Sports Marketing Exam 2

Never ending job of hospitality inventory

Create new inventory and increase perceived value of inventory

Personal seat license

Pay for the right to purchase tickets

Parts of hospitality inventory

• Tickets

• Suites: For shared experience

• Club access

• Parking

• Special events

• Concessions

• Merchandise

• Memorabilia

Brand awareness

Firm feels like brand isn’t as well known as it should be (new firm, new product, new market)

Image enhancement

Especially used when a brand has had something happen that has damaged their brand (recover from something or build loyalty)

Market segmentation

Works so well in sports because of attachment

Community relations

Enhance community relation efforts

Goodwill

Do it in a way where it doesn’t look like you’re doing it for commercial gain (company can show goodwill to potential customers or to their employees etc)

Media benefits

media exposure, coverage, and promotional rights gained by supporting an event, team, or organization

Showcase products and services

Useful for products that are complex to tell about

Sales objectives

Increase sales

Competitive advantage and exclusivity

Getting a spot where no other firm in your market can have a spot

Hospitality and internal marketing

Sponsor benefits

Entitlement or naming rights

specific legal and commercial agreements where a company pays a property owner (such as a stadium, team, or event) for brand visibility and association

Athlete endorsement

individual athlete publicly supports, recommends, or uses a brand's products or services

What percent of KC TVs were watching the world cup, making KC top the market?

50%

How many teams did the KC metro area host for the world cup?

4

Were more world cup fans visiting from South America or Europe?

South America

How many Netherlands fans participated in a fan march?

36,000 (most in World Cup history)

Aspects of sponsorship invetory

• Use of logo, name, trademark

• Exclusive association

• Naming rights

• Use of phrases

• Use of product or service

• Promotional activities

• Media assets

How much is being spent on sponsorships in total

$96.4b

How much is being spent on only sports sponsorships

$67.5b

What percent of money spent on sponsorships is spent on sports

70%

Three reasons for sponsorships working

• Reaches consumers through lifestyle marketing

• Being linked to sports is valuable

• Way to reach specifical segments

Reaching consumers through lifestyle marketing

Connects consumers to meaningful/recurrent patterns, links to leisure pursuits lends credibility to marketing messages, and consumers are more receptive when at play and more relaxed

Why is being linked to sports valuable

Due to public acceptance of sporting events, strong fan followings, and newsworthiness

What types of specific segments can sports reach

Demographically, psychographically, geographically

Sponsor activation

Marketing activities that a company conducts to promote the sponsorship

How does the marketing activities of sponsor activation leverage the partnership

Marketing activities that a company conducts to promote the sponsorship

Sponsor activation marketing activities

• Online

• Mobile

• PR

• Tickets

• VIP access

• Media

• On-site

• Social

What does emotional connection lead to

Economic results

How much can adding the Chief’s mark to an ad improve its effectiveness

38%

What produces the largest portion of the national/league revenue that is shared by the NFL teams

TV/media

Is viewship for the Super Bowl or the Super Bowl Halftime Show higher

Halftime show

What NFL team has the #1 fanbase (on TikTok, YouTube, Facebook, and Instagram)

Chiefs

What number of Chief’s fans are primary fans

18m

What number of Chief’s fans are secondary fans

23m

The Chief’s are the #1 fanbase in how many international markets tracked by the NFL

7 out of 9

How many international markets are the Chief’s the #2 fanbase

2

What do the best partnerships/sponsorships do for fans

Provide value, making them more authentic, engaging, and relevant

What are the key factors in the sales process

Quality, quantity, time, cost

What is special about sports

Every game is a unique product to sell

Hospitality inventory is designed to meet which of the following?

Fan needs and wants

Which of the following was not discussed as part of the never-ending job of a sports marketer

Classify inventory

Which of the following analogies was used in the textbook to describe the elements of the ticket inventory

Club sandwich

Which of the following needs was not discussed in class as one satisfied by purchasing a suite

Participate

The textbook classifies fantasy camps as which type of hospitality inventory

Miscellaneous

Which of the following is defined in the textbook as "the the total worth to a business of a customer over the whole period of their relationship."

Customer lifetime value

As detailed in the textbook, Michelle Price, Director of Client Retention for the Washington Nationals, categorizes autograph sessions, field/court time, meet and greets, photo opportunities, and Q&As with coaches and players, as which of the following?

Exclusive events

As detailed in the textbook, Michelle Price, Director of Client Retention for the Washington Nationals, which of the following was not categoried as a "convenience" item?

Parking passes

Visibility is commonly one of the sponsor objectives addressed by acquiring naming rights.

True

Which of the following sponsor objectives could be directly met by partnering with the Chief's and their Hunt Family Foundation Charity?

Community relations

Which of the following sponsor objectives does a new firm with a new product often address via a sports sponsorship?

Brand awareness

As illustrated in the textbook, which of the following is consistent with what the sponsor and the sport property hope to receive because of their sponsorship.

sponsor: support and entitlements; sport property: support and rights fees

Which of the following categories represents the majority of sponsorship spending worldwide?

Sports

Which of the following was discussed as the reason "sponsorship works"?

Lifestyle marketing

Monster and Red Bull, two energy drinks, are both sponsors of the same team. Which of the following sponsorship inventory did either one of them clearly not purchase?

Competitive advantage & exclusivity

As discussed in class, a phone charging station in a stadium can serve as what type of sponsorship activation?

Onsite

According to the textbook, which of the following factors was most commonly considered when measuring sponsorship ROI?

Attitudes toward brand