Marathon route. Reebok-endorsed “office linebacker” Terry Tate (featured in prominent Reebok television spots) led the charge along the running route. The ambush was effective, with Reebok forming a sea of red (via more than 2,500 consumers turned into walking billboards) along the route and creating its own “unofficial” sponsorship of the Marathon, much to the chagrin of Adidas.

LESSON 8.4



Notable Sports Marketing Ambushes

Ambush marketing tactics

Ambush Marketing

Sponsorship of sub-categories in an event

Sponsorship of the broadcast of the event

Purchasing advertisements at a competitor’s event

Engaging in non-sponsorship promotions that coincide with the event

LESSON 8.4



Purchasing advertisements at a competitor’s event

Ambush Marketing

For the 1996 Atlanta Olympics, Nike went to the extreme of purchasing all the outdoor poster sites in Atlanta in an effort to ambush Adidas, the official sponsor of the 1996 Games

LESSON 8.4



Ambush MarketingLESSON 8.4



Engage in non-sponsorship promotions that coincide with the event

According to ad-age.com, Coca-Cola stole Pepsi's thunder during the 2014 Oscars when Coke’s logos appeared on three pizza boxes delivered to host Ellen DeGeneres during a skit during the broadcast, despite the fact the Pepsi had just taken over the sponsorship rights as the exclusive soft-drink sponsor of the Academy Awards on ABC.

Create visibility without “official” affiliation with an event in non-traditional ways

Ambush Marketing

Geico once paid several lower-ranked men's and women's tennis players up to $5,000 to wear "ambush advertising patches during high-visibility matches" at Wimbledon. Because lower ranked players earn only minimal wages, many were willing to slap the Geico logo on their uniform, in part to help pay for travel expenses.

LESSON 8.4



How does Ambush Marketing Affect the Hosting Organization?

Ambush Marketing

Ambush marketing threatens the ability to sell event sponsorships, ultimately cutting into profitability

The Sydney Organizing Committee for the Olympic Games (SOCOG) had a staff of 60 individuals with legal backgrounds to protect themselves against ambush marketing

LESSON 8.4



Lesson 8.5 –

Pricing Sponsorships


Inventory defines exactly what assets an event or property has available to sell


The first step to the sponsorship sales process is defining inventory

LESSON 8.5



Inventory sheet

Outlines each specific piece of inventory available for sale


Inventory could include many sponsorship elements, including advertisements in a program, on-site signage or broadcast opportunities

LESSON 8.5



** Sample Inventory Sheet **

Limitless Opportunities

Game Situation Sponsorships Interactive Fan Participation Contest at the Event Kiosks for Information and Distribution of Wares or Services Pre-Game, Post-Game, Half-time Sponsor Player Appearances/Cheerleader Appearances In-store Promotions Traffic DrivingAutograph CardsBall BoysChalk TalkCheerleader Calendar & PostersCoaches ApparelFlag Football GameHonorary CaptainsTailgatingPlayers TunnelPlayer IntrosMVP/IRONMAN of the game & seasonFan of the GameTV/Radio Broadcast

Web Opportunities

Full Page/Section SponsorshipAnimated Banner AdvertisingStatic Banner Advertising Page Element Sponsorship Logo Based Link Text Link

Other Opportunities

Electronic MessagesGame Day Program Uniform Patches Helmet Labeling Media Guide and Game NotesCheerleader SponsorshipMascot Sponsorship Team Logo on Promotional ItemsPlayer, Mascot and Cheerleader AppearancesRules of the GameStaff Shirts

Signage Opportunities

Dasher boards Turf Squares/On-Field LogosBack of End zone Riptide pre-game & post-game partiesBannersDown Markers25-Second ClockBench AreaInflatable blimps

For more information on how your business can team up with the Riptide, contact us at

619-224-4171

LESSON 8.5



The rate card is a printed list of sponsorship fees charged by a sports or entertainment property for association rights


It is essentially an inventory sheet with associated values

LESSON 8.5




Price should be based on value, not on budgets or needs

Rights & benefits included in the package

Value should be placed only on those elements that can be successfully fulfilled

Cost / Benefit ratios

Sponsorship Pricing Considerations

LESSON 8.5



Lesson 8.6 –

Endorsements


Endorsement:

A partnership between an athlete or entertainer and a company in which the athlete or entertainer receives compensation in return for their support and approval of a company product or service

Endorsements

The celebrity agrees to allow the company to use his or her likeness to promote company goods and services

LESSON 8.6



Endorsements

Gatorade featuring athletes like Usain Bolt, Bill Russell, Serena Williams, Michael Jordan, Mia Hamm, Peyton Manning, Sidney Crosby, Jimmie Johnson, Abby Wambach and others in a new ad campaign as part of their re-branding effort

LESSON 8.6



Endorsements

Subway featuring “famous fans” like Jimmy Fallon, Blake

Griffin, RG3, Apolo Ohno, Carl Edwards, CC Sabathia,

Michael Phelps, Ryan Howard, Justin Tuck, Michael Strahan,

Ndamukong Suh & Nastia Liukin in advertising

campaigns

LESSON 8.6



Success and high levels of performance

Media following

Work ethic

Personality traits

What characteristics among celebrities do sports and entertainment marketers look for?

