3.03 Scoring Customers through Sponsorships

Why is sports/event sponsorship one of the fastest growing promotional activities today?

• There is no risk involved with sports/event sponsorship

• Fans are note willing to support a sponsoring company

• People are receptive to companies that sponsor their teams/events

• Many teams/events would not be able to survive without sponsorship

Which of the following must companies that sponsor sporting and entertainment events know:

• Their customers' needs

• The complexity of contracts

• The strategies of each team

• The difference between sports and entertainment

Which of the following is an accurate statement about sponsorship opportunities:

• Opportunities exist everywhere and in all sizes

• Only large businesses can afford sponsorship fees

• Sponsorships with major league teams/events are the most profitable

• Opportunities are only available in major cities

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

• Budget

• Brand Awareness

• Exclusive Rights

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

• Contracts

• New Leads

• Entertainment

• Brand Recognition

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

• dynamic

• sole

• large-business

• exclusive

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

• merger

• buyout

• partnership

• takeover

Who benefits from an effective sports/event entity sponsorship?

• Sponsor, sports/event entity, and fans

• Sports/Event entity, fans, and competitors

• Competitors, sponsor, and fans

• Sponsor, competitors, and sports/event entity

Information on the sponsorship, costs, marketing opportunities, and audience demographics are examples of information

• provided to ambush marketers

• included in event programs

• included in a sponsorship proposal

• provided to the city hosting the event