Why Companies SponsorWhy Companies Sponsor• Increase visibilityIncrease visibility• Associate with particular lifestylesAssociate with particular lifestyles• Business-to-Business MarketingBusiness-to-Business Marketing• Distinguish from the competitionDistinguish from the competition

Why Companies SponsorWhy Companies Sponsor• Hospitality & EntertainmentHospitality & Entertainment• Opportunites to merchandiseOpportunites to merchandise• Show off product/serviceShow off product/service• Drive salesDrive sales

Criteria for partnership . . .Criteria for partnership . . .Compatibility

What does this mean?What does this mean?1.What is the image of 1.What is the image of

Cadillac?Cadillac?2.Would sponsoring 2.Would sponsoring

the WWF be a good the WWF be a good idea for Cadillac? idea for Cadillac? Why?Why?

Criteria for partnership . . .Criteria for partnership . . .Audience

What does this mean?What does this mean? 44% of America’s 44% of America’s

Cup fans would Cup fans would “Almost Always” buy “Almost Always” buy A.C. sponsored A.C. sponsored products over non-products over non-sponsors.sponsors.

Criteria for partnership . . .Criteria for partnership . . .Working

w/Retailers

What does this What does this mean?mean?

Pepsi “under the Pepsi “under the cap” promotioncap” promotion

Criteria for partnership . . .Criteria for partnership . . .Media Impact

What does this What does this mean?mean?

Placing signs Placing signs where they will be where they will be seen on televisionseen on television

Criteria for partnership . . .Criteria for partnership . . .Exclusivity

What does this mean? Does Pizza Hut

have control of the Arrowhead high school sports market?

Criteria for partnership . . .Criteria for partnership . . .Increase

consumer sales

What does this mean?What does this mean? Quik Trip making Quik Trip making

items available at a items available at a discount with a “fill discount with a “fill up” of gasolineup” of gasoline

Pricing SponsorshipsPricing Sponsorships• Tangible . . . easy to place a price onTangible . . . easy to place a price on Examples: logo on event materials, Examples: logo on event materials,

tickets, hospitality, on-site sampling, ad tickets, hospitality, on-site sampling, ad in programin program

• Intangible . . . difficult to place a price onIntangible . . . difficult to place a price on Examples: prestige of property, Examples: prestige of property,

category exclusivity, attracting media category exclusivity, attracting media coveragecoverage

Leveraging SponsorshipLeveraging Sponsorship

Key Question . . .Key Question . . .

“ “How can sponsorship be How can sponsorship be leveraged to maximize leveraged to maximize sponsorship?”sponsorship?”

Leveraging SponsorshipLeveraging Sponsorship

• Drive consumer salesDrive consumer sales– offer discount with purchase-proof of offer discount with purchase-proof of

purchasepurchase• Added-value for consumersAdded-value for consumers

– family nightfamily night• Self-liquidatorsSelf-liquidators

– right to sell video tape of highlightsright to sell video tape of highlights

Leveraging SponsorshipLeveraging Sponsorship• Retailer incentivesRetailer incentives

– General Mills increasing POP displays, shelf General Mills increasing POP displays, shelf spacespace

• Cross promotionsCross promotions– Pizza Hut and US Cellular “Call of the Game”Pizza Hut and US Cellular “Call of the Game”

• Media involvementMedia involvement– Use mascot to deliver news release to mediaUse mascot to deliver news release to media

Measuring Sponsorship Measuring Sponsorship ResultsResults• Perspective #1Perspective #1

As a PROPERTYAs a PROPERTY

“ “Prove” sponsorship Prove” sponsorship opportunities have opportunities have been successful to been successful to gain new partners gain new partners and renew current and renew current partnerspartners

• Perspective #2Perspective #2

As a SPONSEEAs a SPONSEE

Consider whether or Consider whether or not to continue the not to continue the partnership based partnership based on the value you on the value you receivedreceived

Measuring Sponsorship Measuring Sponsorship ResultsResults

Most sponsorship pros agree there Most sponsorship pros agree there are are 33 categories of evaluation . . . categories of evaluation . . .

1.1. Sales resultsSales results2.2. Changes in attitudes & awarenessChanges in attitudes & awareness3.3. Media coverageMedia coverage

Why Sponsorships FailWhy Sponsorships Fail• In the past . . .In the past . . .The boss simply sponsored what he The boss simply sponsored what he

“liked” versus what would be “effective.”“liked” versus what would be “effective.”

SOSO

Some common reasons for failure are . . .Some common reasons for failure are . . .

Why Sponsorships FailWhy Sponsorships Fail• Pay & RunPay & Run

• The DetailsThe Details

• ImpatienceImpatience

• A Little Here & A A Little Here & A Little ThereLittle There

Why Sponsorships FailWhy Sponsorships Fail• No One to Run the No One to Run the

ShowShow

• The “Inside” is Left The “Inside” is Left OutOut

• Fans? What Fans?Fans? What Fans?

Why Sponsorships FailWhy Sponsorships Fail The common causes for sponsorship The common causes for sponsorship

failure can all be eliminated through failure can all be eliminated through concentrated effort on the part of concentrated effort on the part of both parties to ensure a successful both parties to ensure a successful event.event.

The infamous “that’s good enough” The infamous “that’s good enough” can lead to disaster.can lead to disaster.

Sponsorship Rights & Sponsorship Rights & BenefitsBenefits

•A sponsee must be able to offer rights and benefits to the sponsor in exchange for the sponsorship fee.

•These rights and benefits are called INVENTORY.

Sponsorship Rights & Sponsorship Rights & BenefitsBenefits

Here is a generic inventory list . . .•Sponsorship type: title•Sponsorship: presenting

•Exclusivity

Sponsorship Rights & Sponsorship Rights & BenefitsBenefits

• License: use of License: use of logo, logo, merchandisingmerchandising

• Media InclusionMedia Inclusion• On-site: sampling, On-site: sampling,

couponscoupons

Sponsorship Rights & Sponsorship Rights & BenefitsBenefits

• Signage: venue, pre-Signage: venue, pre-event, press conferenceevent, press conference

• Hospitality: event Hospitality: event tickets, VIP ticketstickets, VIP tickets

• Cause Tie-In: mention Cause Tie-In: mention sponsor charity sponsor charity organization or organization or donationdonation

Sponsorship Rights & Sponsorship Rights & BenefitsBenefits

In-Kind• Equipment• Services• Technology• Expertise

The Web• Any of the above

on web site• Links to sponsor

site

Additional Inventory ItemsAdditional Inventory Items•Ball Racks•PA Announcements•Warm-ups•Player Introductions•Half-time Stats•Stats Crew•Three Point Shot

Additional Inventory ItemsAdditional Inventory Items• Blimp• Pocket Schedule• Basket Standards• Scoreboards• Ball Boy/Girl Uniforms• Half-time Entertainment• Game Night Sponsorship• Game Ball Delivery

Additional Inventory ItemsAdditional Inventory Items•Attendance Guessing Game•Game MVP•Locker Room Signs•National Anthem Singer