4-1 Sponsorship Essentials Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge presentation given at the University of Nevada Las Vegas April 6, 2010 Sources of the powerpoint presentation: Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw- Hill, 2010
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4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University,
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4-1
Sponsorship EssentialsSponsorship Essentials
by
Björn Walliser
Professor of Marketing, University of Nancy (France) &Part-time Faculty Member, California State University,
Northridge
presentation given at the
University of Nevada Las Vegas
April 6, 2010
Sources of the powerpoint presentation: Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill,
2010
4-2
The Sponsorship ProcessThe Sponsorship Process
SPONSORorganisation, individual
ACTIVITY / EVENT PERSON / GROUP
Financial or non-financial support
Contribution to communication objectives
MEDIA
TARGET OF
SPONSORSHIPDEAL
MEDIA
ACTIVITYSPONSOR
4-3
Key Sponsorship ConceptsKey Sponsorship Concepts
• Participants– Sponsor – Party Seeking Association (Visa)– Sponsee – Property Owner (e.g. FIFA)
Linkages– Self-Evident – adidas products used in event– Strategic – Visa Credit Cards and FIFA have similar
target markets
• Leveraging – Efforts to Support One’s Sponsorship with Additional