Lesson Plan. Course Title: Sports and Entertainment Marketing Session Title: Sponsorship Lesson, Unit 5.1. Performance Objective:

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1 Lesson Plan Course Title: Sports and Entertainment Marketing Session Title: Sponsorship Lesson, Unit 5.1 Performance Objective: After completing this lesson, the student will identify the reasons companies sponsor, describe the benefits of sponsorship to a business and develop sponsorship opportunities in an inventory list. Approximate Time: When taught as written, this lesson should take 4-5 days to complete. Specific Objectives: The student will discuss sponsorships opportunities. The student will explain why companies sponsor. The student will describe how corporations determine how a sponsorship can be an effective tool in meeting company objectives. TERMS Sponsorship -The act of providing financial or other support to a sport/event entity in exchange for public exposure. Gross Impression -Refers to the frequency in which a company product or service is associated with the event or entertainer. Naming Rights -The lending of a company name or brand to a physical attraction, venue or facility, for predetermined terms and conditions. Pour Rights -The right to sell or pour beverages at a venue. Typically part of a larger sponsorship. Inventory -Refers to the specific sponsor benefits available to be sold to sponsors. Category Exclusivity -Arrangements that allow a sponsor of a property to essentially block the competition from being a sponsor of the same property. Primary Sponsor -Sponsor paying the largest fee to the event or property and who could be designated title sponsor. 1

2 Preparation TEKS Correlations: This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed (c)(23)(b) Define and explain sponsorship issues (c)(23)(e) Examine benefits of sponsorship opportunities. Interdisciplinary Correlations: English: (b)(21)(b) organize information gathered from multiple sources to create a variety of graphics and forms (e.g., notes, learning logs) (b)(22)(b) evaluate the relevance of information to the topic and determine the reliability, validity, and accuracy of sources (including Internet sources) by examining their authority and objectivity (b)(23)(c) use graphics and illustrations to help explain concepts where appropriate (b)(23)(d) use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert evaluations) to examine the quality of the research Occupational Correlation (O*Net - Sales Representatives, Wholesale and Manufacturing Similar job Titles: Director of Corporate Sponsorships, Account Executive for Corporate Sponsorships, Corporate Sponsorship Account Manager Tasks: Answer customers' questions about products, prices, availability, product uses, and credit terms. 2

3 Recommend products to customers, based on customers' needs and interests. Contact regular and prospective customers to demonstrate products, explain product features, and solicit orders. (Soft) Skills: Active listening Critical thinking Negotiation, persuasion Teacher Preparation: Teacher will review the terms in the outline, presentation program slides and websites to become familiar with lesson. Teacher should locate and evaluate various resources and websites before the lesson. Teacher will have assignments and website information ready to distribute to students. References: The Business of Sports and Entertainment 5 th edition Sports Business Journal Advertising Age (online magazine) Wall Street Journal Websites that explain How stuff works and ballpark design websites Instructional Aids: 1. Display for presentation program/software, websites for assignments and class discussion. 2. The Business of Sports and Entertainment marketing 5th edition, Lindaur, Sports Career Consulting LLC. Materials Needed: 1. Pictures of stadiums and 2 or 3 non-identifying facts about the stadium (such as cost of stadium, number of corporate suites, etc.), naming rights, partner corporate logos and the sports team logos - each on a separate page. On the back of the stadium picture, write or type the amount and terms of the naming rights deal. 2. Internet access to various sports team websites. 3

4 Equipment Needed: 1. Computer with presentation program/software and internet access. 2. Projector to show internet sites. 3. Computers for students to conduct research and create materials for projects. Learner Preparation: Before class, teachers should print out pictures of stadiums, sponsors, and team logos for the amount of students in the class. Place the stadium pictures around the room. As each student enters the room, hand them either a corporate logo or team logo. Have students find the stadium that matches their corporate logo or team logo. Once they have found the correct stadium, discuss the facts listed with their partner. Introduction (LSI Quadrant I): Introduction ASK: Ask students to discuss the facts of their stadium with their partner and look on the back of the stadium picture to find the amount of the sponsorship and the length of the deal. SAY: Explain to the students when corporations choose to put their name on a stadium they are creating a partnership with the team and are creating a naming rights deal which is a form of sponsorship. ASK: Ask students why they think that corporations chose to sponsor a particular stadium. SAY: Explain that corporations choose sponsorship as a way to differentiate their product from the competition and choose sponsorships based on company objectives. Give students the amount of the naming rights deal. ASK: Ask students why they think companies would pay that much, what the benefits to the company are and what they think they receive in return. Outline (LSI Quadrant II): Outline Instructors can use the presentation program slides, handouts, and note pages in conjunction with the following outline. MI Outline Notes to Instructor I. What is Sponsorship? The act of providing financial or other support to a sport/event entity in exchange Use presentation program slides and current events as aid. 4

