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SPMA 3P25 Midterm (1)
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SPMA 3P25 Midterm (1)
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SPMA 3P25 MidtermStrategic Sport Sponsorship - CORRECT ANSWER-"Long-term relational
association involving established, strong or clear links between a property and
sponsor, which is defined by the terms of a legal contract with goals being to secure
both a direct financial return and indirect dyadic and network returns"
Refers to long-term aims, objectives, and the management decisions, actions,
behaviours necessary to achieve them
Sponsorship based on mutually-beneficial, contractual relationships documenting
rights, responsibilities, objectives
Difference between advertisers and sponsors - CORRECT ANSWER-Advertising
directly promotes the brand through messaging to chosen targets while sponsorship
provides an implicit endorsement through ongoing affiliation with an external entity
"Sponsorship involves two main activities: - CORRECT ANSWER-1. An exchange
between a sponsor and a sponsee whereby the latter receives a fee (or payment in
kind) and the former obtains the right to associate itself with the activity sponsored;
and
2. The marketing of the association by the sponsor
Sponsee - CORRECT ANSWER-Aka "commercial rights holder" or "rights owner",
"property", etc.
Any and all entities who own a set of rights to be traded (e.g., leagues, federations,
athletes, teams...)
Key: owner of assets/inventory to be "sold" or transferred in a partnership
Sponsor - CORRECT ANSWER-Any external brand soliciting assets/marketing
rights in exchange for payment (cash or in kind)
Aka "corporate partner" "brand", "supporter", "patron", etc.
Rights of Association - CORRECT ANSWER-Any saleable assets or inventory to be
made available for partners
Intellectual property (marks, etc)
AV/Broadcast content
Marketing media (signage, advertising space, etc.)
Broadcast commercial time
Athlete/participant availability
Etc.
Cash and "in-kind"/contra - CORRECT ANSWER-Sponsorship, as a contract, is
fundamentally an exchange: sponsor compensates sponsee for use of protected
marks, rights of association, in exchange for the opportunity to utilize those marks,
symbols, words, insignia in marketing
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