SPMT 270 Exam 4 (Waltemyer) with 100% correct answers 2024
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Course
SPMT 360 KIM TAMU
Institution
SPMT 360 KIM TAMU
Two Avenues of Sport Marketing
1. The marketing of sport products to the sport consumer
~ "Marketing of sport"
2. The marketing of mainstream and non-sport products through sport
~ "Marketing through sport"
What is Sponsorship
- " The acquisition of rights to affiliate with an organizat...
SPMT 270 Exam 4
(Waltemyer) with 100%
correct answers 2024
Two Avenues of Sport Marketing - answer 1. The marketing of sport
products to the sport consumer
~ "Marketing of sport"
2. The marketing of mainstream and non-sport products through
sport
~ "Marketing through sport"
What is Sponsorship - answer - " The acquisition of rights to affiliate
with an organization or product (e.g. event) for the purpose of
deriving benefits related to that affiliation"
An exchange of mutual benefits between two organizations
~ Sport sponsorships provide a business with AFFILIATION,
EXPOSURE, OPPOURTOUNITY to achieve its marketing objectives
1800s - answer First athletic events in the U.S. were sponsored
( primarily by the transportation and tobacco industries)
1984 - answer Summer Olympic Games in Los Angeles
Factors of Sponsorship Growth - answer - Communication
- Credibility
- Clutter
- Coverage ( Media, Technology)
, Positioning (Fit) - answer How well do two organizations fit together
- Brand Image and Target Market
- Association can add/ subtract credibility to org./ product
Establish an emotional connection with the target market - answer
Sport-Brand loyalty
Platform for Growth - answer New markets
Sport Sponsorship Platforms - answer Individual (Athlete/ Coach)
Team
League
Facility/ Venue
Event
Media (Broadcast)
Sponsorship - Individual - answer a platform for companies to
develop a sponsorship based on the support of an individual athlete
instead of a team or league.
~ examples: James harden (Adidas), Michale Jordan (Air Jordan),
Alex Morgan (coca-cola)
Sponsorship - Team - answer a more appropriate platform for local
and regional companies or companies with smaller marketing buds
~ examples: Dallas Cowboys (Lincoln), Texas A&M (Adidas) Texans
(Papa Johns)
Sponsorship - League - answer Sponsorship promotions through a
league
~ examples: NFL (Nike), NHL (Honda), PGA (FedEx cup)
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