Event Management Chapter 5

What is the purchase (either with cash or in-kind support) of exploitable rights and marketing benefits that arise from direct involvement with a personality/player, special event, programme, club or agency?

• Sponsorship

• Audience

• Property

• Boosting revenue

What is a contractual agreement for mutual benefit, providing financing or support?

• profit

• sponsorship

• venue

• capital

What is the primary purpose of a sponsorship agreement according to the ICC definition?

• To solely benefit the sponsored party

• To establish a non-contractual association

• To provide indirect benefits to the sponsor

• To create an association between the sponsor's brands

According to the ICC, what does the sponsors receive in return for providing financing or support?

• Direct benefits

• Indirect benefits

• Both direct and indirect benefits

• Non-commercial benefits

What potential benefits can sponsors gain through their relationship with events?

• Increased event attendance

• Direct impact on brand equity and increased sales

• Decreased organizational costs

• Increase ticket price

What is emphasized as a crucial element in creating a successful event or gaining festival sponsorship?

• Financial investments

• Reciprocal relationship between sponsors and events

• Exclusivity in sponsorship agreements

• Maximal consumer interaction

What is necessary for the success of sponsorship in the three-way relationship?

• Organizational cost reduction

• Emotional connection with the targeted consumers

• Long-term business partnership

• Widespread influence on brand equity

What is NOT a sponsorship benefit?

• long-term business partnerships

• grow the audience numbers of a particular art form

• financial support

• grow the audience numbers of a particular sport form

How does sponsorship contribute to the growth of both the event and the audience numbers of a particular art form or sport?

• By restricting audience engagement

• By focusing on boosting revenues

• Through long-term business partnerships

• By minimizing the value of contra sponsorships

According to Meenaghan (2001a, p. 102), the goodwill is generated for sponsors at three levels:

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the generic level

the category level

the individual activity level