UNIVERSITY OF ALABAMA - HSM 235 - TEST #3
well answered to pass
financial support of corporate sponsorships
1. Sport as we've
come to know
it today wouldn't
exist without
2. "sport property" team, league, or event which has the ownership of sport assets
3. how do we define relationship between a business and a sport entity in which the business provides
sponsorship? between spon-
4. primary benefits
sponsors seek
from sport spon-
sorship
5. what is the bot-
tom lines for
many sponsors?
6. what needs to be
considered to de-
liver a positive
ROI?
7. what does "sym-
biotic" mean re-
garding sponsor-
ships?
8. key differences
,UNIVERSITY OF ALABAMA - HSM 235 - TEST #3
well answered to pass
funding, resources, and/or
services to the sport property in
exchange for rights + privileges
provided as a result of the
association and/or affliction
with the sport entity
- brand awareness + image
- reaching target market
- building customer relations
- driving sales
return on investment
marketing objectives
a win/win for the sponsor +
sport entity (mutually beneficial)
AIDA: awareness, interest,
desire, and action
sponsorship = potential for
building loyalty + thereby,
brand equity
, UNIVERSITY OF ALABAMA - HSM 235 - TEST #3
well answered to pass
sorship and ad-
vertising
9. NASCAR facts - #1 among major sports in sponsor consideration
and notes - 75% of fans would consider a sponsor's brand
- 53% of fans always buy products or services from companies that sponsor
NASCAR
10. TOP sponsors "The Olympic Partner"
- 4 year contract that includes both summer and winter games
11. "buy-in" the cost + value of the sponsorship deal must be equitable for both parties
(mutually beneficial)
12. What is "fit"? - sport property's image should be compatible with the desired image of the
Which matches brand
need to exist? - a match needs to exist between the target of the market and the target market of
the brand
13. myopia - a common problem in sponsorships
- result of sport personnel focusing solely on the sport product and not considering
the needs and wants of the consumer
14. defection current sponsors that decide not to renew
15. ROO - return on objectives
- why relationships are important
16. KPI Key Performance Indicator
17. 7 rules of person- - use marketing database that generate leads that are likely to have a greater
al selling interest/ability to become consumers
- communicate with consumers based on the shared interest in the sport product
- LIBK rules: "let it be known" that you are proud and enthusiastic to sell the
well answered to pass
financial support of corporate sponsorships
1. Sport as we've
come to know
it today wouldn't
exist without
2. "sport property" team, league, or event which has the ownership of sport assets
3. how do we define relationship between a business and a sport entity in which the business provides
sponsorship? between spon-
4. primary benefits
sponsors seek
from sport spon-
sorship
5. what is the bot-
tom lines for
many sponsors?
6. what needs to be
considered to de-
liver a positive
ROI?
7. what does "sym-
biotic" mean re-
garding sponsor-
ships?
8. key differences
,UNIVERSITY OF ALABAMA - HSM 235 - TEST #3
well answered to pass
funding, resources, and/or
services to the sport property in
exchange for rights + privileges
provided as a result of the
association and/or affliction
with the sport entity
- brand awareness + image
- reaching target market
- building customer relations
- driving sales
return on investment
marketing objectives
a win/win for the sponsor +
sport entity (mutually beneficial)
AIDA: awareness, interest,
desire, and action
sponsorship = potential for
building loyalty + thereby,
brand equity
, UNIVERSITY OF ALABAMA - HSM 235 - TEST #3
well answered to pass
sorship and ad-
vertising
9. NASCAR facts - #1 among major sports in sponsor consideration
and notes - 75% of fans would consider a sponsor's brand
- 53% of fans always buy products or services from companies that sponsor
NASCAR
10. TOP sponsors "The Olympic Partner"
- 4 year contract that includes both summer and winter games
11. "buy-in" the cost + value of the sponsorship deal must be equitable for both parties
(mutually beneficial)
12. What is "fit"? - sport property's image should be compatible with the desired image of the
Which matches brand
need to exist? - a match needs to exist between the target of the market and the target market of
the brand
13. myopia - a common problem in sponsorships
- result of sport personnel focusing solely on the sport product and not considering
the needs and wants of the consumer
14. defection current sponsors that decide not to renew
15. ROO - return on objectives
- why relationships are important
16. KPI Key Performance Indicator
17. 7 rules of person- - use marketing database that generate leads that are likely to have a greater
al selling interest/ability to become consumers
- communicate with consumers based on the shared interest in the sport product
- LIBK rules: "let it be known" that you are proud and enthusiastic to sell the
