Sports & Entertainment Marketing II

1.14 Employ sales processes and techniques to enhance customer

relationships and to increase the likelihood of making sales

Considerations in “Selling” a Venue

The sportscape is the physical surroundings of a venue that impact spectators’ desire to attend, stay at, and ultimately return to a venue and/or event. It’s important to sell the venue because it is part of their product

Factors that Impact the Sportscape of the VenueNewness of the venueAesthetics or beauty of the venueSeat comfortEase of layoutCleanliness of venuePerceived crowdingAdequate parking, access to public

transportationReasonably priced concessions

Incentives to Offer When “Selling” a Venue

Sponsor naming rights for venueSignage and exclusive advertisingIf you only have one entity affiliated with your sport/event

organization. The benefit is called “exclusivity”

Information booths/tents (a source of sales leads)Activity centers promoting the sponsor’s goods/servicesExclusive sales rights of sponsor’s products or servicesOWNERSHP-this is when a company is given the

opportunity to have a certain part of the event named after them.

EXAMPLE-The 2014 NCAA Championship in Texas names the pre-game “Braums” Ice Cream Store

Procedures to Follow when “Selling” a VenueEmphasize:

Sportscape of the venueMatch-up between event’s needs and venue’s assetsSignage promoting sponsorSponsor as sole advertiserNaming rights given to sponsorUniqueness of venueAbility to match sponsor’s objective’s with venue

layoutGiveaways (e.g., special seating, event apparel, VIP

lounge, etc.)

Who do companies sponsor sport/events

To create or maintain a certain image. The benefit to them is to display characteristics

they want consumers to associate with their products or services. This is one way of enhancing their public relations

What is Value-in-kindValue-in-kind (VIK) is a type of sponsorship where the

sponsor to a project may bring goods or service than cash contribution and that which is bought will be given monetary value as contribution.  Sponsors use this kind of sponsorship to save as they are able to source goods at the lesser price yet still give the product the value that was required.  

EXAMPLE-The panther players receives free Nike gear as part of Nike’s payment of its sponsorship fee. The arrangement is know as value-in-kind

Example of VIKEXAMPLE-The panther players receives free Nike

gear as part of Nike’s payment of its sponsorship fee. The arrangement is know as value-in-kind

In-kind sponsorship is an option for organizations and individuals who want to support a good cause but don't necessarily have a lot of extra cash to contribute. In-kind sponsorships allow people to help in whatever way they are most able, by sharing the strengths, skills and resources that they do have.

Steps in a sponsorship presentationOne of the first steps in a sponsorship

presentation is “creating awareness”

Other steps would be:Research Potential Sponsors]Organize your presentationList your benefitsDemonstrate expertise

The End!Any Questions?????