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Understanding Sponsorship in SEM Industries: Benefits, Risks, and Best Practices

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Sponsorship in SEM industries involves providing support to sports or events in return for recognition, creating a mutually beneficial partnership. Successful sponsorships align products with target markets, enhancing brand image, recognition, and sales. However, risks like brand image association and ambush marketing must be carefully managed. Exclusivity agreements ensure that one sponsor claims unique rights, while effective communication fosters ongoing partnerships. Proper exploitation of sponsorships through advertising ensures visibility, preventing wasted marketing budgets. Learn how to maximize the impact of your sponsorship initiatives.

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Understanding Sponsorship in SEM Industries: Benefits, Risks, and Best Practices

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Presentation Transcript

  1. 1.07 Employ sales-promotion activities to inform or remind customers of business/product

  2. Explain the nature of SPONSORSHIP in SEM industries

  3. What is Sponsorship? • Sponsorship: • Providing financial or other support to a sport/event in exchange for recognition • Two or more parties benefit from the arrangement in the form of a partnership • Sponsors want recognition & affiliation

  4. Successful Sponsorships The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them = theirtarget market

  5. BENEFITS of Sponsorships • Public and Community relations = Increase of Brand Image • Brand recognition directly with your Target Market • Sales and profits through affiliation & brand awareness • Market Share and/or introduce new products • Enter new markets

  6. RISKS of Sponsorships • Loosing Streak • Too many sponsors at one event • Could create a bad image and your associated with it • Example: Super Bowl wardrobe malfunction in 2003 • Could encounter Ambush Marketing • Ambush marketing is when a company will expose their products/logo at an event without authorization or payment LEGALLY • Goal of ambush marketers is to encourage fans to view it as a sponsor • Example: Coke is a sponsor but Pepsi is outside the event handing out free Pepsi tees or coolies

  7. EXCLUSIVITY in Sponsorships • When a business purchases the rights to be the only one of its kind to sponsor a sport entity • Example: You will not find Coca-Cola and Pepsi sponsoring the same event

  8. PARTNERSHIPS • Relationship between sponsor and sponsee • Communication and develop partnership • Ongoing dialogue to expand relationship • Both parties benefit

  9. Sponsorship Contracts SPONSORSHIP PROPOSAL: includes information about cost, marketing opportunities, audience demographics, conflicts and time parameters Formal contract: spells out exactly what each party will do (Avoid legal conflict)

  10. Why Should EXPLOIT your Sponsorship EXPLOITING THE SPONSORSHIP = ADVERTISING YOUR SPONSORSHIP • If a business spends all of their marketing budget on sponsorship fees = No money left over to advertise the sponsorship • If target market is not aware of sponsorship, then sponsorship is wasted money!

  11. http://www.youtube.com/watch?v=Auqp28Bk4RI

  12. Conduct an Internet scavenger hunt to find three current news articles about sport/event sponsorships. Print the articles, and write a synopsis of each.

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