Sports Marketing I Objective 1 (Part 2)

A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racket is an example of

• cross-promotion.
• public relations
• team-building.
• personal selling.

Which of the following statements is true regarding sports marketing:

• Corporations sponsor sporting events to decrease their brand recognition
• The distribution of licensed sports apparel is an effective way to create team and brand awareness.
• The use of high-profile athletes to endorse products does not increase brand recognition
• Sports marketing encompasses only the radio and television media.

Team-related factors that affect brand equity include

• schedule, coaches, and reputation
• tradition, performance, and star athletes
• performance, coaches, and star athletes.
• star athletes, schedule, and tradition.

A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it

• usually increases spectator fan-base loyalty levels.
• is the least expensive way to create name recognition.
• reduces the need to engage in other promotional activities.
• provides exclusivity and has potential to maximize exposure

When designing an event program for a charity event, it is important to

• include the printing costs on the back cover
• provide product samples.
• acknowledge the event sponsors.
• offer free admission coupons to other events.

Which of the following is an example of a licensed product:

• NASCAR earrings
• Buick invitational golf tournament
• Converse shoes
• Wheaties cereal box featuring an athlete

What might a sports organization offer a business to encourage that business to sponsor an event?

• naming rights
• percent of profits
• partial ownership
• Free advertising

Which of the following is an example of a celebrity endorsing an event simply by being associated with it:

• saying a tournament is great
• Attending a grand opening
• Appearing in a print ad
• Cheering for a football team

The ultimate purpose of branding in sport/event marketing is to

• identify the retailer
• create awareness
• obtain a sponsor.
• encourage sales.

The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain

• financial accountability
• brand awareness.
• image extension
• market segmentation.