Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Sponsorship Lesson, Unit 5.1
Performance Objective:
After completing this lesson, the student will identify the reasons companies sponsor, describe
the benefits of sponsorship to a business and develop sponsorship opportunities in an inventory
list.
Approximate Time:
When taught as written, this lesson should take 4 -5 days to complete.
Specific Objectives:
•
•
•
The student will discuss sponsorships opportunities.
The student will explain why companies sponsor.
The student will describe how corporations determine how a sponsorship can be an
effective tool in meeting company objectives.
TERMS
•
•
•
•
•
•
•
Sponsorship -The act of providing financial or other support to a sport/event entity in
exchange for public exposure.
Gross Impression -Refers to the frequency in which a company product or service is
associated with the event or entertainer.
Naming Rights -The lending of a “company name or brand” to a physical attraction,
venue or facility, for predetermined terms and conditions.
Pour Rights -The right to sell or “pour” beverages at a venue. Typically part of a larger
sponsorship.
Inventory -Refers to the specific sponsor benefits available to be sold to sponsors.
Category Exclusivity -Arrangements that allow a sponsor of a property to essentially
block the competition from being a sponsor of the same property.
Primary Sponsor -Sponsor paying the largest fee to the event or property and who
could be designated title sponsor.
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(23)(B)
Define and explain sponsorship issues.
130.346 (c)(23)(E)
Examine benefits of sponsorship opportunities.
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
…organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
…use graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
…use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Occupational Correlation (O*Net - http://www.onetonline.org/)
Sales Representatives, Wholesale and Manufacturing 41-4012.00
Similar job Titles: Director of Corporate Sponsorships, Account Executive for Corporate
Sponsorships, Corporate Sponsorship Account Manager
Tasks:
• Answer customers' questions about products, prices, availability, product uses, and
credit terms.
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•
Recommend products to customers, based on customers' needs and interests.
•
Contact regular and prospective customers to demonstrate products, explain product
features, and solicit orders.
(Soft) Skills:
•
•
•
Active listening
Critical thinking
Negotiation, persuasion
Teacher Preparation:
Teacher will review the terms in the outline, presentation program slides and websites to
become familiar with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
The Business of Sports and Entertainment 5th edition
Sports Business Journal
Advertising Age (online magazine)
Wall Street Journal
Websites that explain ‘How stuff works’ and ballpark design websites
Instructional Aids:
1. Display for presentation program/software, websites for assignments and class
discussion.
2. The Business of Sports and Entertainment marketing 5th edition, Lindaur, Sports Career
Consulting LLC.
Materials Needed:
1. Pictures of stadiums and 2 or 3 non-identifying facts about the stadium (such as cost of
stadium, number of corporate suites, etc.), naming rights, partner corporate logos and
the sports team logos - each on a separate page. On the back of the stadium picture,
write or type the amount and terms of the naming rights deal.
2. Internet access to various sports team websites.
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3
Equipment Needed:
1. Computer with presentation program/software and internet access.
2. Projector to show internet sites.
3. Computers for students to conduct research and create materials for projects.
Learner Preparation:
Before class, teachers should print out pictures of stadiums, sponsors, and team logos
for the amount of students in the class. Place the stadium pictures around the room. As
each student enters the room, hand them either a corporate logo or team logo. Have
students find the stadium that matches their corporate logo or team logo. Once they
have found the correct stadium, discuss the facts listed with their partner.
Introduction
Introduction (LSI Quadrant I):
ASK: Ask students to discuss the facts of their stadium with their partner and look on the back
of the stadium picture to find the amount of the sponsorship and the length of the deal.
SAY: Explain to the students when corporations choose to put their name on a stadium they
are creating a partnership with the team and are creating a naming rights deal which is a form of
sponsorship.
ASK: Ask students why they think that corporations chose to sponsor a particular stadium.
SAY: Explain that corporations choose sponsorship as a way to differentiate their product from
the competition and choose sponsorships based on company objectives. Give students the
amount of the naming rights deal.
ASK: Ask students why they think companies would pay that much, what the benefits to the
company are and what they think they receive in return.
Outline
Outline (LSI Quadrant II):
Instructors can use the presentation program slides, handouts, and note pages in conjunction
with the following outline.
MI
Outline
I.
What is Sponsorship?
The act of providing financial or other
support to a sport/event entity in exchange
Notes to Instructor
Use presentation
program slides and
current events as aid.
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for public exposure.
Sponsorship is not the same as
advertising but a separate component.
Companies choose to sponsor a team,
event or property based on company
objectives and intended target audience.
II. Why Companies Sponsor
A. Increase visibility
B. Associate with Particular Lifestyles
C. Business to Business Marketing Competition for shelf space and end-aisle
displays. Helps improve a relationship with
other businesses, specifically retailers who sell
their product.
D. Hospitality and Entertainment -Develop
network opportunities. The luxury suite has
become satellite offices for owners.