5 for public exposure. Sponsorship is not the same as advertising but a separate component. Companies choose to sponsor a team, event or property based on company objectives and intended target audience. In 2004, a telecommunications company made a commitment to race car fans around the country to enhance the race car series and bring fans closer to the fastest growing sport in America. This company has delivered on that promise by introducing innovative wireless technology, products, services and trackside entertainment throughout the term of its sponsorship. II. Why Companies Sponsor A. Increase visibility B. Associate with Particular Lifestyles C. Business to Business Marketing - Competition for shelf space and end-aisle displays. Helps improve a relationship with other businesses, specifically retailers who sell their product. D. Hospitality and Entertainment -Develop network opportunities. The luxury suite has become satellite offices for owners. E. Opportunities to Merchandise -Sports related merchandise develop promotions at POP - point of purchase -for branded or cobranded merchandise through giveaways or a sales promotion. F. Show off a Product or Service -Call attention to specific product benefits. The value of a sponsorship increases when your product is in use or can be seen during the event. G. Drive Sales -Expected to move productbounce back coupons. H. Distinguish from the Competition- Company 5 Use presentation program/ software as aid. Explain how the race car sponsorship works.

6 differentiation. Category exclusivity Company locks out the competition and creates the position of being the only sponsor from their industry for a particular event. II. Why sponsorship makes effective promotional opportunities for businesses a. Sports have a high level of brand loyalty. b. Sponsorship allows companies to reach segments they normally would not. c. Sponsorship is seen as a more creative & subtle strategy than the more traditional forms of marketing. Use presentation program/software as aid. III. Sponsorship strategies Levels of involvement a) Title sponsor -A company that pays a team or organization money to have their name listed as part of the event name. b) Presenting sponsor -The X-Games presented by... c) Sponsor of a section Company Family Zone. d) In Kind sponsor -Items that are traded out for a cash sponsorship such as equipment, services, technology, etc. Use presentation program/software as aid. A telecommunication company signs on to be the race car title sponsor through IV. Opportunities for Sponsorship a. Names on trophies b. Mentioned in news release c. Formal recap/evaluation d. Cover all legal issues e. Number of tickets f. Parking passes g. Program/press guide/team publication ads h. Scorecard ads i. Scoreboard and PA exposure Use presentation program/software as aid. Find examples on websites to show how sponsorships work. Go to any professional or college website. 6

7 j. Publicity k. Promotional vehicles (on-site) l. Stadium nights m. Team milestones 100 th TD, player of the game, etc. n. Unique gimmick opportunity o. Contests or sweepstakes p. On premises pre and post-game parties q. Player appearances /clinics r. Stadium club memberships, skyboxes, etc. Use presentation program/software as aid. Verbal Linguistic Logical Mathematical Visual Spatial Musical Rhythmic Bodily Kinesthetic Intrapersonal Interpersonal Naturalist Existentialist Application Guided Practice (LSI Quadrant III): Ask students to create a list of different 5 teams and 5 different events that are of interest to them on the Name that Sponsor handout. Have them search the internet to determine 3 of their sponsors, and identify the specific reason why the business would want to sponsor the identified team and/or event. Host a class discussion to share the information that has been gathered. Independent Practice (LSI Quadrant III): Sponsorship Word Search The completed activity is located after the assignment. Sponsorship Project (Team project: 2 students per team) This project will be evaluated using the assigned rubric. Summary Review (LSI Quadrants I and IV): Question: Why do companies sponsor? 7

8 Question: Why would a company choose to sponsor an event over traditional marketing strategies? Question: What is a Title sponsor? Question: What is an In Kind sponsor? Question: What are some opportunities for sponsorship? Evaluation Informal Assessment (LSI Quadrant III): Instructor should observe the work ethic of individuals involved in class discussions and the independent practice activity. Formal Assessment (LSI Quadrant III, IV): Students will be evaluated on their Sponsorship Project by using the assigned rubric. Extension/Enrichment (LSI Quadrant IV): Extension Virtual Sports or Design Your Own Race Car Student Directions: If you have access to a computer and have Virtual business, have students complete the Sponsorship lesson. Have students go to the internet and search for sites that design race cars. Students can upload their own artwork and logos for a unique design. Lead a class discussion on the value of the parts of the car. 8

9 Sports and Entertainment Unit 5 Lesson 1 Name that Sponsor Guided Practice (LSI Quadrant III): Name that Sponsor Create a list of different 5 teams and 5 different events that are of interest to you. Search the internet to determine 3 of their sponsors. Suggest a specific reason why the business would want to sponsor the identified team and event and explain your answer. Team /Event Sponsor Sponsorship Rationale 9

10 Sponsorship Project OBJECTIVES: Identify the benefits of sponsorship to the sponsor Create unique opportunities for sponsorship TASK: You are an account executive for a major sports team. You and your assistant have been asked to develop a sponsorship package to present to potential sponsors for one of the following industries: Choose from one of the business categories below and choose a business within the category to create a mock up and samples of sponsorship opportunities: Banking Full service restaurant Fast food restaurant Cell phone company Insurance company PROCEDURE: 1. Develop a sponsorship package for one of the businesses above keeping in mind the benefits for the business, their objectives and the market they are trying to reach. 2. Create an inventory list for potential sponsors to include unique ideas to meet objectives and reach their intended target market. 3. From that list, create at least 5 examples of promotional opportunities to include at least one: a. Contest or sweepstakes b. Signage/scoreboard/website c. 3 others 4. Present your findings to the committee in presentation software of your choice. Students will present their presentations to the class and be evaluated by the assigned rubric. 10

