1.07

Sponsorships

Term

• Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees

• Often considered a partnership between event and sponsor

Sponsorships

Big Organizations– Major Events

– Major Activation

– Major Ad Budgets

Small Organizations

-Smaller Events

-Small/No Activation

-Small/No Ad Budgets

Explain benefits of sponsorship

• Increase sales and profits• Introduce new good or service• Be identified with an event in which target market is

interested• Earn goodwill of audience by showing commitment

to community• Entertain clients, employees, potential customers• Enhance company image• Enter new/niche markets

Premium Sponsorships

• Entitlements: one major sponsor for an event (ex: Sprint for NASCAR)

• Facility Entitlements: company purchases promotional rights to entire stadium (ex: BB&T for the Dash)

• Product Exclusivity: only one product in a category is granted sponsorship (ex: Food Lion is the only grocery sponsor for the ACC)

Why Sponsorships Fail

• No budget for activation• Not long-term• No measurable objectives• Insufficient staffing• No local extensions

Ambush Marketing

• Giving the appearance of being associated with an event without paying a sponsorship fee