1.06 Scoring Customers Through Sponsorships Part 1

1.06 Scoring Customers Through Sponsorships Part 1

Explain the nature of sponsorship in the sport/event industries 

Open Ended

What do you think of when you hear the word "sponsorship"?

Sponsorship - Example

Example: Community Bank sponsors a local youth soccer event.

1.  The top-three teams of the two-day competition each receive a trophy.

2.   All players, regardless of ranking, receive free T-shirts, compliments of the bank.

3.   Proud parents are given a pennant to cheer on their children, which they can later turn in to the bank for a free box of checks upon opening a new account.

4.   The bank’s web address and a special promotional code are listed on the banners prominently displayed on the sidelines.

5.  People who use the promotional code “soccer” on the bank’s website can sign up to receive free Internet banking for a year.

Exclusive Sponsorship Rights

• A.  Purchased when businesses don’t want to share the public exposure

• B.  This arrangement is known as exclusivity.

• 1.  Often involves a larger financial commitment on the part of the sponsoring company, but there are big payoffs.

  2.  For one, the sponsor usually has the sole rights to any merchandising and/or marketing activities within a specific category.

Open Ended

List some examples of exclusivity categories that might be associated with automobiles. Personal-care products? Home-improvement products?