PowerPoint - Sponsoring and Endorsements
Short Description
Download PowerPoint - Sponsoring and Endorsements...
Description
Lesson 8.1 – Sponsorship
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
What is Sponsorship? Sponsorship is not the same as advertising Sponsorships provide a natural partnership between two parties
Copyright
Sponsorship: A form of marketing in which companies attach their name, brand, or logo to an event for the purpose of achieving future profits
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Sponsorship Examples Mercedes-Benz investing in a 10-year naming rights deal to rename the Louisiana Superdome to the Mercedes-Benz Superdome
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Sponsorship Examples Major corporations sponsoring NCAA college football bowl games
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Sponsorship Packages
Right to use team or event marks, logos, names, or trademarks Potential for exclusive association Opportunity for title or presenting sponsorships Right to use various designations or phrases
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Sponsorship Packages The right to conduct promotional activities Additional forms of company exposure and media time (billboards, commercials etc.) Product and merchandise (game tickets, licensed merchandise)
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
What Makes Sponsorship Work? Allows companies to reach consumers by appealing to their lifestyle A marketer’s message is more effective when consumers participate in something they enjoy
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
What Makes Sponsorship Work? Sponsorships allow companies to reach segments they normally would not
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Methods of Sponsorship Implementation Five popular ways a company may implement sponsorship programs: 1) Retail Promotions
2) Media Awareness 3) Venue and Event On-Site Promotion 4) Internal Sales and Marketing Tool 5) Product Introduction Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
The goal of a retail promotion is to drive traffic to a sponsor’s place of business Walmart created a “Race Time” platform at stores that provides NASCAR fans the ability to purchase NASCAR tickets, merchandise, snacks and beverages to take to the race, making Walmart a one stop destination to purchase everything they need to enjoy NASCAR events. Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Effective Sponsorships
Typically the focus of media awareness is on impressions
Copyright
Impressions refer to the number of people exposed to the promotion
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
On-site Promotion
Allows a company to connect with the audience
Provides opportunities for a company to network with other sponsors
Companies are buying fan enthusiasm, access to crowds and the media benefits associated with the event Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
On-site Promotion
In 2014, more than 20 million All-Star ballots were distributed on-site at the 30 Major League ballparks, and in approximately 100 Minor League ballparks. Firestone, the official tire of MLB, was once again the exclusive sponsor of the 2014 In-Stadium All-Star Balloting Program.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Internal Sales & Marketing Tool Helps companies to:
Maintain an existing customer base
Attract new customers
Enhance employee relations and motivate/reward staff Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.1
Product Introduction Sponsorship is a great marketing tool for companies to introduce new products because they provide a quantifiable demographic
Ford may sponsor a “test drive” promotion at a NASCAR event, offering an opportunity for fans to drive a new car model. The promotion enables Ford to capture the information of an identifiable number of the program’s participants. Copyright
© 2014 by Sports Career Consulting, LLC
Lesson 8.2 – Sponsorship Growth
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Growth of Sponsorship
$20.6 (projected)
2014 2001
Year
$9.3
1996
$5.4
1987
$1.75
1980
$.30
$0.00
$5.00
$10.00
$15.00
Sponsorship Spending (In billions) Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Sponsorship Growth Sponsorship spending in 2014 by category (projected)
1) Sports - $13.8 billion 2) Entertainment tours and attractions - $2 billion 3) Causes - $1.8 billion 4) Arts - $927 million 5) Festivals, fairs and annual events - $853 million 6) Associations and membership organizations - $576 million Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
According to the latest report from IEG, companies with the highest levels of investment in sports sponsorship programs last year include: PepsiCo
$ 340-345 million
Coca-Cola
$ 265-270 million
Anheuser-Busch