E. Opportunities to Merchandise -Sports
related merchandise develop promotions at
POP - point of purchase -for branded or cobranded merchandise through giveaways or a
sales promotion.
F. Show off a Product or Service -Call attention
to specific product benefits. The value of a
sponsorship increases when your product is in
use or can be seen during the event.
G. Drive Sales -Expected to “move“ productbounce back coupons.
H. Distinguish from the Competition- Company
In 2004, a
telecommunications
company made a
commitment to race
car fans around the
country to enhance the
race car series and
bring fans closer to the
fastest growing sport
in America. This
company has
delivered on that
promise by introducing
innovative wireless
technology, products,
services and trackside
entertainment
throughout the term of
its sponsorship.
Use presentation
program/ software as
aid.
Explain how the race
car sponsorship works.
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differentiation.
Category exclusivity –Company locks out the
competition and creates the position of being
the only sponsor from their industry for a
particular event.
II.
Why sponsorship makes effective
promotional opportunities for businesses
a. Sports have a high level of brand
loyalty.
b. Sponsorship allows companies to
reach segments they normally would
not.
c. Sponsorship is seen as a more
creative & subtle strategy than the
more traditional forms of marketing.
Use presentation
program/software as
aid.
III.
Sponsorship strategies
Levels of involvement
a) Title sponsor -A company that pays
a team or organization money to
have their name listed as part of
the event name.
b) Presenting sponsor -The X-Games
“presented” by...
c) Sponsor of a section –Company
Family Zone.
d) In Kind sponsor -Items that are
traded out for a cash sponsorship
such as equipment, services,
technology, etc.
Use presentation
program/software as
aid.
IV. Opportunities for Sponsorship
a. Names on trophies
b. Mentioned in news release
c. Formal recap/evaluation
d. Cover all legal issues
e. Number of tickets
f. Parking passes
g. Program/press guide/team publication
ads
h. Scorecard ads
i. Scoreboard and PA exposure
A telecommunication
company signs on to
be the race car title
sponsor through 2016.
Use presentation
program/software as
aid.
Find examples on
websites to show how
sponsorships work. Go
to any professional or
college website.
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j.
k.
l.
m.
n.
o.
p.
q.
r.
Publicity
Promotional vehicles (on-site)
Stadium nights
Team milestones – 100th TD, player of
the game, etc.
Unique gimmick opportunity
Contests or sweepstakes
On premises pre and post-game
parties
Player appearances /clinics
Stadium club memberships, skyboxes,
etc.
Use presentation
program/software as
aid.
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Ask students to create a list of different 5 teams and 5 different events that are of interest to
them on the Name that Sponsor handout. Have them search the internet to determine 3 of
their sponsors, and identify the specific reason why the business would want to sponsor the
identified team and/or event. Host a class discussion to share the information that has been
gathered.
Independent Practice (LSI Quadrant III):
Sponsorship Word Search
The completed activity is located after the assignment.
Sponsorship Project (Team project: 2 students per team)
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: Why do companies sponsor?
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Question: Why would a company choose to sponsor an event over traditional marketing
strategies?
Question: What is a Title sponsor?
Question: What is an In Kind sponsor?
Question: What are some opportunities for sponsorship?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Sponsorship Project” by using the assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Virtual Sports or Design Your Own Race Car
Student Directions:
If you have access to a computer and have Virtual business, have students complete the
Sponsorship lesson.
Have students go to the internet and search for sites that design race cars. Students can upload
their own artwork and logos for a unique design. Lead a class discussion on the value of the
parts of the car.
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Sports and Entertainment
Unit 5 Lesson 1 Name that Sponsor
Guided Practice (LSI Quadrant III):
Name that Sponsor
Create a list of different 5 teams and 5 different events that are of interest to you. Search the
internet to determine 3 of their sponsors. Suggest a specific reason why the business would
want to sponsor the identified team and event and explain your answer.
Team
/Event
Sponsor
Sponsorship Rationale
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Sponsorship Project
OBJECTIVES:
• Identify the benefits of sponsorship to the sponsor
• Create unique opportunities for sponsorship
TASK:
You are an account executive for a major sports team. You and your assistant have been asked
to develop a sponsorship package to present to potential sponsors for one of the following
industries: Choose from one of the business categories below and choose a business within the
category to create a mock up and samples of sponsorship opportunities:
• Banking
• Full service restaurant
• Fast food restaurant
• Cell phone company
• Insurance company
PROCEDURE:
1. Develop a sponsorship package for one of the businesses above keeping in mind the
benefits for the business, their objectives and the market they are trying to reach.
2. Create an inventory list for potential sponsors to include unique ideas to meet objectives
and reach their intended target market.
3. From that list, create at least 5 examples of promotional opportunities to include at least
one:
a. Contest or sweepstakes
b. Signage/scoreboard/website
c. 3 others
4. Present your findings to the committee in presentation software of your choice.
Students will present their presentations to the class and be evaluated by the assigned rubric.
