chapter15 - Chapter 15 Sport Sponsorship Introduction What...

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Chapter 15 Sport Sponsorship
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Introduction What is sponsorship? Cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property One of most prolific forms of sport marketing. Sponsorship fees often exceed $1,000,000 per year and are structured as multiyear deals. Provides a company with association, value, exposure, and opportunities to leverage their affiliation to achieve marketing objectives.
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History Increasing commercialization of sport has led to tremendous growth in sport sponsorship. $7.21 billion spent on sport sponsorships in 2002. 1984 Los Angeles Olympic Games Watershed year in the evolution of sport sponsorship (President Peter Ueberroth) Ueberroth becomes Commissioner of MLB. Raised sponsorship bar for major professional sport leagues Less-is-more philosophy 2-2-1 Plan
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History: Reasons for Sponsorship Growth Increased media interest in sport. Companies can “break through the clutter” of traditional advertising. Sponsorship can reach its target consumer through their lifestyles. Enable corporate marketers to reach specific segments, such as the following: Heavy users, shareholders and investors, or specific groups that have similar demographics, psychographics, or geographic commonalities Today sport sponsorship has become a discipline involving serious research, large investments, and strategic planning.
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Sales Promotion In-Venue Promotion Increase the amount of “value-added” benefits that teams
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This note was uploaded on 03/30/2008 for the course SPMT 217 taught by Professor Bouchet during the Spring '08 term at Texas A&M.

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chapter15 - Chapter 15 Sport Sponsorship Introduction What...

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