MH32-3.02/3.03 SEM 2 Study Guide

Why is sport/event sponsorship one of the fastest growing promotional activities today?

• There is no risk involved with sport/event sponsorship.
• Fans are not willing to patronize a sponsoring company.
• People are receptive to companies that sponsor their teams/events.
• Many teams/events would not be able to survive without sponsorship.

Proper exploitation of sport/event sponsorships encourages

• ambush marketing.
• people to buy products.
• competition.
• sponsorship clutter.

Which of the following is an accurate statement about sponsorship opportunities:

• Opportunities exist everywhere and in all sizes.
• Only large businesses can afford sponsorship fees.
• Sponsorships with major league teams/events are the most profitable.
• Opportunities are only available in major cities.

Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events?

• It is more difficult to exploit the sponsorship.
• Sponsorship at a national level is too costly.
• They want to reach the people who buy their products.
• National teams and events are interested only in international business sponsors.

What must smaller businesses have to compete with larger businesses for a sponsorship opportunity?

• Publicity
• Brand awareness
• Budget
• Exclusive rights

What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?

• Contracts
• Entertainment
• New leads
• Brand recognition

If Coca-Cola is the only soft drink sponsor of your favorite team, Coca-Cola is considered a(n) _________ sponsor.

• dynamic
• large-business
• sole
• exclusive

The relationship between a sponsor and a sport/event entity is often described as a:

• merger.
• partnership.
• buyout.
• takeover.

Who benefits from an effective sport/event entity sponsorship?

• Sponsor, sport/event entity, and fans
• Sport/Event entity, fans, and competitors
• Competitors, sponsor, and fans
• Sponsor, competitors, and sport/event entity

Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information

• provided to ambush marketers.
• included in a sponsorship proposal.
• included in event programs.
• provided to the city hosting the event.