SEM I Obj. 4.01-4.03

Proper exploitation of sport/event sponsorships encourages

• ambush marketing.

• people to buy products.

• competition.

• sponsorship clutter.

Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events?

• It is more difficult to exploit the sponsorship.

• Sponsorship at a national level is too costly.

• They want to reach the people who buy their products.

• National teams and events are interested only in international business sponsors.

What must smaller businesses have to compete with larger businesses for a sponsorship opportunity?

• Publicity

• Brand awareness

• Budget

• Exclusive rights

What do sponsors want to accomplish by putting their company logos on NASCAR automobiles?

• Contracts

• Entertainment

• New leads

• Brand recognition

If Coca-Cola is the only soft drink sponsor of your favorite team, Coca-Cola is considered a(n) __________ sponsor.

• dynamic

• large-business

• sole

• exclusive

The relationship between a sponsor and a sport/event entity is often described as a

• merger.

• partnership.

• buyout.

• takeover.

Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information

• provided to ambush marketers.

• included in a sponsorship proposal.

• included in event programs.

• provided to the city hosting the event.

A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it

• can be negotiated.

• spells out the terms of the agreement.

• is legally binding.

• requires signatures of all parties.

When a business uses sponsorship to expand its market base, its primary goal is to

• increase sales.

• encourage competition.

• keep existing customers.

• gain new customers.

An athlete, a team, or a league are examples of

• sport entities

• television documentaries.

• sponsorships.

• private enterprises.