Worksheets4.03_PR175 H. SEM I Review
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 not 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
Brand awareness
Budget
Exclusive rights
What do sponsors want to accomplish by putting their company logos on NASCAR race cars?
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 sports/event entity is often described as a
merger.
partnership.
buyout.
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
collaborate
arbitrate
contemplate
A formal contract is the preferred form of written agreement between a sponsor and a sports/event entity because it
can be negotiated.
is legally binding.
spells out the terms of the agreement.
requires signatures of all parties.
When a business uses sponsorship to expand its market base, its primary goal is to
increase sales.
encourage competition.
gain new customers.
keep existing customers.
An athlete, a team, or a league are examples of
sports entities.
TV documentaries.
sponsorships.
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
Additional sponsorship opportunities
Least impacts on the promotional budget
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.
mass-media advertising.
ambush marketing.
guilt by association.
Guilt by association, a striking team, and a team having a losing season are examples of sponsorship
goals.
exclusivity.
risks.
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
Ticket sales
Target reach
Return on investment
