KNES 472 Lecture Notes - Lecture 7: Webcast, Press Release, Mobile Phone
Document Summary
Sport sponsorship rights: public speaking opportunities, product category exclusivity, interactive areas, consumer promotion exclusivity, non-profit/cause overlay/social responsibility . Jumbotron/largescreensignage: mobile phone content, radio, media rights, press release announcements and press kits public service announcements, internet content/links, newspaper, pre/post event promotional activities print media presence, webcast. The objectives of sponsorship can vary greatly depending on: the size of the partners, the type of sponsorship, the type of sport property being supported. The association between the sponsor and the sport property can yield significant branding benefits to both parties. Promote discounts and deals from channel members. Develop new relationships and new distribution channels. Internal stakeholders: improve staff morale and relations, increase staff satisfaction, promote satisfaction of shareholders, promote positive communications with the media. Promote the public image of the organization. Establish a brand association between sport property and sponsor. Create an image transfer (values are transferred from sport product to sponsor)