EndorsementsLESSON 8.6



The most successful campaigns will feature athletes or celebrities who actively promote the product or brand

Consumers must actually believe the athlete or celebrity uses the product or service otherwise the campaign’s credibility risks being undermined

Effective endorsement campaigns




Kevin Durant has maintained a positive image throughout his NBA career and as a result, his marketability is on the rise







As a result, he earned $13 million in endorsements last year according to Sports Illustrated’s “Fortunate 50” list in 2014, ranking him as the sixth highest paid athlete in terms of endorsement (even edging out Peyton Manning who was seventh on the list, earning $12.5 million).

Prior to the 2010 NBA Draft, Reebok locked up budding superstar and eventual number one overall pick John Wall to a five year deal, reportedly worth $25 million. Reebok was banking on Wall successfully replacing Allen Iverson as the face of their basketball brand in a move that never quite paid off (he moved on to adidas in 2013)




In an effort to show their allegiance to the brands they endorse, both Robert Griffin III (Adidas) and Tom Brady (Under Armour) were fined by the NFL for covering up the Nike swoosh logo during the 2013 season (Nike is the league sponsor)




There has been intense interest in McMahon's headbands since the Bears played the New York Giants in the National Football Conference semifinals when McMahon wore a headband with the name of a sporting goods company, "Adidas." The quarterback was fined $5,000 by NFL Commissioner Pete Rozelle.

Athlete endorsement earnings, according to Sports Illustrated’s “Fortunate 50” annual list of the 50 top-

earning American athletes, published in 2014

LeBron James $38 millionPhil Mickelson $33 million Tiger Woods $31 millionKobe Bryant $20 millionDerrick Rose $17 million

LESSON 8.6



Endorsements

Click here to view the top 20 earning International athletes in terms of endorsement compensation

Derrick Rose did not play in a single game in 2014 due to injury, so Adidas actually tracked his rehab through a season long marketing campaign (#thereturn)




Video: http://www.usatoday.com/story/gameon/2012/10/04/derrick-rose-adidas-rehab-nba-chicago-bulls/1613261/

Floyd “Money” Mayweather was the top earning American athlete, yet did not generate any revenue through endorsements




Click here to view SI’s entire “Fortunate 50” list, including salary and endorsement earnings

Background checks

Discussion with celebrities to determine levels of commitment

Development of a contract and having each party carefully review the terms

Familiarizing the celebrity with the product or service in which they will endorse

Finalizing the Selection Process




According to the q scores Website, a q score “measures the familiarity and appeal of personalities in a

variety of categories to determine targeted audience attraction”

Marketers can refer to a prospective endorsers “q score” to determine the

individual celebrity’s marketing potential




Basketball Hall of Famer Michael Jordan remains the best-known and most-liked pro athlete, nearly a decade after he retired as a player. He is recognized by 89 percent of fans and has a positive Q score of 43 percent.

Denver Broncos quarterback Peyton Manning is tops among active athletes. He’s recognized by 88 percent and has a positive Q Score of 32 percent.




After accepting a plea deal with Major League Baseball for his part in a performance enhancing drug scandal, Brewers’ star Ryan Braun was quickly dropped by most sponsors, including Nike, while 65% of fans felt his brand would never recover based on a poll conducted on bleacherreport.com

Failure to live up to expectations may result in a sponsor parting ways with the athlete or celebrity, particularly in the midst of any negative publicity

surrounding the individual




In 2013, Tara Costa, former star from the popular TV show ‘Biggest Loser,’ was being sued by a corporate partner on the basis that she had allegedly gained too much weight to continue representing their brand.

Failure to live up to expectations may result in a sponsor parting ways with the athlete or celebrity, particularly in the midst of any negative publicity

surrounding the individual




VIDEO: http://video.foxbusiness.com/v/2546539407001/biggest-loser-tara-costa-on-getting-sued-for-weight-gain/

Given the incredible sales success of his branded grills,

George Foreman now sorts through

as many as 20 endorsement

offers per week

Endorsement Effects Sales




1-800-Flowers teamed up with Justin Bieber for what was originally intended to be a

small Valentine's Day promotion. It turned into one of the biggest campaigns in

the company's history and led to an annual relationship with

the teen pop sensation.

Endorsement Effects Sales




Documents

Lesson 8.1 – Sponsorship Copyright © 2014 by Sports Career Consulting, LLC