Event Sponsorship 101

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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.

Text of Event Sponsorship 101

Sponsorship 101The Process RevealedDavid Ross CEO 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 benets for the sponsored in exchange for an association with a sport, events, facilities or sport participants.

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 benets for the sponsored in exchange for an association with a sport, events, facilities or sport participants.

Copyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Olkkonen (2001) I allmhet kan sponsorskapet illustreras som ett sesidigt vgnde affsfhlande mellan tv partier som namnges som sponsorn (vanligt fetag) och sponsras In general, sponsorship can be illustrated as a mutually benecial business relationship between two parties being named as sponsor (usually companies) and sponsored.

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Olkkonen (2001) I allmhet kan sponsorskapet illustreras som ett sesidigt vgnde affsfhlande mellan tv partier som namnges som sponsorn (vanligt fetag) och sponsras In general, sponsorship can be illustrated as a mutually benecial business relationship between two parties being named as sponsor (usually companies) and sponsored.

Copyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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 sponsors brand awareness and image, as well as increasing the sponsors sales. Sponsorship should benet all those involved, and lead to a result that can be measured against predened 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 sponsors brand awareness and image, as well as increasing the sponsors sales. Sponsorship should benet all those involved, and lead to a result that can be measured against pre-dened 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 benets for the sponsored in exchange for a result that can be measured against pre-dened objectives.

Mutually Advantageous

Business Relationship

Measurable Results

Pre-dened Objectives

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Sponsorship Process

IDENTIFY

RECRUIT

EVALUATE

FULFILL

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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 protability Management interest Dolphine (2003) Increase brand awareness Stimulate sales Corporate reputation Alter public perception Build relationships

Jobber (2001) Improving community relations Creating promotional opportunitiesCopyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

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How Sponsors Evaluate OpportunitiesCommunications Objective 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

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How Sponsors Evaluate OpportunitiesTarget Market What target group are we trying to reach? Does our customer base match the audience within the sponsored event or program? brand image?

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How Sponsors Evaluate OpportunitiesRisk 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?

Copyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate OpportunitiesPromotional Opportunities Do any potential sales promotions exist? Are there any publicity opportunities?

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How Sponsors Evaluate OpportunitiesPast Record What were the result for previous sponsors of the specic program or activity? If previous sponsors have withdrawn, what was the reason?

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How Sponsors Evaluate OpportunitiesCost/Return Know your market and the value you bring a sponsor Have sponsorship opportunities at all levels Communicate your results and dene tangible goals

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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 Dont turn down the little guy. Make it a habit. Local ancillary services Bar, Hotel... Local Municipalities

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Sponsorship Fulllment - Follow Through Ask them Get specics Set their (and your) expectations Professionalism Website Compete-At Website Tangible / Traceable Results - Show Me the Money Compete-At - Notications Compete-At - Rewards Program Fulllment WorksheetCopyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Sponsorship Process

IDENTIFY

RECRUIT

EVALUATE

FULFILL

Copyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Sounds like a lot of work?How am I ever going to get all of this done?!Manage your event efficiently & automate as much as possible

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.comGreat sponsors can make or break a sporting event. They provide the organizers with a host of benets, 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 authors four-part denition of sponsorship, event organizers are much more likely to attract and keep great sponsors. That denition 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 benets your event can bring to them.Copyright 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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 athletes sport important when picking an athlete to endorse a nonsport product?. Journal of Consumer Marketing,Vol. 13 No. 6, pp. 28-43

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