Problem:
Sport Sponsorship Mid-Term Sponsorship Audit Vegas Golden Knights versus the Silver Knights Sponsorship Comparison Directions: Go to the sports team website, and watch a full recorded game Identify the type/level of sponsorship utilized during that designated event. What sponsors were located? How are the sponsors broken out by type/prominence? What level of sponsorship can you identify? (Classify by categories such as signature or supporting. Are any of the sponsors potentially controversial : Tobacco Alcohol Gaming (in non-gaming markets) Political affiliation Provide supporting discussion. Analysis and Discussion: Which of the corporate marketing objectives are being fulfilled? (identify and discuss. Provide specific supporting examples). Increase consumer awareness Improve corporate image Increase product trails Price products competitively Build relationships Reward top accounts Improve customer satisfaction Increase market share Obtain top-of-mind position Which sponsorship components are being used? Venue signage In-game promotions Program advertising Sales kiosks Ticket access Target market access Media coverage Cross promotions Title/naming rights. Performance Using the information below as a guide, identify at least three conclusions. How is the sponsorship performing? Evaluation Recall Recognition Hospitality Employee morale Market share measures Top-of-mind research (surveys in each market) event demographics Feedback loop Assess results Determine the value of the sponsorship Does it perform as anticipated? Are the desired benefits perceived by the event attendees? Are measurable revenue gains being realized? Summarize key distinctions. Identify potential improvement recommendations.