$ 255-260 million
AT&T
$ 175-180 million
Nike
$ 215-220 million Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Cause Marketing Cause Marketing refers to marketing efforts that tie an organization with a charitable cause The Boomer Esiason Foundation Website explains that with cause marketing programs, a corporation receives tangible benefits – such as a marked increase in sales – from tying its marketing strategy to the fundraising needs of a charitable cause
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Cause Marketing Cause Marketing Exploding In Popularity According to a report from Performance Research, 41% of U.S. consumers believe companies can best improve brand perceptions by increasing their cause sponsorships
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Cause Marketing After watching footage of children playing soccer with a ball of trash in Darfur, Tim Jahnigen launched the “One World Futbol” program which distributes specially made soccer balls that will never go flat. The program received a giant boost in 2012 when General Motors, as part of their sponsorship of Manchester United, agreed to sponsor the distribution of 1.5 million of the balls over the next three years.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
Cause Marketing Speedo launched a creative “Art of the Cap” cause related campaign, featuring a special collaboration between the brand, the sports’ biggest stars (Olympic gold medalists Ryan Lochte, Natalie Coughlin, Nathan Adrian, Dana Vollmer and Cullen Jones) and paired them with five celebrated artists to design a limited edition Speedo swim cap, sold exclusively on www.SpeedoUSA.com. The proceeds from each design were donated to the charities of each athlete’s choice.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.2
What differentiates sponsorship from traditional media? Allows a company to tap emotional and intimate appeals of customers Integrates the positive feelings of sports and entertainment events with company products, services and staff Sponsorships help reach segmented targets that mass media typically proves ineffective
Showcases a company’s products and services in an environment representative of a consumer’s particular lifestyle Copyright
© 2014 by Sports Career Consulting, LLC
Lesson 8.3 – Sponsorship Decisions
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Why do companies sponsor? Increase brand loyalty Create awareness and visibility
Change or reinforce image Drive retail traffic
Drive sales Showcase community responsibility Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Why do companies sponsor? Display brand attributes Entertain clients and hospitality Recruit and retain employees
Create merchandising opportunities Build company awareness
Differentiate products Associate with particular lifestyles Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Why do companies sponsor? Business-to-Business marketing Distinguish from the competition Introduce new products or services to a large audience
Enter new markets
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Sponsorship Red Bull successfully reaches their target audience through a sponsorship of the U.S. Open of Surfing. Conversely, it would not make sense for Red Bull to partner with the PGA for a seniors golf tournament.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
How Do Companies Choose What to Sponsor? Many companies invest in naming rights deals to maximize the amount of exposure gained through the sponsorship
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
In 2013, the San Francisco 49ers announced a partnership with Levi’s for the naming rights to their new stadium in Santa Clara, costing the brand a reported $220 million
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Sponsorship Criteria Property and company image compatibility Audience Working with retailers Media impact
Exclusivity Increase in consumer sales Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Effective Sponsorships Property and Company Image Compatibility Does the property offer the imagery the company wants to establish? Is it a lifestyle with which the company wants to be associated? Are the co-sponsors companies with which the company would want to be associated?
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Property and Company Image Compatibility
WWE reported that a decision to create on air content suitable for a younger audience (the rating for “Raw” was changed from TV-14 to PG) generated a significant spike in interest from more new sponsors
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Audience the Sponsorship Reaches
Thanks in large part to its commitment as a NFL sponsor, Papa John’s has become the third largest pizza takeout chain in the U.S. (behind Domino’s and Pizza Hut).
