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

Sponsorship Clutter

• Sponsors want to reach their target market – Also want to avoid clutter (consumer 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.