1. 1.07
Sponsorships

2. Term
• 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

3. Sponsorships
Big Organizations
– Major Events
– Major Activation
– Major Ad Budgets
Small Organizations
-Smaller Events
-Small/No Activation
-Small/No Ad Budgets

4. Explain benefits of sponsorship
• Increase sales and profits
• Introduce new good or service
• Be identified with an event in which target market is
interested
• Earn goodwill of audience by showing commitment
to community
• Entertain clients, employees, potential customers
• Enhance company image
• Enter new/niche markets

5. Premium Sponsorships
• Entitlements: one major sponsor for an event (ex:
Sprint for NASCAR)
• Facility Entitlements: company purchases
promotional rights to entire stadium (ex: BB&T 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)

6. Why Sponsorships Fail
•
•
•
•
•
No budget for activation
Not long-term
No measurable objectives
Insufficient staffing
No local extensions

7. Ambush Marketing
• Giving the appearance of being associated with an
event without paying a sponsorship fee

8. Ambush Marketing
• Giving the appearance of being associated with an
event without paying a sponsorship fee