Assignment:
Sponsorship
The role that sponsorship plays in the sports event industry is significant. Creating sponsorships allows a sports event and facility to generate revenue from a variety of levels. Sponsorships can be handled in a variety of ways, but typical sponsorships involve "rights." For example, many sponsors are willing to spend money on an event so they can have the rights to public advertising. Sponsorship status levels include:
• Title Rights
• Presentation Rights
• Naming Rights
• Category Rights
• Supplier Rights
Sponsorship rights can vary depending on the partnership an agreement. Some sponsorships can involve a certain amount of advertising and signage. While others may be more heavily involved with luxury seating, advertisement space, and presentation rights. This week's lesson will take the student through the strategic process of targeting sponsors, building relationships, building customer loyalty, and developing sponsorship agreements.
Sports Event Sponsorship
Please read the open ended resources (readings) found in the Content.
This week you are asked to select a sporting event of your choice. This includes an event at any level (youth, high school, college, or professional). The event may be live or broadcast on television or online. While watching the event, please identify some of the major sponsors and answer the following questions:
• Where was the sponsorship located?
• How prominent was the sponsorship during the event?
• Was the sponsorship for the event appear cluttered? For example, did many of the sponsor images run together? Or did they stand out?
• What sponsorship do you feel was the most effective at the event? In other words, which was the most memorable and why?
• Finally, what suggestions do you have for the event organizers on how to improve the sponsorship presence at their events?
Discussion Guidelines
McKelvey, S., & Moorman, A. M. (2007). Bush-Whacked: A Legal Analysis of the Unauthorized Use of Sport Organizations' Intellectual Property in Political Campaign Advertising. Journal of Sport Management, 21(1), 79-102.
Waivers and Agreements to Participate. (2002). Legal Liability in Recreation & Sports (2nd Ed.), 77-87.
Shaw, L. L., & Rogers, C. (2013). Safety in the Stadium. Risk Management (00355593), 60(3), 14.
Readings:
1. Safety in the Stadium
By Lori L. Shaw and Chris Rogers
2. Bush-Whacked: A Legal Analysis of the Unauthorized Use of Sport Organizations' Intellectual Property in Political Campaign Advertising
By Steve McKelvey