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Independent Practice (LSI Quadrant III)
Sponsorship Project
Rubric
Multimedia Presentation Rubric
Content: Writing – 40 Points Total
1. All material is in publishable form; that is, it is thoroughly proofread and
without careless errors. (5=10, >10=5, >15=3)
10
All your information is well researched, well written, well organized and in your
own voice.
All flaws pointed out by the instructor and/or peer advisors in drafts have been
corrected.
Material shows strong understanding of major ideas and displays critical thinking
in placement of text, sequencing of pages, and page composition.
10
Presentation has a title page.
Presentation has a bibliography which follows the MLA citation rules
3
5
8
4
Total
Content: Technical – 33 Points Total
The presentation includes a minimum of 10 slides.
9
The presentation includes a variety of text fields, graphics, sounds, and transitions.
The presentation has a professional look with an overall graphical theme that
appeals to the audience, compliments the information, and each slide is visually
neat incorporating a variety of layouts.
6
6
Each slide uses text, graphics, sounds, and transitions that communicate and
compliment information being shared.
6
The presentation visually depicts material and appeals to audience.
6
Total
Communication – 15 Points Total
Did you use a different form to communicate to the group during your
presentation other than simply screen reading?
You used each slide as lead into the wealth of additional information you
have on the topic.
You maintained eye contact with group and modulated your voice in
addition to your visual on-screen sharing.
At conclusion of your sharing, you checked for understanding via questions
or oral quiz, etc.
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3
3
3
3
3
You utilized your allotted time effectively.
Total
Technical Organization – 12 Points Total
You can access the GASFS server and have saved your presentation (web 4
site) in your personal folder. You have also made a backup copy of your
presentation to assure against any disaster.
4
Each member of the audience has been given a handout of your
presentation which includes an area to take notes.
4
An electronic form of your presentation has been given to your instructor
through a folder which will be set up on the GASFS server by your
instructor.
Total
Total Points = 100
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Unit 5 Lesson 1 Sponsorship Activity
Independent Practice (LSI Quadrant III)
Sponsorship
L N H D X E O X J L G G XE I V I I B R Y L G Y U X B AE A Z P V HM P O T T C
P G WH V OF Y NI K Q GE NV L S N V E N K G X A A OX Z HE K F WR S F U Q
G MR G G KK H RU S B OY J P N P A G X F K R G A K YK O T P F P P V M L U A
Q H Z T E AK I VS U F E L I S J O V E F J N D V N D AL N S U K OC O L F R A
O L O Q N HL G L H V S BE F T B N Q J O X U WZ WG NWH CU O UN G V I K M
G ML H L NJ G P Z A A AK J H O S N P R I M A R Y S P O N S O R Z A E G UE F
V S WX T E Z ME T A MOQ QG J O E F E MI G P I M KF F DT Z AB H Z AWA
Q P Y J I F D Y DY V O P G VI V R B B E V J N Q WB J O K J F Q L T N S VG G
C X B P T L T MS J T H F B RR L S MC U E X O F D H KL U QY O S V WN F Z S
C WG X L DZ Y T C B D UK CG Y H L D M D V I Z J J RO S NO P S D N I KN I
D I X Q E CC X AE Y C VF R N Z I A X X B O S X U F Z C Q Z Q Z NA J R AR Z
F X B M S F M K GS E F CMVI B P G X V Y U S J E Q KY P I N MRE X U AY D
R B H A P J B Q I M I C CV YMX R E C I J T E P N H E V V J U Q VR G X L K M
MR K I O XB Q KWL X CU T A Y WD F Z J O R U O P NI G QU L L O O F QQ W
P E F WN OL S RP Z C CV P N B V U A R B P P I B J NQ U L H J P C C S QP I
U T B MS NA R E Z J I AO BY U R O R F Q R M R L R RG A P Y R DU H J S P Z
T P P MO J G E CD C I E B I C S V U N L V WI V O Q I U S KU G J H L C US W
L X WZ R T L H ND N L BMB K I D Y E N S K S S C X L V WT E E RD C F OI L
E J M D H RE F GV F K KE VK G R Z S K C A S E C WE E Q YA S VV E WOE Z
J Q P D P DN G E Z S K T P RV N Z T S I K X O X J H CC D E J E F WK I DK D
P Y B R MQWN OS D Z Z L I P E O V MJ J A R N A S S D Z YY D Z G N K P X O
F L J WY E T F I P K H CB T L K F O R WA B G S T M I D R S L K KG Y I CM Q
H G Y H E OY D GWWMNV E T B Y I U R F K Y T A B E Q WF O G L U M I P R Y
Q U X J R I B R Z Z S U L C T WQ N J R V D M G MZ T ON P I WV Z A Z D BK A
B D E Y I Z F C J X P T J B RN MD K I U B X WMP P VE A HX X RJ B E GS T
SPONSORSHIP
GROSS IMPRESSION
NAMING RIGHTS
POUR RIGHTS
INVENTORY
PRIMARY SPONSOR
IN KIND SPONSOR
TITLE SPONSOR
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