Post on 13-Apr-2017
3D LACROSSE:
SPONSORSHIP
K E V I N H
A M B U R G
3D SPONSORS
WHAT IS SPONSORSHIP?• funds, resources or services to a club or organization in
return for some form of rights• logo on a lacrosse shaft • brand name on a website/newsletter• anything in between
HOW DO SPONSORSHIPS BENEFIT 3D? • there are several ways that sponsorships mutually benefit
all involved parties• (List of benefits from The Ohio Machine sponsorship
representative)
ROOM FOR IMPROVEMENT
• 3d already has a great set of core sponsorships• However…• With the addition of crossover sponsorships (Air, Hotel) and
allowing non-endemics (like Hoven Sunglasses) to become “New-Endemics”, 3d has a very high ceiling for sponsorship opportunities in the near future
LACROSSE GROWTH FACTS• Over 1.2 million players in 2007• 8% increase from 2008 to 2009• High School: 528% growth in 18 years
COLLEGE LACROSSE GROWTH SINCE 2005
NCAA SCHOOLS SPONSORING LACROSSE (%)
GOAL OF SPORTS SPONSORSHIPSSpecific business objective
Resources (staff/dollars) must be allocated 3d: Successful sponsorship with Nike & Gatorade, unsuccessful
sponsorship with Tomahawk Shades
SPONSORSHIP EXAMPLES IN THE LACROSSE WORLD TODAY
Example 1: U15 National Championships (Richmond, Virginia) Spaces & Costs
10x10=$575 10x20=$875 Logo on website=$1500-$2000
Example 2: Denver Shootout Recent focus on Non-Endemic sponsorship types
Rental cars, hotels, food catering, bus transportation & airlines lead the way for up and coming sponsor activation
POWER PLAYERS• Nike, Under Armour, Adidas, Gatorade• Starting to over power older lacrosse powerhouses like Gait,
Brine & Warrior• ADIDAS & UNDER ARMOUR
2 MAIN CLASSES OF SPONSORSHIPEndemic & Non-Endemic
ENDEMIC SPONSORSHIP• Core group of brands• Directly invested• Directly correlate• Warrior & Brine are endemic to lacrosse
3D ENDEMIC SPONSORSHIP EXAMPLES
NON-ENDEMIC SPONSORSHIP• Considered the “Outsiders”• Criticism• Insipres • Puts on pressure• Involvement is mandatory
3D NON ENDEMIC SPONSORSHIP EXAMPLES
NON-ENDEMICS BECOMING ENDEMICS: SPONSORSHIP EXAMPLES
PepsiCo investment in the Superbowl Halftime ShowChipoltle’s involvement with Major League SoccerTarget’s participation in action sports (surfing)
US Lacrosse signed its first Non-Endemic sponsor in 2007• Nationwide Insurance signed a 3 year deal
HOW TO BECOME A “NEW ENDEMIC”Example: What products do you “need” as a participant in
basketball? Sneakers, shorts, shirt and basketball HOWEVER, fans perspective has limitless list of needs/wants
Apps, merchandise, collectibles, etc. Secret to breaking through with sponsorship alongside a non-endemic
product?
OUTSIDERS:• Outsiders are brands that are not currently involved with
the sponsorship process of a given category• Non Endemics
• Sponsorships seen inside the back cover of Lacrosse Magazine (grocery stores, hotels) would be examples of an “outsider” in the lacrosse world
• Potential to become an “Insider” with appropriate advertising/sponsoring/target market
OUTSIDERS: CONTINUED
OUTSIDERS: 3D EXAMPLE
SPONSORSHIP ACTIVATIONExplosion of brands trying to activate in the sport of lacrosse in
the last 10 years• Brands are always looking for “next big thing”• 5 most popular activation devices used today (sponsorship.com)• 5 keys to successful sponsorship activation (sponsorship.com)
WHO IS IN THE SPORT NOW?For decades, smaller (endemic) companies have led the way for
lacrosse sponsorship• But now things are changing…
WHO IS “DIPPING THEIR FEET IN THE WATER”? Leading brands
Want begin to dominate the market. Adidas
NLL Nike
Youth Adidas
Leaning towards college markets (still making their grand entrance)
FUTURE SPONSORSHIP OPPORTUNITIESCrossovers & Outsiders should be the new focus for 3d Must think outside of the box in order for growth
CAR RENTAL SERVICE
.
Benefits could include:
• Simplified travel for players/coaches
• Cheaper prices on rental cars/vans
• Better service from rental company
HOTELHotels could give huge discounts to 3d players if they were a
visible sponsor.• Hotels.com recently sponsored multiple sports teams, but
have yet to dive into the world of lacrosse
AIRLINEAn airline sponsorship would mean discounted tickets, free
publicity for the airline, and an “elite” status 3d. This is very common in professional sports, but not so much in
youth/high school/college sports.