Marketing Through Sponsorships: Tools and Techniques for Both
Sponsors and Sponsorship Seekers
Textbook:
Course
Description:
Outcome Goals:
Course
Format:
Course
Evaluation:
Custom book
The purpose of this course is investigate sponsorship as a component of an Integrated Marketing
Communications (IMC) plan. This will include four basic components: (1) an introduction to
sponsorships and how they relate to segmentation, target marketing and integrated marketing
communication; (2) developing and selling sponsorships; (3) buying and evaluating appropriate
sponsorships, and (4) special forms of sponsorships (e.g., celebrity endorsements, venue naming
rights, and licensing).
1. Understand sponsorships and how they relate to segmentation, target marketing and integrated
marketing communication
2. Understand how to develop and sell sponsorships to organizations
3. Learn techniques for financial evaluation, quantifying impact and recommending decisions
regarding sponsorship purchases based on marketing and financial targets.
There will be several methods of disseminating information in this class:
classroom discussion led by the instructor,
guest speakers,
student presentations
Written Sponsorship Proposal
Presentation (seller role play)
Presentation (buyer role play)
Class Participation
TOTAL
100
100
100
100
400 points
Project Guidelines
You are to select your group members, your sponsored property, and your prospective sponsor.
You must select a property (sponsee) and prepare a sponsorship proposal for your selected prospective sponsor.
The organizations that you select cannot already have a sponsorship in place. For example, you cannot assume
the role of FIFA and target adidas as your prospect because that relationship already exists. Your proposal must
include the key issues that will be covered throughout this course.
Your group will submit two original copies of its sponsorship proposal to the instructor by the due date. The
second copy will be given to the buyer group for your presentation. The buyer group will be assigned.
Role Plays
Seller - Your group will prepare a 20 minute presentation designed to convince the buyer group to invest in a
sponsorship of your property.
Buyer - Your group will be provided with a copy of the sponsee’s proposal. You are to review the proposal,
listen to the presentation, and provide appropriate feedback, ask questions, and negotiate on the sponsorship
proposal. Ultimately, your group must decide whether to invest, reject, or delay the investment decision.
Delays should occur only when the seller has not provided adequate responses to your questions. Not every
proposal will result in a signed contract.
Topics
Basic Concepts: Segmentation/Target Marketing/Integrated Marketing
Communication
Sponsorship: Introduction
Sponsorship: Developing and Selling the Proposal
Sponsorship: Pre-event Evaluation
Sponsorship: Leveraging
Sponsorship: Ambush Marketing
Sponsorship: Post-event Evaluation
Sponsorship: Special Forms (e.g., venue naming rights, licensing,
endorsements)
Example SPONSORSHIPS
PROPERTIES (SPONSEES)
A concert
A charity event
A local festival
A local art fair
The Humane Society
The local chapter of CPA’s
University Athletics (Collective or one team)
A local Professional sports team
A local minor league team
WNBA team
The National Olympic Team
A professional golf tournament (PGA or LPGA or Sr. PGA)
Super Bowl
Little League World Series
X Games
SPONSORS
Coca-Cola
Nike or adidas
Mayo Clinic
Oakley
IBM
FedEx (or UPS)
Macy’s
Absolut (or other distilled spirit)
Budweiser (or other beer)
McDonalds (or other fast food restaurant)
AT&T
Evian
Ford (or another car company)
Accor (or another hotel chain)
Sony
Levi Strauss
Kodak (or Fuji)
Delta Airlines (or another airline company)
Microsoft
Amazon.com
Google
NOTE: Your targeted sponsor can not already be associated with your chosen property. You may select your
own property & sponsor, but it must be approved by the instructor. No two groups will be allowed to select
EITHER the same sponsor or sponsee.