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Effective Sponsorships Exclusivity Exclusivity is a sponsorship component that sports teams/properties take very seriously, so much so that Manchester United (sponsored by Pepsi) refused to take the field for a 2013 match because the scoreboard was flashing advertisements for Coca-Cola (a stadium sponsor). Eventually game officials were able to strike an agreement that both parties agreed to so the game could be played VS Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Effective Sponsorships Criteria consistent with effective sponsorships Frequent impressions Sponsorship Leverage / Activation Company Commitment Commitment for the right reasons Communication
Fan Connection Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Effective Sponsorships The brain records an image each time a consumer sees a company logo The goal of a sponsorship is to insure consumers remember those images the next time they make a purchase decision Copyright
Gross impression refers to the frequency in which a company product or service is associated with the event or entertainer
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Effective Sponsorships Most companies spend $1-3 per dollar spent on the sponsorship fee itself in leverage / activation, yet in 2009 IEG reported an average leverage spend ratio of 1-4, thanks in large part to challenging economic conditions Copyright
Leveraging (activating) the sponsorship refers to the action taken to escalate its impact and to increase the overall value of the sponsorship
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Sponsorship Leverage/Activation
Companies must engage in promotion of the event prior to the actual event date Effective sponsorships require careful strategic planning Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Part of Adidas’ MLS activation strategy included a wide range of activities tied to the 2014 All-Star Game held in Portland, Oregon (home of Adidas’ North American Headquarters), including placing a giant soccer ball on top of a nearby building.
Click here for a full schedule of events that surrounded the event Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Fan Connection This is why we frequently hear statements like the one posted on the Website for Toronto’s Scream Literary Festival:
“The Literary Festival would not be possible without the kind and generous support of our private and public sponsors, and we thank them all immensely” Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.3
Sponsorship does present certain risks - Difficult in measuring your return on investment - Potential as an impulse purchase internally by an executive as a result of fandom influencing the decision - Ineffective results despite forecasting that might suggest otherwise - Clutter in the sponsorship space - Emergence of social media overshadowing sponsor awareness and fan connection Copyright
© 2014 by Sports Career Consulting, LLC
Lesson 8.4 – Ambush Marketing
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
"Ambush marketing is a transparent attempt to cash in on the passion of our fans" - NFL spokesman Brian McCarthy
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing
Ambush marketing occurs when one brand pays to become an official sponsor of an event and other competing brands attempt to connect itself with the same event, without paying direct sponsorship fees
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing It is a legal tactic Often referred to as “guerilla” marketing
Has proven to be very successful Presents many challenges for those hosting the event
Results in the perception that companies are affiliated with an event when they actually are not Allows for penetration into events in which a competitor may have exclusivity rights Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Notable Sports Marketing Ambushes
1992 Olympics
Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel with the American flag during the gold medal ceremonies
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Notable Sports Marketing Ambushes 2002 Boston Marathon More than 300 college students sporting Reebok-branded tattoos on their foreheads were seeded into the crowd along the Marathon route. Reebok-endorsed “office linebacker” Terry Tate (featured in prominent Reebok television spots) led the charge along the running route. The ambush was effective, with Reebok forming a sea of red (via more than 2,500 consumers turned into walking billboards) along the route and creating its own “unofficial” sponsorship of the Marathon, much to the chagrin of Adidas. Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Ambush marketing tactics Sponsorship of sub-categories in an event Sponsorship of the broadcast of the event Purchasing advertisements at a competitor’s event Engaging in non-sponsorship promotions that coincide with the event
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Purchasing advertisements at a competitor’s event For the 1996 Atlanta Olympics, Nike went to the extreme of purchasing all the outdoor poster sites in Atlanta in an effort to ambush Adidas, the official sponsor of the 1996 Games
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Engage in non-sponsorship promotions that coincide with the event According to ad-age.com, Coca-Cola stole Pepsi's thunder during the 2014 Oscars when Coke’s logos appeared on three pizza boxes delivered to host Ellen DeGeneres during a skit during the broadcast, despite the fact the Pepsi had just taken over the sponsorship rights as the exclusive softdrink sponsor of the Academy Awards on ABC.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing Create visibility without “official” affiliation with an event in non-traditional ways Geico once paid several lower-ranked men's and women's tennis players up to $5,000 to wear "ambush advertising patches during high-visibility matches" at Wimbledon. Because lower ranked players earn only minimal wages, many were willing to slap the Geico logo on their uniform, in part to help pay for travel expenses.
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.4
Ambush Marketing How does Ambush Marketing Affect the Hosting Organization?
