Event Sponsorship101
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Transcript of Event Sponsorship101
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
Sponsorship 101The Process Revealed
David RossCEO Compete-At.com
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
European Council (1981)
• “Sport sponsorship is a mutually advantageous relationship between people or organizations in which the sponsor provides benefits for the sponsored in exchange for an association with a sport, events, facilities or sport participants.”
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European Council (1981)
• “Sport sponsorship is a mutually advantageous relationship between people or organizations in which the sponsor provides benefits for the sponsored in exchange for an association with a sport, events, facilities or sport participants.”
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Olkkonen (2001)
• “I allmähet kan sponsorskapet illustreras som ett ösesidigt vägönde affäsföhålande mellan två partier som namnges som sponsorn (vanligt föäetag) och sponsras”
• “In general, sponsorship can be illustrated as a mutually beneficial business relationship between two parties being named as sponsor (usually companies) and sponsored.
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Olkkonen (2001)
• “I allmähet kan sponsorskapet illustreras som ett ösesidigt vägönde affäsföhålande mellan två partier som namnges som sponsorn (vanligt föäetag) och sponsras”
• “In general, sponsorship can be illustrated as a mutually beneficial business relationship between two parties being named as sponsor (usually companies) and sponsored.
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Jiffer and Ross (1999)
• “Sponsorship is a business method for communicating and marketing which, in the short and long term, has the aim of contributing to the sponsor’s brand awareness and image, as well as increasing the sponsor’s sales. Sponsorship should benefit all those involved, and lead to a result that can be measured against pre-defined objectives.”
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Jiffer and Ross (1999)
• “Sponsorship is a business method for communicating and marketing which, in the short and long term, has the aim of contributing to the sponsor’s brand awareness and image, as well as increasing the sponsor’s sales. Sponsorship should benefit all those involved, and lead to a result that can be measured against pre-defined objectives.”
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
David Ross (2008)
• “Sponsorship is a mutually advantageous business relationship between parties in which the sponsor provides benefits for the sponsored in exchange for a result that can be measured against pre-defined objectives.”
Mutually Advantageous
BusinessRelationship
MeasurableResults
Pre-definedObjectives
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FULFILLEVALUATERECRUITIDENTIFY
Sponsorship Process
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
Who Makes a Good Sponsor?
• Someone who gives you $$$
• Someone who gives you product
• Someone who gives you services
• Someone who adds to the competitor's experience
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Why Do They Become Sponsors?
Cornwell and Maignan (1998)• Improving goodwill• Enhancing image • Improving profitability • Management interest
Dolphine (2003)• Increase brand awareness• Stimulate sales• Corporate reputation• Alter public perception• Build relationships
Jobber (2001)• Improving community
relations• Creating promotional
opportunities
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How Sponsors Evaluate Opportunities
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How Sponsors Evaluate Opportunities
• What do we want to achieve with the sponsorship?
• Is our goal awareness or image, improvement in community relations or entertainment opportunities?
• Does the personality of the event lay in correlation with the desired
Communications Objective
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How Sponsors Evaluate Opportunities
• What target group are we trying to reach?
• Does our customer base match the audience within the sponsored event or program? brand image?
Target Market
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How Sponsors Evaluate Opportunities
• What are the associated risks for the sponsor?
• Could the event or program attract bad publicity?
• How would a termination of the sponsorship affect the image of the sponsor?
Risk
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How Sponsors Evaluate Opportunities
• Do any potential sales promotions exist?
• Are there any publicity opportunities?
Promotional Opportunities
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How Sponsors Evaluate Opportunities
• What were the result for previous sponsors of the specific program or activity?
• If previous sponsors have withdrawn, what was the reason?
Past Record
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How Sponsors Evaluate Opportunities
• Know your market and the value you bring a sponsor
• Have sponsorship opportunities at all levels
• Communicate your results and define tangible goals
Cost/Return
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Finding a Sponsor
• Previous Sponsors
• Personal Network
• Sport Based Equipment and Supply
• Trying to reach your demographics – Rolex, Korbell
• Untraditional Sponsors – Don’t turn down the little guy. Make it a habit.
• Local ancillary services – Bar, Hotel...
• Local Municipalities
• Local Municipalities – You bring in a lot of $$ into the
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Sponsorship Fulfillment - Follow Through
• Ask them – Get specifics
• Set their (and your) expectations
• Professionalism
• Website – Compete-At Website
• Tangible / Traceable Results - Show Me the Money
• Compete-At - Notifications
• Compete-At - Rewards Program
• Fulfillment Worksheet
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
FULFILLEVALUATERECRUITIDENTIFY
Sponsorship Process
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
Sounds like a lot of work?
Manage your eventefficiently & automate as
much as possible
How am I ever going to get all of
this done?!
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
Sponsorship Article
• For a more articles on this topic visit:http://blog.compete-at.com
Great sponsors can make or break a sporting event. They provide the organizers with a host of benefits, such as money, products and services, as well as prestige and other intangibles. But many event producers have only a vague understanding of the nature of sponsorship. By thoroughly absorbing the author’s four-part definition of sponsorship, event organizers are much more likely to attract and keep great sponsors. That definition focuses on creating a mutually advantageous business relationship that brings tangible and measurable results to the sponsor. The key to wooing great sponsors is to focus on the great benefits your event can bring to them.
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References
• Cornwell, B. T. & Maignan, I. (1998). An International Review of Sponsorship Research. Journal of Advertising, Vol. 27 No. 1
• Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal, Vol. 8 No. 3, pp. 173-186
• Jobber, D. (2001). Principles & Practice of Marketing (3rd Ed.). Berkshire: McGraw-Hill Publishing Company.
• Mannberg, M & Muotka,D (2004). Sport Sponsorship. Lulea University of Technology
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Other References
• Amis, J., Slack, T. & Berrett, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, Vol. 33 No. 3/4, pp. 250-272
• Bennett, R. (1999). Sport sponsorship, spectator recall and false consensus. European Journal of Marketing, Vol. 33 No. 3/4, pp.291-313
• Burnett, J., Menon, A. & Smart, D. T. (1993). Sports Marketing: A New Ball Game With New Rules. Journal of Advertising Research, Vol. 33 No. 5, pp. 21-35
• Henning, Niklas. (2004-04-29). Responsible for Sponsoring and Events at Audi Sweden.
• Javalgi, R., G., Traylor, M., B., Gross, A., C. & Lampman, E. (1994). Awareness of Sponsorship and Corporate Image: An Empirical Investigation. Journal of Advertising, Vol. 23 No. 4, pp. 47-58
• Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999). Principles of Marketing – Second European edition. New Jersey: Prentice Hall Inc.
• Martin, J. H., (1996). Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. Journal of Consumer Marketing, Vol. 13 No. 6, pp. 28-43