Sponsorship Decisions & Ambush Marketing

Sponsorship Decisions

By Leigh Ann Dawson

Sponsorship Inventory

What is Inventory

Inventory defines exactly what assets an event or property has available to sell. 

Defining inventory is the first step any organization must take when developing a sponsorship strategy, detailed by establishing an inventory sheet.

Draw

What do you think is an example of sponsorship inventory that can be sold for a professional sports team?

​Inventory Sheet Example

​Limitless Opportunities

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Game Situation Sponsorships Interactive Fan Participation Contest at the Event Kiosks for Information and Distribution of Wares or Services Pre-Game, Post-Game, Half-time Sponsor Player Appearances/Cheerleader Appearances In-store Promotions Traffic Driving Autograph Cards Ball Boys Chalk Talk Cheerleader Calendar & Posters Coaches ApparelFlag Football Game Honorary Captains Tailgating Players Tunnel Player Intros MVP/IRONMAN of the game & season Fan of the Game TV/Radio Broadcast

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Web Opportunities

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Full Page/Section Sponsorship Animated Banner Advertising Static Banner Advertising Page Element Sponsorship Logo Based Link Text Link

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Inventory Sheet Example

Other Opportunities

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Electronic Messages Game Day Program Uniform Patches Helmet Labeling Media Guide and Game Notes Cheerleader Sponsorship Mascot Sponsorship Team Logo on Promotional Items Player, Mascot and Cheerleader Appearances Rules of the Game Staff Shirts

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Inventory Sheet Example

Signage Opportunities

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Dasher boards Turf Squares/On-Field Logos Back of End zone Riptide pre-game & post-game parties Banners Down Markers 25-Second Clock Bench Area Inflatable blimps

Signage refers to advertisements placed in or around a sports or entertainment venue that provides exposure for sponsors. 

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This is often one of the most valuable pieces of sponsorship inventory and appears in a variety of forms.

​Signage

Virtual Signage

As the sports and entertainment properties search for ways to offset the revenue shortfalls as a result of the COVID-19 pandemic, new opportunities will continue to emerge.

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For example, “In-ice” virtual signage delivered $2.8 million in sponsor media value across the 2020-21 season for NHL sponsors.

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A rate card is a printed list of sponsorship fees charged by a sports or entertainment property for association rights. The rate card is essentially an inventory sheet with associated values

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​Rate Card

Pricing

Considerations when pricing sponsorships:

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●  Price should be based on value, not on budgets or needs

●  Rights and benefits included in the package

●  Value should be placed only on those elements that can be successfully fulfilled

●  Cost/benefit ratios

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Multiple Choice

Price should be based on:

• Value

• Benefits in the package

• Elements that can be fufilled

• All of these

Multiple Choice

Defining inventory is the first step any organization must take when developing a sponsorship strategy, detailed by establishing an inventory sheet.

• True

• False

Multiple Choice

This is often one of the most valuable pieces of a sponsorship package

• Website Ad

• In-Game Promotion

• Radio Ad

• Signage in the ballpark or stadium

Multiple Choice

Sponsorship Inventory can include

• Signage

• Tickets

• Advertisements

• All of These

Multiple Choice

Virtual Signage became less popular during Covid-19

• True

• False

AMBUSH MARKETING

LESSON 8.4

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WHAT IS AMBUSH MARKETING?

Ambush marketing occurs when one brand pays to become
an official sponsor of an event and other competing brands
attempt to connect with the same event, without paying direct
sponsorship fees.

It is a strategy that results in the perception that companies
are affiliated with an event when they are not.

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AMBUSH MARKETING

Ambush marketing is:

● Sometimes referred to as “guerilla” marketing

● A strategy that has historically proven to be very successful for brands

● A technique that presents many challenges for those hosting the event

While the practice is legal, some question whether the
strategy is ethical.

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AMBUSH MARKETING

Ambush marketing typically occurs during major global
sporting events when the entire world is watching.

​How Nike Stole the Olympics

https://youtu.be/Wk77OMRJp5s

NOTABLE EVENTS IN
AMBUSH MARKETING

2002

As runners crossed the finish line
at the Adidas-sponsored Boston
Marathon under full coverage of
cameras, they were treated to
spray painted Nike 'swooshes’
despite not having any official
affiliation with the event

2016

Despite not being an official
sponsor of the Summer
Olympics in Rio, Under
Armour partnered with several
athletes to create a “Rule
Yourself” campaign that went
viral during the games

1992

Michael Jordan (sponsored
by Nike), covered the
Reebok logo on his apparel
with the American flag during
the gold medal ceremonies.

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© Copyright 2022. Sports Career Consulting, LLC.

AMBUSH MARKETING

Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel
with the American flag during the gold medal ceremonies when the Dream
Team took the podium at the ‘92 Summer Olympic Games in Barcelona.

