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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 : - PowerPoint PPT Presentation
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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
Goals of Sponsorship
• 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 • Entertain clients• Entertain your employees
Exploiting the Sponsorship
Use Sponsorship in:• Advertising•Promotions•Commercials•Appearances•Autograph Signings•Contests•Freebies
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• Sponsors want to reach their target market – Also want to avoid confusion
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=_hEzW1WRFTg
https://www.youtube.com/watch?feature=player_embedded&v=v6xqsl39y4I
Ambush Marketing
Ambush Marketing
Ambush Marketing
Ambush Marketing
Ambush Marketing
Subway is not an official Olympic sponsor.
Subway uses a variety of Olympic athlete endorsers.
Ambush Marketing
Ambush MarketingGeneral Motors official sponsors of Detroit Tigers
“Ford” Field visible from Comerica Park Seats
Ambush Marketing
•Bavaria Beer Co. at the 2010 World Cup•The company was not an official World Cup Sponsor•The women were arrested!
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:
• 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.