Event Sponsorship

Vocabulary flashcards covering core definitions, sponsorship types, sales strategies, and evaluation metrics from the Event Sponsorship lecture.

Sponsorship

A cash and/or in-kind fee that is paid to a property (typically in sports, arts, entertainment, or causes) in return for access to the exploitable commercial potential associated with that property.

Reasons Companies Sponsor

The three key motivations for companies to sponsor an event: 1. Return on investment (ROI), 2. Capture potential and current customer data, and 3. Build brand awareness.

Experiential Marketing

Creating an atmosphere at an event that allows participants to interact with sponsors and provides a unique experience that traditional advertising (print, radio, television) cannot deliver.

Event Sponsorship

An arrangement where a sponsor promises to provide cash or a donation to an event or property, adds value through their product, and receives promised assets associated with the organization.

Venue Sponsorship

A type of sponsorship in which a company pays an organization to have its name associated with the facility, where placement reflects the amount of exposure received.

Broadcast Sponsorship

An agreement where a company offsets the expenses of a specific part of an event broadcast (e.g., A T & T and the 2015 NCAA March Madness Tournament half time report) through the presence of branded images.

VIK (Value-in-Kind)

Non-monetary provision of products and services supplied by a sponsor to help establish different levels of sponsorship alongside or in place of cash.

Category

The group, class, or division describing a company’s business area, used by a property to organize and efficiently begin selling sponsorships.

Outside Sales Agent

Third-party entities hired by event managers to sell their sponsorships, with examples including IMG College and Learfield Sports.

Return on Investment (ROI in Sponsorship)

A financial metric evaluated after an event where the business generated by the sponsorship should be at least equal to or greater than the cost of the sponsorship.

Return on Objectives (ROO)

A sponsorship evaluation metric that measures whether or not a sponsorship meets the sponsor’s specific business objectives (Lynde, 2007).

National Sports Forum

An organization (www.sports-forum.com) that examines the motivations of companies sponsoring sports every 2 years, looking at brands such as Anheuser-Busch, Coca-Cola, Marriott, Pepsi, and UPS.