SPMT 270 EXAM 4 (WALTEMYER) STUDY GUIDE
Two Avenues of Sport Marketing - Answer -1. The marketing of sport products to the
sport consumer
~ "Marketing of sport"
2. The marketing of mainstream and non-sport products through sport
~ "Marketing through sport"
What is Sponsorship - Answer -- " The acquisition of rights to affiliate with an
organization or product (e.g. event) for the purpose of deriving benefits related to that
affiliation"
An exchange of mutual benefits between two organizations
~ Sport sponsorships provide a business with AFFILIATION, EXPOSURE,
OPPOURTOUNITY to achieve its marketing objectives
1800s - Answer -First athletic events in the U.S. were sponsored ( primarily by the
transportation and tobacco industries)
1984 - Answer -Summer Olympic Games in Los Angeles
Factors of Sponsorship Growth - Answer -- Communication
- Credibility
- Clutter
- Coverage ( Media, Technology)
Positioning (Fit) - Answer -How well do two organizations fit together
- Brand Image and Target Market
- Association can add/ subtract credibility to org./ product
Establish an emotional connection with the target market - Answer -Sport-Brand loyalty
Platform for Growth - Answer -New markets
Sport Sponsorship Platforms - Answer -Individual (Athlete/ Coach)
Team
League
Facility/ Venue
Event
Media (Broadcast)
Sponsorship - Individual - Answer -a platform for companies to develop a sponsorship
based on the support of an individual athlete instead of a team or league.
~ examples: James harden (Adidas), Michale Jordan (Air Jordan), Alex Morgan (coca-
cola)
, Sponsorship - Team - Answer -a more appropriate platform for local and regional
companies or companies with smaller marketing buds
~ examples: Dallas Cowboys (Lincoln), Texas A&M (Adidas) Texans (Papa Johns)
Sponsorship - League - Answer -Sponsorship promotions through a league
~ examples: NFL (Nike), NHL (Honda), PGA (FedEx cup)
Sponsorship - Facility/ Venue - Answer -one of the fastest-growing sponsorship
platforms, most notably in the form of naming rights agreements.
~ examples: AT&T stadium (cowboys), Blue Bell Park (A&M baseball) H-E-B Center
(cedar park)
Sponsorship - Event - Answer -enables companies to tie directly into the event
atmosphere.
~ examples: Homerun Derby (T-mobile), PGA (Shell Houston Open), Boston Marathon (
Adidas), NCAA (Bowl Games)
Sponsorship - Media/ Broadcasting - Answer -occurs mostly in the form of broadcast
sponsors. companies that purchase advertising or programming during sport-related
broadcasts.
~ examples: SC top 10 (Facebook), CFB Playoff (AT&T), CFB Gameday (Home depot)
Brands - Answer -Products/ Services that communicate and interact with consumers
through identifiable and unique experiences
Brand Management - Answer -Strategic craft of identity development in the
marketplace through emotional connections & attractive characteristics
Brand Identity - Answer -Reflects the perceived value a company is trying to achieve in
the market
Benefits of Branding - Answer -Essential in maintaining long-term financial visibility
A strong Brand Identity is the foundation of consumer loyalty and brand equity
A Strong Brand Identity ensures sustained revenue through - Answer --Popularity in the
marketplace
- Favorable social positioning
- High-level consumers & deep commitment
- Spread amongst consumers
Brands in sport exist across a wide range of categories - Answer -- Athletes
- Teams
- Sport products
- University athletic brands
- Sport media
Two Avenues of Sport Marketing - Answer -1. The marketing of sport products to the
sport consumer
~ "Marketing of sport"
2. The marketing of mainstream and non-sport products through sport
~ "Marketing through sport"
What is Sponsorship - Answer -- " The acquisition of rights to affiliate with an
organization or product (e.g. event) for the purpose of deriving benefits related to that
affiliation"
An exchange of mutual benefits between two organizations
~ Sport sponsorships provide a business with AFFILIATION, EXPOSURE,
OPPOURTOUNITY to achieve its marketing objectives
1800s - Answer -First athletic events in the U.S. were sponsored ( primarily by the
transportation and tobacco industries)
1984 - Answer -Summer Olympic Games in Los Angeles
Factors of Sponsorship Growth - Answer -- Communication
- Credibility
- Clutter
- Coverage ( Media, Technology)
Positioning (Fit) - Answer -How well do two organizations fit together
- Brand Image and Target Market
- Association can add/ subtract credibility to org./ product
Establish an emotional connection with the target market - Answer -Sport-Brand loyalty
Platform for Growth - Answer -New markets
Sport Sponsorship Platforms - Answer -Individual (Athlete/ Coach)
Team
League
Facility/ Venue
Event
Media (Broadcast)
Sponsorship - Individual - Answer -a platform for companies to develop a sponsorship
based on the support of an individual athlete instead of a team or league.
~ examples: James harden (Adidas), Michale Jordan (Air Jordan), Alex Morgan (coca-
cola)
, Sponsorship - Team - Answer -a more appropriate platform for local and regional
companies or companies with smaller marketing buds
~ examples: Dallas Cowboys (Lincoln), Texas A&M (Adidas) Texans (Papa Johns)
Sponsorship - League - Answer -Sponsorship promotions through a league
~ examples: NFL (Nike), NHL (Honda), PGA (FedEx cup)
Sponsorship - Facility/ Venue - Answer -one of the fastest-growing sponsorship
platforms, most notably in the form of naming rights agreements.
~ examples: AT&T stadium (cowboys), Blue Bell Park (A&M baseball) H-E-B Center
(cedar park)
Sponsorship - Event - Answer -enables companies to tie directly into the event
atmosphere.
~ examples: Homerun Derby (T-mobile), PGA (Shell Houston Open), Boston Marathon (
Adidas), NCAA (Bowl Games)
Sponsorship - Media/ Broadcasting - Answer -occurs mostly in the form of broadcast
sponsors. companies that purchase advertising or programming during sport-related
broadcasts.
~ examples: SC top 10 (Facebook), CFB Playoff (AT&T), CFB Gameday (Home depot)
Brands - Answer -Products/ Services that communicate and interact with consumers
through identifiable and unique experiences
Brand Management - Answer -Strategic craft of identity development in the
marketplace through emotional connections & attractive characteristics
Brand Identity - Answer -Reflects the perceived value a company is trying to achieve in
the market
Benefits of Branding - Answer -Essential in maintaining long-term financial visibility
A strong Brand Identity is the foundation of consumer loyalty and brand equity
A Strong Brand Identity ensures sustained revenue through - Answer --Popularity in the
marketplace
- Favorable social positioning
- High-level consumers & deep commitment
- Spread amongst consumers
Brands in sport exist across a wide range of categories - Answer -- Athletes
- Teams
- Sport products
- University athletic brands
- Sport media
