SMGT 1701 Lecture Notes - Lecture 9: U.S. Bancorp, Corporate Social Responsibility, Target Market
14 Feb 2018
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Document Summary
Sponsorship: business relationship in which a cash and/or in-kind fee is paid to a sport organization or event in return for access to the exploitable commercial potential associated with that organization or event: not just sport companies. Donation sponsorships: no expectation roi on sponsorship: two way relationship where benefits are expected. Jordan brand "fit well" with michigan: to reach a new demographic (women) What"s in the exchange: sport organization, financially. Increased brand awareness: brand image transfer, demonstration platform, hospitality opportunities, product trial and sales, enhanced employee morale, no business is self-sustainable. History of sponsorship: 1984 los angeles game, no interest in hosting, first games to be privately funded, birth of modern sponsorship, establishment of the olympic partners (top, global exclusivity in category. Naming rights: exposure opportunities, can"t ignore, more than 75% of teams play in corporately-named venues. Types of sports sponsorship: corporate social responsibility, cause related marketing, product purchase benefits worthy cause, community obligations, strategic philanthropy.
