Developing Successful Sport Sponsorship Plans

Abstract

Spending on sport sponsorship was projected to achieve 8.7 billion dollars in the first year of the new millennium, up over 14 percent over 1999. From high school sports, to college programs, to the professional leagues, everyone seems to want to be involved in sports sponsorship. This is because sponsorship had the potential to deliver advertising messages more effectively than established advertising channels. Through sponsorship packages, sport activities and corporations can create symbiotic relationships that are greater than the sum of the separate entities. This unique book guides the reader through each step of planning, designing, pricing, and implementing successful, winning sport sponsorship packages. Key topics include the background of sponsorship, recent controversies, identifying and investigation potential sponsors, image objectives, sales objectives, hospitality, employee morale, cross-promotion, grassroots community-based sponsorship, agents and agencies, stadium naming, collateral support, pricing, relative value and competitive market strategies. And of course, there's a chapter on how to prepare the perfect cover letter to lead to a winning proposall

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