Sports Marketing Final

• Pick a company that could benefit from sports marketing:
• 2-3 pages

Sponsorship Features

• Attractive demographics
• Exposure
• Promotional rights
• Tickets/events
• Prestige/brand image

Sponsor benefits: What are sponsors looking for?

Increase sales Enhance brand image Reduce marketing costs Increase productivity GuaranteesTestimonials Company results Independent research results Feature

A prominent part or characteristic

What it isAdvantage Superiority of position or condition What it does Benefit:Feature: attractive demographics, audience attitudes

Advantage: reach targets more efficiently, audience more receptive to advertising

Benefit: reduce marketing costs

Proof: syndicated research, custom survey, consumer survey

Exposure

• Feature: logo on car, logo placement across media
• Advantage: generates awareness and recognition via exposure more efficiently than advertising, integrated media increases recall and attention
• Benefits: enhance brand image, reduce marketing costs

Promotional Rights

• Feature: rights to marks and logos
• Advantage: themed advertising is more effective, increase participation in sales promotions, experimental marketing at races increases fan enjoyment, engages fans with brands
• Benefit: enhance brand image, reduce costs, increase sales
• Proof: consumer survey, company results

Tickets

Feature: tickets to race, behind the scenes accessAdvantage: reward employees, build and maintain client relationships, create customized events to attract potential clients Benefit: Increase productivity, increase sales, enhance brand image, increase incremental sales Proof: company results, employee surveys, testimonials, focus groups, surveys