Business 366 Sports Marketing
• Anthony Silvers
• Divide into Groups
• Sponsorships & Special Events
• No Class 11/24
• Review Evaluative Criteria
• 12/8 Last Lecture & Review for Final Exam
• 12/10 Final Exam 6-8P
• Group Presentations 12/1. If you are absent you will get a Zero for
your group project.
• Equal contribution to the group is very important. Each team
member will divide up 100 points among all participants other than
themselves. They will turn them into me in a sealed envelope on the
day of the presentation. I will tally the points and award and
individual participation score independently.
• The winning team must show up for the remaining classes and take
the final exam, but will receive an automatic ―A‖ for the course.
Write and present basic
Packaging & Label
Channels of Distribution
Trial Generating Promotions
How to Leverage Digital Media
Write a creative work plan,
(see attached) and develop
an advertisement based on.
This can be a print ad, a
video, or a skit acted out in
Assignment for This Week
• Define Sponsorship
• Give an example of sponsorship
• Interpolate the objectives
• Define special event
• Give an example of a special event
• Interpolate the objectives
• Investing in a sports entity to support overall
organizational objectives, marketing goals,
and promotional strategies
– Monetary support
– In-kind (trade) support
• In 2009, sports sponsorship spending in North
America is projected to be ~$12 billion (overall
sponsorship is expected to be ~$17 billion)
– Increase sales
– Increase awareness
– Deal with competition
– Reach new target markets
– Build relationships with consumers
– Build brand image (match-up hypothesis)
Example #1 Nascar
• Sports Sponsorship
usually means that a
gives financial help to an
individual, a team or a
sport in return for
• Sponsorship is an
investment. The company
expects to get something
back in return.
Example #2 Nike
• Sponsorship helps the
company sell it
company wants to
have an impact on
likely customers. The
impact comes through
the link between the
sporting activity and
How Does a Company Decide who to
Where a company looks at sponsoring in sport, it
must consider the following questions
• Is our product consistent with the sport?
• Is our target interested in the sport?
• Will the individual team or event be seen on TV,
or get some other form of mass exposure?
• Will there be publicity on radio or in the papers?
• Will lots of people attend the event?
• Will the team or individual win? Proudly support
Sponsorship can take many
• Equipment required to take part: rackets,
boots, clubs, boots.
• Clothing required to take part but also sun
visors and baseball caps and watches.
• Money to help with living costs.
• Entry fees to competitions.
• Travel expenses.
BENEFITS FOR SPONSOR
• In kind merchandising.
• Sponsor of clothing and events can be a way of
advertising their product. It can work out cheaper than
traditional media. It is also an advantage if the event or
performer is on television.
• Sponsorship can be a way to subvert rules related to
sponsorship related to cigarettes and Tobacco products
which are not allowed to be shown on T.V.
• Sport can create a positive image for the company.
Health and fitness.
• Improved sales – the most important aspect. An increase
in sales of the company product is what companies want
• IEG is the leading provider of consulting,
valuation, measurement, research and
training to the global sponsorship industry.
• used by some 5,000 clients each year—
from the NFL, UNICEF and the Houston
Livestock Show and Rodeo to Credit
Suisse, Diageo and Subway.
The Sponsorship Process
PGA TOUR Domestic LicenseesSPORTS
ACCESSORY NETWORK GROUP, LLC KOMBI
ACCUSPLIT MARK-IT GOLF
ACUSHNET MERCURY LUGGAGE
AHEAD, INC. MICKELSON GROUP, INC.
ART & FRAME DIRECT, INC. MICKI ELAINE
ANTIGUA NIKE GOLF
ASHWORTH OGIO INTERNATIONAL, INC.
BACK 9 USA OXFORD APPAREL
BANNER SUPPLY THE PARADIES SHOPS
BEN HOGAN* PERRY ELLIS INTERNATIONAL
BOBBY JONES PETER MILLAR*
BRIDGESTONE SPORTS PGA TOUR EXPERIENCES
BUGATCHI UOMO* PHI-TEN USA, INC.
CMC CUSTOM GIFTS SABONA OF LONDON
CUTTER & BUCK SCOTT MEDLOCK FINE ARTS
DELUXE FINANCIAL SERVICES, INC. STERLING CUT GLASS
DYNAMIC BRANDS STONEHOUSE PUBLISHING
ELECTRONIC ARTS SUN MOUNTAIN SPORTS
ESOLES TAYLORMADE adidas GOLF
FLOPSHOTS.COM, LLC TEAM EFFORT
THE GAME TERVIS TUMBLER
GEAR FOR SPORTS TOD WAGENHALS, INC.
GEM DANDY, INC. TOURNAMENT SOLUTIONS, LLC
GOLF GRAPHICS* TRENDS INTERNATIONAL
GOLF & TENNIS PRO SHOP - PGA TOUR
TRU TURF EQUIPMENT
GRAEME BAXTER GOLF GALLERIES THE TOUR CLUB
GREEN FRIENDLY GOLF LLC TWINS ENTERPRISE, INC. 19
GREG NORMAN COLLECTION UNDER ARMOUR, INC.
IMG SPORTS LICENSING UNIBIC NORTH AMERICA