sports sponsorships
DESCRIPTION
TRANSCRIPT
Economics + Sponsorships
lizzie nirenberg
Sponsorship?
Sponsorship?
Acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.
DEFIN
ITION
History Lesson:
Sponsorship Growth
1971: The Big Ban Theory
Smoke
makes me
crazy
But where will
Marlboro man go?
Marlboro Ladies of NASCAR )>
What can a sponsorship accomplish for business?
Association
Recognition
Value
Exposure
Opportunity
( >Logo
(>
Special Phrase
How much we talkin’
about?
$80 Billion
(<
Olympics 9%
Golf 6%
Basketball 4%
Other 11%
Venues 12%Motorsports 10%
Soccer 34%
NFL 14%
Global Sport Sponsorship Spending
$195 millionAmount Tobacco firms spent on sport sponsorships in 1997 95%
Percentage of the $195M spent in the area of motor sport
IN MILLIONS>|
255
>|245>|
190
>|180
>|160
$3 profit
for every $1 spent on sports marketing
(>
>|
Official Sponsor
+300%
Sponsorships vs.
Advertisements
30 secondAdvertisement
)>$3 million
Sponsorship
(>$10 million
What is the cost of breaking through clutter?
Increase public awareness
Reinforce public reception
Identify with particular segments
Get involved in the community
Generate Media Benefits
Achieve sales objectives
Showcase unique attributes
Create an advantage over competition
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ROI