Understanding the Sports Event–Sponsor Relationship. In this chapter, the learning objectives are: Recognize and use the five phases of the modern event planning process; identify the strengths, weaknesses, opportunities, and threats of your event; create an accurate blueprint for your event; conduct a comprehensive needs assessment;. | Understanding the Sports Event-Sponsorship Relationship Sports Event Management and Marketing Playbook Play 6 Understanding the Sports Event-Sponsorship Relationship: Overview Corporate sponsor relationships are the most sought-after, competitive, and essential partnerships in the business of sport event management The benefits are mutual: lifeblood revenue for events and powerful associative, engaging marketing for brands Highly integrated brands can leverage the strong emotions of fans at sports events Understanding the Sports Event-Sponsorship Relationship: Overview Both parties should expect returns that outperform a simple cash-for-product transaction The benefits of each sponsor relationship will vary greatly based on the type of event, corporation, and expectations of each Key Terms Sponsorship Exposure Cost per thousand (CPM) Value-in-kind (VIK) Activation Sponsorship Sponsor-event relationships can manifest in any number of ways, including: Signage at events Event branding . | Understanding the Sports Event-Sponsorship Relationship Sports Event Management and Marketing Playbook Play 6 Understanding the Sports Event-Sponsorship Relationship: Overview Corporate sponsor relationships are the most sought-after, competitive, and essential partnerships in the business of sport event management The benefits are mutual: lifeblood revenue for events and powerful associative, engaging marketing for brands Highly integrated brands can leverage the strong emotions of fans at sports events Understanding the Sports Event-Sponsorship Relationship: Overview Both parties should expect returns that outperform a simple cash-for-product transaction The benefits of each sponsor relationship will vary greatly based on the type of event, corporation, and expectations of each Key Terms Sponsorship Exposure Cost per thousand (CPM) Value-in-kind (VIK) Activation Sponsorship Sponsor-event relationships can manifest in any number of ways, including: Signage at events Event branding on sponsor products Giveaway items at events Associated promotions Branded experiences Evaluating Effectiveness Ratings are used in broadcast and web media to determine number of viewers Cost per thousand (CPM) is an objective calculation of an advertisement’s value Amount of money spent to purchase the ad for every thousand viewers “Stickiness” is a subjective measure of an ad’s memorability and effectiveness in driving consumer action Activation is often used to increase stickiness What Sports Event Organizers Really Want from Sponsors Three key things: Revenue Cost Avoidance Activation © John Wiley & Sons, Inc. Revenue and Cost Avoidance Event business models commonly rely on sponsorship for revenue Amount based on the event’s attractiveness to sponsors, not necessarily how much revenue is needed In lieu of revenue, sponsors can provide value-in-kind (VIK) to eliminate or lower organizer’s costs Value-in-kind Products/services valued at the retail price an organizer would expect to .