11 Independent Practice (LSI Quadrant III) Sponsorship Project Rubric Content: Writing 40 Points Total Multimedia Presentation Rubric 1. All material is in publishable form; that is, it is thoroughly proofread and without careless errors. (5=10, >10=5, >15=3) 10 All your information is well researched, well written, well organized and in your own voice. 8 All flaws pointed out by the instructor and/or peer advisors in drafts have been corrected. 4 Material shows strong understanding of major ideas and displays critical thinking in placement of text, sequencing of pages, and page composition. 10 Presentation has a title page. 3 Presentation has a bibliography which follows the MLA citation rules 5 Total Content: Technical 33 Points Total The presentation includes a minimum of 10 slides. 9 The presentation includes a variety of text fields, graphics, sounds, and transitions. 6 The presentation has a professional look with an overall graphical theme that 6 appeals to the audience, compliments the information, and each slide is visually neat incorporating a variety of layouts. Each slide uses text, graphics, sounds, and transitions that communicate and compliment information being shared. 6 The presentation visually depicts material and appeals to audience. 6 Total Communication 15 Points Total Did you use a different form to communicate to the group during your presentation other than simply screen reading? You used each slide as lead into the wealth of additional information you have on the topic. You maintained eye contact with group and modulated your voice in addition to your visual on-screen sharing. At conclusion of your sharing, you checked for understanding via questions or oral quiz, etc

12 You utilized your allotted time effectively. 3 Total Technical Organization 12 Points Total You can access the GASFS server and have saved your presentation (web site) in your personal folder. You have also made a backup copy of your presentation to assure against any disaster. Each member of the audience has been given a handout of your presentation which includes an area to take notes. An electronic form of your presentation has been given to your instructor through a folder which will be set up on the GASFS server by your instructor. Total Total Points =

13 Unit 5 Lesson 1 Sponsorship Activity Independent Practice (LSI Quadrant III) Sponsorship L N H D X E O X J L G G X E I V I I B R Y L G Y U X B A E A Z P V H M P O T T C P G W H V O F Y N I K Q G E N V L S N V E N K G X A A O X Z H E K F W R S F U Q G M R G G K K H R U S B O Y J P N P A G X F K R G A K Y K O T P F P P V M L U A Q H Z T E A K I V S U F E L I S J O V E F J N D V N D A L N S U K O C O L F R A O L O Q N H L G L H V S B E F T B N Q J O X U W Z W G N W H C U O U N G V I K M G M L H L N J G P Z A A A K J H O S N P R I M A R Y S P O N S O R Z A E G U E F V S W X T E Z M E T A M O Q Q G J O E F E M I G P I M K F F D T Z A B H Z A W A Q P Y J I F D Y D Y V O P G V I V R B B E V J N Q W B J O K J F Q L T N S V G G C X B P T L T M S J T H F B R R L S M C U E X O F D H K L U Q Y O S V W N F Z S C W G X L D Z Y T C B D U K C G Y H L D M D V I Z J J R O S N O P S D N I K N I D I X Q E C C X A E Y C V F R N Z I A X X B O S X U F Z C Q Z Q Z N A J R A R Z F X B M S F M K G S E F C M V I B P G X V Y U S J E Q K Y P I N M R E X U A Y D R B H A P J B Q I M I C C V Y M X R E C I J T E P N H E V V J U Q V R G X L K M M R K I O X B Q K W L X C U T A Y W D F Z J O R U O P N I G Q U L L O O F Q Q W P E F W N O L S R P Z C C V P N B V U A R B P P I B J N Q U L H J P C C S Q P I U T B M S N A R E Z J I A O B Y U R O R F Q R M R L R R G A P Y R D U H J S P Z T P P M O J G E C D C I E B I C S V U N L V W I V O Q I U S K U G J H L C U S W L X W Z R T L H N D N L B M B K I D Y E N S K S S C X L V W T E E R D C F O I L E J M D H R E F G V F K K E V K G R Z S K C A S E C W E E Q Y A S V V E W O E Z J Q P D P D N G E Z S K T P R V N Z T S I K X O X J H C C D E J E F W K I D K D P Y B R M Q W N O S D Z Z L I P E O V M J J A R N A S S D Z Y Y D Z G N K P X O F L J W Y E T F I P K H C B T L K F O R W A B G S T M I D R S L K K G Y I C M Q H G Y H E O Y D G W W M N V E T B Y I U R F K Y T A B E Q W F O G L U M I P R Y Q U X J R I B R Z Z S U L C T W Q N J R V D M G M Z T O N P I W V Z A Z D B K A B D E Y I Z F C J X P T J B R N M D K I U B X W M P P V E A H X X R J B E G S T SPONSORSHIP GROSS IMPRESSION NAMING RIGHTS POUR RIGHTS INVENTORY PRIMARY SPONSOR IN KIND SPONSOR TITLE SPONSOR 13