Ambush marketing threatens the ability to sell event sponsorships, ultimately cutting into profitability The Sydney Organizing Committee for the Olympic Games (SOCOG) had a staff of 60 individuals with legal backgrounds to protect themselves against ambush marketing Copyright
© 2014 by Sports Career Consulting, LLC
Lesson 8.5 – Pricing Sponsorships
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.5
Pricing Sponsorships
The first step to the sponsorship sales process is defining inventory
Copyright
Inventory defines exactly what assets an event or property has available to sell
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.5
Pricing Sponsorships
Inventory could include many sponsorship elements, including advertisements in a program, on-site signage or broadcast opportunities
Copyright
Inventory sheet Outlines each specific piece of inventory available for sale
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.5
Limitless Opportunities
Signage Opportunities
Other Opportunities
Game Situation Sponsorships Interactive Fan Participation Contest at the Event Kiosks for Information and Distribution of Wares or Services Pre-Game, Post-Game, Half-time Sponsor Player Appearances/Cheerleader Appearances In-store Promotions Traffic Driving Autograph Cards Ball Boys Chalk Talk Cheerleader Calendar & Posters Coaches ApparelFlag Football Game Honorary Captains Tailgating Players Tunnel Player Intros MVP/IRONMAN of the game & season Fan of the Game TV/Radio Broadcast
Dasher boards Turf Squares/On-Field Logos Back of End zone Riptide pre-game & post-game parties Banners Down Markers 25-Second Clock Bench Area Inflatable blimps
Electronic Messages Game Day Program Uniform Patches Helmet Labeling Media Guide and Game Notes Cheerleader Sponsorship Mascot Sponsorship Team Logo on Promotional Items Player, Mascot and Cheerleader Appearances Rules of the Game Staff Shirts
Web Opportunities Full Page/Section Sponsorship Animated Banner Advertising Static Banner Advertising Page Element Sponsorship Logo Based Link Text Link
For more information on how your business can team up with the Riptide, contact us at
619-224-4171
** Sample Inventory Sheet ** Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.5
Pricing Sponsorships
It is essentially an inventory sheet with associated values
Copyright
The rate card is a printed list of sponsorship fees charged by a sports or entertainment property for association rights
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.5
Pricing Sponsorships Sponsorship Pricing Considerations Price should be based on value, not on budgets or needs
Rights & benefits included in the package Value should be placed only on those elements that can be successfully fulfilled Cost / Benefit ratios Copyright
© 2014 by Sports Career Consulting, LLC
Lesson 8.6 – Endorsements
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Endorsement: The celebrity agrees to allow the company to use his or her likeness to promote company goods and services
Copyright
A partnership between an athlete or entertainer and a company in which the athlete or entertainer receives compensation in return for their support and approval of a company product or service
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Gatorade featuring athletes like Usain Bolt, Bill Russell, Serena Williams, Michael Jordan, Mia Hamm, Peyton Manning, Sidney Crosby, Jimmie Johnson, Abby Wambach and others in a new ad campaign as part of their re-branding effort
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Subway featuring “famous fans” like Jimmy Fallon, Blake Griffin, RG3, Apolo Ohno, Carl Edwards, CC Sabathia, Michael Phelps, Ryan Howard, Justin Tuck, Michael Strahan, Ndamukong Suh & Nastia Liukin in advertising campaigns
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements What characteristics among celebrities do sports and entertainment marketers look for?
Success and high levels of performance Media following Work ethic
Personality traits
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Effective endorsement campaigns
The most successful campaigns will feature athletes or celebrities who actively promote the product or brand Consumers must actually believe the athlete or celebrity uses the product or service otherwise the campaign’s credibility risks being undermined
Copyright
© 214 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Kevin Durant has maintained a positive image throughout his NBA career and as a result, his marketability is on the rise
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements As a result, he earned $13 million in endorsements last year according to Sports Illustrated’s “Fortunate 50” list in 2014, ranking him as the sixth highest paid athlete in terms of endorsement (even edging out Peyton Manning who was seventh on the list, earning $12.5 million).
