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The Power of Sponsorship: Boosting Brand Visibility and Engagement

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Sponsorships play a crucial role in marketing by providing businesses with a way to gain positive association with event attendees and participants. This form of partnership allows organizations to increase sales, introduce new products, and enhance their company image. Whether through premium sponsorships, facility entitlements, or product exclusivity, companies can also entertain clients and reach niche markets. However, sponsorships can fail due to factors such as lack of budget for activation, insufficient staffing, or ambush marketing. Understanding the dynamics of sponsorship can significantly elevate brand presence.

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The Power of Sponsorship: Boosting Brand Visibility and Engagement

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Presentation Transcript

  1. Sponsorships 1.07

  2. Term Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees Often considered a partnership between event and sponsor

  3. Sponsorships Big Organizations Major Events Major Activation Major Ad Budgets Small Organizations -Smaller Events -Small/No Activation -Small/No Ad Budgets

  4. Explain benefits of sponsorship Increase sales and profits Introduce new good or service Be identified with an event in which target market is interested Earn goodwill of audience by showing commitment to community Entertain clients, employees, potential customers Enhance company image Enter new/niche markets

  5. Premium Sponsorships Entitlements: one major sponsor for an event (ex: Sprint for NASCAR) Facility Entitlements: company purchases promotional rights to entire stadium (ex: BB&T for the Dash) Product Exclusivity: only one product in a category is granted sponsorship (ex: Food Lion is the only grocery sponsor for the ACC)

  6. Why Sponsorships Fail No budget for activation Not long-term No measurable objectives Insufficient staffing No local extensions

  7. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee

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