1.14
Employ sales processes and techniques to enhance
customer relationships and to increase the likelihood of
making sales
Considerations in “Selling” a Venue
 The sportscape is the physical surroundings of a venue
that impact spectators’ desire to attend, stay at, and
ultimately return to a venue and/or event. It’s
important to sell the venue because it is part of their
product
Factors that Impact the Sportscape
of the Venue
 Newness of the venue
 Aesthetics or beauty of the venue
 Seat comfort
 Ease of layout
 Cleanliness of venue
 Perceived crowding
 Adequate parking, access to public transportation
 Reasonably priced concessions
Incentives to Offer When “Selling”
a Venue
 Sponsor naming rights for venue
 Signage and exclusive advertising
If you only have one entity affiliated with your sport/event
organization. The benefit is called “exclusivity”
 Information booths/tents (a source of sales leads)
 Activity centers promoting the sponsor’s goods/services
 Exclusive sales rights of sponsor’s products or services
OWNERSHP-this is when a company is given the
opportunity to have a certain part of the event named
after them.
EXAMPLE-The 2014 NCAA Championship in Texas names
the pre-game “Braums” Ice Cream Store
Procedures to Follow when
“Selling” a Venue
 Emphasize:
 Sportscape of the venue
 Match-up between event’s needs and venue’s assets
 Signage promoting sponsor
 Sponsor as sole advertiser
 Naming rights given to sponsor
 Uniqueness of venue
 Ability to match sponsor’s objective’s with venue layout
 Giveaways (e.g., special seating, event apparel, VIP
lounge, etc.)
Who do companies sponsor
sport/events
 To create or maintain a certain image.
The benefit to them is to display characteristics they want
consumers to associate with their products or services.
This is one way of enhancing their public relations
What is Value-in-kind
 Value-in-kind (VIK) is a type of sponsorship where the sponsor
to a project may bring goods or service than cash contribution
and that which is bought will be given monetary value as
contribution. Sponsors use this kind of sponsorship to save as
they are able to source goods at the lesser price yet still give the
product the value that was required.
 EXAMPLE-The panther players receives free Nike gear
as part of Nike’s payment of its sponsorship fee. The
arrangement is know as value-in-kind
Example of VIK
 EXAMPLE-The panther players receives free Nike gear as
part of Nike’s payment of its sponsorship fee. The
arrangement is know as value-in-kind
 In-kind sponsorship is an option for organizations and
individuals who want to support a good cause but don't
necessarily have a lot of extra cash to contribute. In-kind
sponsorships allow people to help in whatever way they are
most able, by sharing the strengths, skills and resources
that they do have.
Steps in a sponsorship presentation
 One of the first steps in a sponsorship presentation is
“creating awareness”
 Other steps would be:
 Research Potential Sponsors]
 Organize your presentation
 List your benefits
 Demonstrate expertise
The End!
 Any Questions?????