AMBUSH MARKETING TACTICS

The most common tactics include:

1. Sponsorship of sub-categories in an event

2. Purchasing advertisements at a competitor’s event

3. Engage in non-sponsorship promotions that coincide with the event

4. Create visibility without “official” affiliation with an event in non-traditional
ways

5. Align with an event through social media

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AMBUSH MARKETING TACTICS

Sponsorship of sub-categories in an event:

● Some companies, such as Nike, will strategically sponsor individual teams
and individual athletes without sponsoring the event.

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This strategy allows the company to gain exposure at the event
without the major investment.

● The results of this form of sponsorship are often equally as effective as
sponsoring the event itself.

● Must be aggressively marketed to be successful.

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AMBUSH MARKETING TACTICS

Purchasing advertisements at a competitor’s event:

● For the 1996 Atlanta Olympics, Nike went to the extreme of purchasing all
the outdoor poster sites in Atlanta to ambush Adidas, the official sponsor
of the 1996 Games.

● During broadcasts of the 2014 FIFA World Cup matches, Volkswagen
aired commercials showing fans dressed in their country colors singing the
traditional soccer chant “Olé, Olé, Olé” on their way to a soccer stadium
while Hyundai spent millions as the official partner of FIFA World Cup
Brazil.

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AMBUSH MARKETING TACTICS

Engage in non-sponsorship promotions that coincide with the event:

● Competitors use mainstream media advertising and additional promotions
to gain exposure for their company during the event.

● Coca-Cola stole Pepsi's thunder during the 2014 Oscars when Coke’s
logos appeared on three pizza boxes delivered to host Ellen DeGeneres
during a skit during the broadcast, despite the fact that Pepsi had just
taken over the sponsorship rights as the exclusive soft-drink sponsor of
the Academy Awards on ABC.

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AMBUSH MARKETING TACTICS

Create visibility without “official” affiliation with an event in non-
traditional ways:

● Geico once paid several lower-ranked men's and women's tennis players
up to $5,000 to wear "ambush advertising patches during high-visibility
matches" at Wimbledon. Because lower ranked players earn only minimal
wages, many were willing to slap the Geico logo on their uniform, in part to
help pay travel expenses.

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AMBUSH MARKETING TACTICS

Align with an event through
social media:

● In 2019, Chipotle ambushed
the NBA Finals, giving away
$1,000,000 in free burritos
during a game broadcast
through social media, despite
Taco Bell’s position as an
official partner of the NBA.

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IMPACT OF AMBUSH MARKETING

When properly executed, ambush marketing can be extremely effective for a
company. Ambush marketing could threaten the ability to sell event
sponsorships for event organizers, ultimately cutting into event profitability.

● Despite Coca-Cola’s presence as an official sponsor at the 2018 FIFA
World Cup, Pepsi's #LoveItLiveIt campaign was ranked No. 1 in terms of
likeability and attention for brand campaigns, according to one analysis.
Coca-Cola brand Powerade "Unstoppable" and Coca-Cola's "Get Ready
for the #FIFA World Cup" ranked second and third.

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HOW DO COMPANIES AND/OR GOVERNING
BODIES COMBAT AMBUSH MARKETING?

Ambush marketing is an exceedingly difficult marketing strategy to combat
but event organizers do all they can to implement measures that protect
sponsors.

●The city of Columbus created a “clean zone” in the city’s downtown area for the 2018
NCAA Women’s Final Four to help prevent ambush marketing by requiring a special
permit to sell licensed or special event-related goods and services during the event.

●Wimbledon prohibits fans from bringing in certain items that could conflict with the
event’s sponsors – fans are denied entry or ejected if they do not follow the rules.

●Leading up to the 2022 World Cup in Qatar, FIFA’s website featured an entire page
explaining its “Brand Protection” efforts, including a description of “Prohibited
Marketing Activities”

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​NOTABLE EVENTS IN AMBUSH MARKETING

• 1992: Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel with the American flag during the gold medal ceremonies.

• 2002: As runners crossed the finish line at the Adidas-sponsored Boston Marathon under full coverage of cameras, they were treated to spray painted Nike 'swooshes’ despite not having any official affiliation with the event

• 2016: Despite not being an official sponsor of the Summer Olympics in Rio, Under Armour partnered with several athletes to create a “Rule Yourself” campaign that went viral during the games

Multiple Choice

Which of the following events have provided a stage for ambush marketing tactics in the past?

• Boston Marathon

• The Olympics

• Super Bowl

• All of the Above

Multiple Choice

When one brand pays to become an official sponsor of an event and other competing brands attempts to connect itself  with the same event, without paying direct sponsorship fees.

• Cause Marketing

• Ambush Marketing

Multiple Choice

Ambush marketing strategies could include ___________.

• Purchasing advertisements at a competitor’s event

• Investing in naming rights for an event

• Participating as an event’s presenting sponsor