KRLS 105 FINAL QUESTIONS AND ANSWERS
Definition of Platform - Answer -The central theme around which the sponsor cabn
develop a consistant promotional message
Why is it important to have a sponsorship platform? - Answer --to amplify the message
to the audience; sponsorship alone will not translate into sales
-Trend is to have fewer sponsorships but invest more in leveraging each
What are the two basic costs for the leveraging the sponsorship platform? - Answer -1.
Direct sponsorship investment
2. Indirect activation of the sponsorship
-Typically $3 in activation spent for $1 spent on direct sponsorship
-over time that ratio will normally go down as you establish more connections
What are three ways to pursue media coverage? - Answer -1) negotiate trade-outs with
TV, radio, or newspaper
2) media pays to sponsor event in exchange for rights to sell other
sponsorships
3) secure editorial coverage
-properties buy blocks of time from the network and then sell the ad time
-the property purchases advertising time in exchange for title credits and mentions in
promotions
What is media involvement - Answer --extent of anticipated media involvement
prominent in negotiations
-media coverage a key to brands seeking increased awareness or image enhancement
What are the 6 platform elements - Answer -Signage
Awards
Internet
Retail promotions
Personalized service
Licensing
Sponsorship commitments - Answer --need time to establish linkages
-long term relationships may leave legacies
-3 year minimum recommended
2 reasons why sponsorships do not renew - Answer -1. Sponsor management or
market conditions may change
2. Reduction in impact of sponsorship
Why do sport and recreation organizations have alcohol sponsorships - Answer --
sports fans drink beer/beer drinkers like sport
, -for both men and women, maximum beer consumption and sports participation peak
between ages 18 and 29
-it is seen as a lesser evil than tobacco
title sponsor - Answer --Name integrated into the event
-has input into organization of event
-can result in increase costs
Presenting Sponsor - Answer --usually pays 1/2 to 1/4 of what title sponsor pays
-given rights to associate writhing a specific product category
-will try to narrow categories to increase the number of possible sponsors
official sponsor - Answer -Pay 10% of of the title fee. Good for smaller businesses that
want benefits of being associated with the event. Part of product categories not
reserved for presenting sponsors
official supplier - Answer -provides goods and services, can claim to be "official"
supplier of event or team. Do not have obvious link to event.
Pricing Sponsorships - Answer --using hierarchy of types of benefit packages allows
potential sponsors to choose level of investment
-potential sponsors usually presented top level package first
-acceptability of the price will depend on other sponsorship opportunities available
-do not prove individual elements of a pricing package as will allow sponsor to try to cut
out parts
-most of fee (65%) should be payed but front
Issues addressed in a sponsorship agreement for official statues - Answer -The
sponsorship category, rights, etc
Issues addressed in a sponsorship agreement for sponsorship fee - Answer -How
much? When is it paid? Refundable? Secured?
Issues addressed in a sponsorship agreement for title rights? - Answer -How foes
sponsor's name appear? Awards? Trophy presentations?
Issues address in sponsorship agreement for TV exposure - Answer -Who owns the
rights? Right of first refusal for advertising?
Issues Addressed in a Sponsorship Agreement - Answer -Public Relations & Media
Exposure
Will athletes mention sponsor in media interviews ? Will sponsor be named in media
releases ?
Logo Use
Can sponsor make and sell merchandise ? How can sponsor use organization's logo or
special logo developed for the event ?
Definition of Platform - Answer -The central theme around which the sponsor cabn
develop a consistant promotional message
Why is it important to have a sponsorship platform? - Answer --to amplify the message
to the audience; sponsorship alone will not translate into sales
-Trend is to have fewer sponsorships but invest more in leveraging each
What are the two basic costs for the leveraging the sponsorship platform? - Answer -1.
Direct sponsorship investment
2. Indirect activation of the sponsorship
-Typically $3 in activation spent for $1 spent on direct sponsorship
-over time that ratio will normally go down as you establish more connections
What are three ways to pursue media coverage? - Answer -1) negotiate trade-outs with
TV, radio, or newspaper
2) media pays to sponsor event in exchange for rights to sell other
sponsorships
3) secure editorial coverage
-properties buy blocks of time from the network and then sell the ad time
-the property purchases advertising time in exchange for title credits and mentions in
promotions
What is media involvement - Answer --extent of anticipated media involvement
prominent in negotiations
-media coverage a key to brands seeking increased awareness or image enhancement
What are the 6 platform elements - Answer -Signage
Awards
Internet
Retail promotions
Personalized service
Licensing
Sponsorship commitments - Answer --need time to establish linkages
-long term relationships may leave legacies
-3 year minimum recommended
2 reasons why sponsorships do not renew - Answer -1. Sponsor management or
market conditions may change
2. Reduction in impact of sponsorship
Why do sport and recreation organizations have alcohol sponsorships - Answer --
sports fans drink beer/beer drinkers like sport
, -for both men and women, maximum beer consumption and sports participation peak
between ages 18 and 29
-it is seen as a lesser evil than tobacco
title sponsor - Answer --Name integrated into the event
-has input into organization of event
-can result in increase costs
Presenting Sponsor - Answer --usually pays 1/2 to 1/4 of what title sponsor pays
-given rights to associate writhing a specific product category
-will try to narrow categories to increase the number of possible sponsors
official sponsor - Answer -Pay 10% of of the title fee. Good for smaller businesses that
want benefits of being associated with the event. Part of product categories not
reserved for presenting sponsors
official supplier - Answer -provides goods and services, can claim to be "official"
supplier of event or team. Do not have obvious link to event.
Pricing Sponsorships - Answer --using hierarchy of types of benefit packages allows
potential sponsors to choose level of investment
-potential sponsors usually presented top level package first
-acceptability of the price will depend on other sponsorship opportunities available
-do not prove individual elements of a pricing package as will allow sponsor to try to cut
out parts
-most of fee (65%) should be payed but front
Issues addressed in a sponsorship agreement for official statues - Answer -The
sponsorship category, rights, etc
Issues addressed in a sponsorship agreement for sponsorship fee - Answer -How
much? When is it paid? Refundable? Secured?
Issues addressed in a sponsorship agreement for title rights? - Answer -How foes
sponsor's name appear? Awards? Trophy presentations?
Issues address in sponsorship agreement for TV exposure - Answer -Who owns the
rights? Right of first refusal for advertising?
Issues Addressed in a Sponsorship Agreement - Answer -Public Relations & Media
Exposure
Will athletes mention sponsor in media interviews ? Will sponsor be named in media
releases ?
Logo Use
Can sponsor make and sell merchandise ? How can sponsor use organization's logo or
special logo developed for the event ?
