WF SEM I 1.07

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WF SEM I 1.07

• Sponsorships

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Define Sponsorship

• 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 Sponsor wants affiliation with event,
  entity or individual

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Sponsorships

• Big Organizations
• Major Events
• Major Activation
• Major Ad Budgets
• Better organizational skills
• Sponsors are more confident in and give more to
  bigger events

• Small Organizations
• -Smaller Events
• -Small/No Activation
• -Small/No Ad Budgets
• -Limited staff to communicate with
• sponsor
• Tend to develop poor relationships
• with sponsors
• - Events tend to draw less attention

4
Explain benefits of sponsorship

• Increase sales and profits through affiliation
  and brand awareness
• Introduce new good or service
• Be identified directly with an event in which
  target market is interested and watching
• Earn goodwill of audience by showing commitment
  to community
• Entertain clients, employees, potential customers
• Enhance company image through Public/Community
  Relations
• Enter new/niche markets
• Explain Successful Sponsorships
• The key to building successful sponsorship
  programs is to match the correct products or
  services with the people who want to purchase
  them TARGET MARKET!!!!!

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Premium Sponsorships

• Entitlements one major sponsor for an event (ex
  Sprint for NASCAR)
• Facility Entitlements company purchases
  promotional rights to entire stadium (ex BBT
  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)

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How Sponsorships Are Formed

• Generate leads
• Contact potential sponsors
• Create sponsorship proposal

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Information for Sponsorship Proposals

• Information about the event
• Audience demographics
• Cost/cost per person reached
• Length of contract
• Media coverage
• Marketing opportunities
• Sponsorship benefits
• ENDS WITH FORMAL/
• LEGAL CONTRACT

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Risks of Sponsorships

• Loosing streak or failed event
• Too many sponsors at one event (clutter,
  confusing)
• Could create a bad image at eventand that
  negative is forever tied to your brand
• Ambush Marketing (next slide)
• Why Sponsorships Fail
• No budget for activation
• Not long-term
• No measurable objectives
• Insufficient staffing
• No local extensions
• Not exploited (advertised/promoted)

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Ambush Marketing

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