Sponsorship Fundamentals
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Transcript of Sponsorship Fundamentals
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SPONSORSHIP FUNDAMENTALS
1. A Sponsorship Overview
2. Who sponsors sport?
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OVERVIEW
PART A. UNDERSTANDING SPONSORSHIP
PART B. SELECTING THE RIGHT SPONSOR
PART C. MANAGEMENT & LEVERAGE
PART D. MEASURING SUCCESS
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A.1. Giving Sponsorship a Meaning
A.1.a. Definition
A.1.b. Sponsorship is persuasion
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A.2. The Meaning of our Sport Organisation
A.2.a. Current plans
A.2.b. Place in sport
A.2.c. Place in community
A.2.d. Place in media
A.2.e. Place in market
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A.2. The Meaning of Our Sport Organisation (cont.)
A.2.f. Values
A.2.g. Strengths and weaknesses
A.2.h. Potential
A.2.i. Our Research Information
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A.3. The Context of Potential Sponsorship
A.3.a. Current marketing policy
A.3.b. Previous sponsorship agreements
A.3.c. Audience and market
A.3.d. Mutual benefits
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B.1. Selecting a Potential Sponsor
B.1.a. Mutual “fit”
B.1.b. Benefits to each
B.1.c. Marketing a non-sport product using sport?
B.1.d. Identifying potential sponsors
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B.1. Selecting a Potential Sponsor (cont.)
B.1.e. Matching target markets
B.1.f. Geographics and demographics
B.1.g. Present & potential linkages
B.1.h. Sponsorship or other exposure?
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B.2 The Sponsorship Proposal
B.2.a. Approaching potential sponsors
B.2.b. Constructing a sponsorship plan
B.2.c. Packaging the sponsorship proposal
B.2.d. Advertising-public relations-promotion
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B.2. The Sponsorship Proposal (cont.)
B.2.e. Presenting sponsorship proposal
B.2.f. Negotiating
B.2.g. Contract or agreement
B.2.h. Advancing (mutual) best interests
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B.2. The Sponsorship Proposal (cont)
B.2.i. Use of the media
B.2.j. Celebrity endorsements
B.2.k. Servicing the sponsor
B.2.l. Servicing the sport
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C.1. Monitoring the Sponsorship
C.1.a. Who is the key person?
C.1.b. Obstacles, ambush and challenges C.1.c. Keeping records
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C.1. Monitoring the Sponsorship (cont)
C.1.d. Sponsor and sponsee liaison
C.1.e. Visibility of sponsor
C.1.f. Visibility of sport product
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D.1. Measuring the Impact
D.1.a. Evaluation
D.1.b. Debriefings
D.1.c. Futures