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Prior to the 2010 NBA Draft, Reebok locked up budding superstar and eventual number one overall pick John Wall to a five year deal, reportedly worth $25 million. Reebok was banking on Wall successfully replacing Allen Iverson as the face of their basketball brand in a move that never quite paid off (he moved on to adidas in 2013)
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements In an effort to show their allegiance to the brands they endorse, both Robert Griffin III (Adidas) and Tom Brady (Under Armour) were fined by the NFL for covering up the Nike swoosh logo during the 2013 season (Nike is the league sponsor)
Copyright
© 2014 by Sports Career Consulting, LLC
There has been intense interest in McMahon's headbands since the Bears played the New York Giants in the National Football Conference semifinals when McMahon wore a headband with the name of a sporting goods company, "Adidas." The quarterback was fined $5,000 by NFL Commissioner Pete Rozelle.
Sponsorship & Endorsements LESSON 8.6
Endorsements Athlete endorsement earnings, according to Sports Illustrated’s “Fortunate 50” annual list of the 50 topearning American athletes, published in 2014
LeBron James $38 million Phil Mickelson $33 million Tiger Woods $31 million Kobe Bryant $20 million Derrick Rose $17 million
Click here to view the top 20 earning International athletes in terms of endorsement compensation Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Derrick Rose did not play in a single game in 2014 due to injury, so Adidas actually tracked his rehab through a season long marketing campaign (#thereturn)
Video: http://www.usatoday.com/story/gameon/2012/10/04/derrickrose-adidas-rehab-nba-chicago-bulls/1613261/ Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Floyd “Money” Mayweather was the top earning American athlete, yet did not generate any revenue through endorsements
Click here to view SI’s entire “Fortunate 50” list, including salary and endorsement earnings Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Finalizing the Selection Process
Background checks Discussion with celebrities to determine levels of commitment Development of a contract and having each party carefully review the terms Familiarizing the celebrity with the product or service in which they will endorse Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements
Marketers can refer to a prospective endorsers “q score” to determine the individual celebrity’s marketing potential According to the q scores Website, a q score “measures the familiarity and appeal of personalities in a variety of categories to determine targeted audience attraction”
Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Basketball Hall of Famer Michael Jordan remains the best-known and most-liked pro athlete, nearly a decade after he retired as a player. He is recognized by 89 percent of fans and has a positive Q score of 43 percent. Denver Broncos quarterback Peyton Manning is tops among active athletes. He’s recognized by 88 percent and has a positive Q Score of 32 percent. Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Failure to live up to expectations may result in a sponsor parting ways with the athlete or celebrity, particularly in the midst of any negative publicity surrounding the individual After accepting a plea deal with Major League Baseball for his part in a performance enhancing drug scandal, Brewers’ star Ryan Braun was quickly dropped by most sponsors, including Nike, while 65% of fans felt his brand would never recover based on a poll conducted on bleacherreport.com Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Failure to live up to expectations may result in a sponsor parting ways with the athlete or celebrity, particularly in the midst of any negative publicity surrounding the individual In 2013, Tara Costa, former star from the popular TV show ‘Biggest Loser,’ was being sued by a corporate partner on the basis that she had allegedly gained too much weight to continue representing their brand. VIDEO: http://video.foxbusiness.com/v/2546539407001/biggest-loser-taracosta-on-getting-sued-for-weight-gain/ Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Endorsement Effects Sales Given the incredible sales success of his branded grills, George Foreman now sorts through as many as 20 endorsement offers per week Copyright
© 2014 by Sports Career Consulting, LLC
Sponsorship & Endorsements LESSON 8.6
Endorsements Endorsement Effects Sales 1-800-Flowers teamed up with Justin Bieber for what was originally intended to be a small Valentine's Day promotion. It turned into one of the biggest campaigns in the company's history and led to an annual relationship with the teen pop sensation. Copyright
© 2014 by Sports Career Consulting, LLC
View more...
Comments
