SPMT 217 Exam 3
what has made the world much smaller as sport has moved onto the global stage -
ANStechnology
where can sports sponsorship be traced back to - ANSthe ancient Greek Olympics
local businesses paid charioteers to wear their colors
what is considered as a turning point event in the evolution of sports sponsorship - ANS1984
Olympic Games in Los Angeles
first city to ever turn a profit in host city of Olympics
How did the 1984 L/A Olympic Games turn a profit?
what strategy did they use? what was the long term effect? - ANSThe Los Angeles Olympic
Organizing Committee, under the direction of its president Pete Ueberroth brought a new
commercial mind-set to the L.A. Games
employing a "less is more" sales strategy, Ueberroth signed a limited number of companies to
exclusive official sponsorship contracts -- companies paid a large amount to outbid their
competition
this ushered in a new era of sports sponsorship by showing that companies could gain
tremendous benefits from sponsorship
what factors have contributed to the growth in sports sponsorship over the last 3 decades -
ANSthe increased media interest in sport -- has provided companies with a highly visable
mechanism for promoting their sponsorship involvments
sponsorship is being seen as a way for companies to break through the clutter of traditional
marketing -- gives companies other platforms to market (in-venue, in-broadcast, online)
companies have begun to realize the impact that sponsorship could have in reaching their target
customers through their lifestyles
what does linking a companies message to leisure pursuits/sports convey? - ANSit conveys
their messages immediately, credibly, and to a captive audience
,targeted sponsorship - ANSenables corporate marketers to reach specific segments, such as
heavy users, shareholders, and investors that have similar demographics or geographic
commonalities
the decision making process for sponsorship has transferred to who? - ANSthe decision making
process has gone from the CEO to the marketing team of a company
today sport sponsorship involves in-depth consumer research and strategic planning
return on investment (roi) - ANSthe expected dollar-value return on the financial cost of an
investment, usually a percenatage
the achievement of specific marketing and sales objectives from a sports sponsorship
who do sports properties prefer not to partner with? - ANSwith companies that simply purchase
sponsorship rights and then do nothing to utilize, or leverage it to benefit the sponsor and the
sports property itself
so more sponsorship contracts now require that the sponsor commit fincancial resources in
support of its sponsorship through promotion and advertising -- called sponsorship activation
sponsorship activation - ANSthe commitment of financial resources in support of a company's
sponsorship through promotion and advertising
"green" initiatives - ANSthe development and activation of sponsorships that support
sustainability
what is the fastest growing source of sponsorship revenue? - ANSsocial media
leader -- on Foursquare
sales promotion - ANSa variety of short-term, promotional activities that are designed to
stimulate immediate product demand
increasing brand awareness, broadening the sales distribution channels, and getting new
customers to try their product
how sponsorship programs are often built
example -- sponsoring company provides all fans with a free item with the company's logo
what sport has utilized in-venue promotions the best - ANSMLB
,continuity promotions - ANSrequire fans to attend multiple games to obtain a certain item
factors of the success of in-venue promotions (5) - ANStime of season
win-loss record
day of promotion (weekday/weekend)
opponent
perceived value or promotion
in-store promotion - ANSencompasses a wide variety of tactics to incentivize consumers --
premiums, contests, sampling, point-of-sale marketing, coupons
premiums - ANSmerchandise offered free or at a reduced price as an inducement to buy a
different item
contests and sweepstakes - ANScontests -- competitions that award prizes based on a
contestant's skill and ability
sweepstakes -- games of luck or chance
sampling - ANSone of the most effective sales promotion tools to induce consumers to try a
product
give free items away to try to get the consumer to buy a larger package or the product in larger
quantity
point-of-sale or point-of-purchase marketing - ANSused by marketers to attract consumers
attention to their product or service and their promotional campaign at the retail level
example: large cutout of a player holding cereal
freestanding inserts (FSIs) - ANShow most coupons appear
print advertisements
the coupon sections that appear each week in the Sunday newspaper
Advertising brochure, card, or leaflet inserted in a newspaper or magazine, usually to serve as a
reply coupon or discount voucher.
, cross-promotion - ANSa joining together of two or more companies to capitalize on a
sponsorship or expand its scope
reasons why cross-promotions are effective (5) - ANS1. all companies share the total cost of the
sponsorship
2. allow promotion of several product lines within the same company, often drawing from
seperate budgets
3. enable companies to utilize existing business relationships
4. enables a weaker company to piggyback on the strength of a bigger company
5. create a pass-through opportunity -- that agree a sponsorship and pass some or all of it's
costs to product vendors in their store (in grocery stores)
codependent partners - ANScompanies whose products/services are intergal to each other,
such as computer software and hardware teaming up to leverage a sport sponsorship
customer-partners - ANStwo discrete brands that stand alone but do so much business with
each other they are almost siblings
Pepsi and Subway -- MLB
potential benefits for company included in a league or team sponsorship package (7) - ANS1.
