Upload
egbert-phelps
View
219
Download
2
Tags:
Embed Size (px)
Citation preview
SEM1 1.07
• PI – Explain the nature of sponsorship in the sports/event/entertainment 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 Consumershttps://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 ActivitySponsorships, 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.