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Worksheets3.03 Scoring Customers through Sponsorships
Total questions: 20
Worksheet time: 10mins
Why is sports/event sponsorship one of the fastest growing promotional activities today?
There is no risk involved with sports/event sponsorship
Fans are note willing to support a sponsoring company
People are receptive to companies that sponsor their teams/events
Many teams/events would not be able to survive without sponsorship
Which of the following must companies that sponsor sporting and entertainment events know:
Their customers' needs
The complexity of contracts
The strategies of each team
The difference between sports and entertainment
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
Budget
Brand Awareness
Exclusive Rights
What do sponsors want to accomplish by putting their company logos on NASCAR race cars?
Contracts
New Leads
Entertainment
Brand Recognition
If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ____________________ sponsor.
dynamic
sole
large-business
exclusive
The relationship between a sponsor and a sports/event entity is often described as a
merger
buyout
partnership
takeover
Who benefits from an effective sports/event entity sponsorship?
Sponsor, sports/event entity, and fans
Sports/Event entity, fans, and competitors
Competitors, sponsor, and fans
Sponsor, competitors, and sports/event entity
Information on the sponsorship, costs, marketing opportunities, and audience demographics are examples of information
provided to ambush marketers
included in event programs
included in a sponsorship proposal
provided to the city hosting the event
If the terms of the sponsorship proposal are not acceptable, a business may try to _____________ with the sports/event entity.
negotiate
arbitrate
collaborate
contemplate
A formal contract is the preferred form of written agreement between a sponsor and a sports/event entity because it
can be negotiated.
spells out the terms of the agreement.
is legally binding.
requires signatures of all parties.
When a business uses sponsorship to expand its market base, its primary goal is to
increase sales
gain new customers
encourage competition
keep existing customers
An athlete, a team, or a league are examples of
sports entities
sponsorships
TV documentaries
private enterprises
What factor should receive the most attention when choosing a sports/event entity to represent the business?
The CEO's favorite sport/event
Least impacts on the promotional budget
Additional sponsorship opportunities
The interests of the business's target market
Which of the following is an example of ambush marketing:
Paying a fee to be a sponsor
Donating goods in exchange for sponsorship privileges
Donating services in exchange for sponsorship privileges
Non-sponsoring business broadcasting commercials during an event
When too many sponsors are involved with an event, fans may tune out all advertising as a result of
sponsorship clutter
ambush marketing
mass-media advertising
guilt by association
Guilt by association, a striking team, and a team having a losing season are examples of sponsorship
goals
risks
exclusivity
clutter
When a sponsor gives away logo hats, T-shirts, pennants, and other specialty advertising products during a sponsored event, the sponsor is
participating in ambush marketing
making the most of the sponsorship
owning the event
demonstrating exclusivity
How is sponsorship success measured?
Dollars spent
Target reach
Ticket sales
Return on investment