exclusivity
2. "official" designation
3. rights to utilize the sport organization's intellectual property in advertising
4. title naming rights
5. in-stadium signage
6. access to tickets
7. access to use of players
what a company gives up to sponsor - ANS1. rights fees
2. multiyear commitment
3. advertising commitment
what has made the world much smaller as sport has moved onto the global stage -
ANStechnology
where can sports sponsorship be traced back to - ANSthe ancient Greek Olympics
local businesses paid charioteers to wear their colors
what is considered as a turning point event in the evolution of sports sponsorship - ANS1984
Olympic Games in Los Angeles
first city to ever turn a profit in host city of Olympics
How did the 1984 L/A Olympic Games turn a profit?
what strategy did they use? what was the long term effect? - ANSThe Los Angeles Olympic
Organizing Committee, under the direction of its president Pete Ueberroth brought a new
commercial mind-set to the L.A. Games
employing a "less is more" sales strategy, Ueberroth signed a limited number of companies to
exclusive official sponsorship contracts -- companies paid a large amount to outbid their
competition
this ushered in a new era of sports sponsorship by showing that companies could gain
tremendous benefits from sponsorship
what factors have contributed to the growth in sports sponsorship over the last 3 decades -
ANSthe increased media interest in sport -- has provided companies with a highly visable
mechanism for promoting their sponsorship involvments
sponsorship is being seen as a way for companies to break through the clutter of traditional
marketing -- gives companies other platforms to market (in-venue, in-broadcast, online)
companies have begun to realize the impact that sponsorship could have in reaching their target
customers through their lifestyles
what does linking a companies message to leisure pursuits/sports convey? - ANSit conveys
their messages immediately, credibly, and to a captive audience
,targeted sponsorship - ANSenables corporate marketers to reach specific segments, such as
heavy users, shareholders, and investors that have similar demographics or geographic
commonalities
the decision making process for sponsorship has transferred to who? - ANSthe decision making
process has gone from the CEO to the marketing team of a company
today sport sponsorship involves in-depth consumer research and strategic planning
return on investment (roi) - ANSthe expected dollar-value return on the financial cost of an
investment, usually a percenatage
the achievement of specific marketing and sales objectives from a sports sponsorship
who do sports properties prefer not to partner with? - ANSwith companies that simply purchase
sponsorship rights and then do nothing to utilize, or leverage it to benefit the sponsor and the
sports property itself
so more sponsorship contracts now require that the sponsor commit fincancial resources in
support of its sponsorship through promotion and advertising -- called sponsorship activation
sponsorship activation - ANSthe commitment of financial resources in support of a company's
sponsorship through promotion and advertising
"green" initiatives - ANSthe development and activation of sponsorships that support
sustainability
what is the fastest growing source of sponsorship revenue? - ANSsocial media
leader -- on Foursquare
sales promotion - ANSa variety of short-term, promotional activities that are designed to
stimulate immediate product demand
increasing brand awareness, broadening the sales distribution channels, and getting new
customers to try their product
how sponsorship programs are often built
example -- sponsoring company provides all fans with a free item with the company's logo
what sport has utilized in-venue promotions the best - ANSMLB
,continuity promotions - ANSrequire fans to attend multiple games to obtain a certain item
factors of the success of in-venue promotions (5) - ANStime of season
win-loss record
day of promotion (weekday/weekend)
opponent
perceived value or promotion
in-store promotion - ANSencompasses a wide variety of tactics to incentivize consumers --
premiums, contests, sampling, point-of-sale marketing, coupons
premiums - ANSmerchandise offered free or at a reduced price as an inducement to buy a
different item
contests and sweepstakes - ANScontests -- competitions that award prizes based on a
contestant's skill and ability
sweepstakes -- games of luck or chance
sampling - ANSone of the most effective sales promotion tools to induce consumers to try a
product
give free items away to try to get the consumer to buy a larger package or the product in larger
quantity
point-of-sale or point-of-purchase marketing - ANSused by marketers to attract consumers
attention to their product or service and their promotional campaign at the retail level
example: large cutout of a player holding cereal
freestanding inserts (FSIs) - ANShow most coupons appear
print advertisements
the coupon sections that appear each week in the Sunday newspaper
Advertising brochure, card, or leaflet inserted in a newspaper or magazine, usually to serve as a
reply coupon or discount voucher.
, cross-promotion - ANSa joining together of two or more companies to capitalize on a
sponsorship or expand its scope
reasons why cross-promotions are effective (5) - ANS1. all companies share the total cost of the
sponsorship
2. allow promotion of several product lines within the same company, often drawing from
seperate budgets
3. enable companies to utilize existing business relationships
4. enables a weaker company to piggyback on the strength of a bigger company
5. create a pass-through opportunity -- that agree a sponsorship and pass some or all of it's
costs to product vendors in their store (in grocery stores)
codependent partners - ANScompanies whose products/services are intergal to each other,
such as computer software and hardware teaming up to leverage a sport sponsorship
customer-partners - ANStwo discrete brands that stand alone but do so much business with
each other they are almost siblings
Pepsi and Subway -- MLB
potential benefits for company included in a league or team sponsorship package (7) - ANS1.
exclusivity
2. "official" designation
3. rights to utilize the sport organization's intellectual property in advertising
4. title naming rights
5. in-stadium signage
6. access to tickets
7. access to use of players
what a company gives up to sponsor - ANS1. rights fees
2. multiyear commitment
3. advertising commitment
