SPONSOSHIP

a) Define

i) Sponsorship

 Cash / fee paid to a property

 In return for access to the exploitable commercial potential

 Associated with that property

ii) Advertising
 Is the direct promotion of a company through space or air time bought for that specific
purposes
iii) Fundraising
 Activity of collecting money for a specific purpose
 Eg. In order to help people who are ill, old etc.
iv) Philanthropy

 Is a support of a cause without any commercial incentive

a) Differentiate:
i) Sponsorship and fundraising
ii) Motive and involvement

Sponsorship Fundraising

Definition A cash and or in kind fee paid to An amount of money that was
a property (typically in sports, obtained or collected through certain
arts, entertainment or causes) in group of people without any
return for access to the exploitation of media.
exploitable commercial potential
associated with that property

Involvemen Involved media extensions such as a Not involved media extensions

t television broadcast

Motive Sponsorship is undertaken for the Fundraising is undertaken without

purpose or motive of achieving any commercial incentive
commercial objectives
b) Provide an example of the event related to each of the terms above.

Sponsorship

Fundrising

1. 5K Run or Bike Race

A classic fundraising event idea, the 5K is a year-round favorite that can raise big bucks for
your cause. Rather than rely solely on entry fees, implement peer-to-peer fundraising so
participants can start raising money upon registration. Throw out a suggested fundraising
goal, prepare incentives, and send participants tips and tricks on how to reach out to their
networks.

Fashion Show

To launch this fundraising event idea, partner with a local venue and sell event tickets. Ask
participants to create their own sartorial masterpieces, or reach out to local clothing shops
and boutiques for donated outfits. You can also ask makeup artists to donate their services
and recruit community members to volunteer as models.

Bowling Tournament

Each team fundraises a minimum amount for entry. You could also recruit partners to
sponsor lanes where they can put up their logos.

Dance-off

This fundraising event idea has raised more than $1.2 million in 2016 for Northwestern
University Dance Marathon (NUDM). Ask people to fundraise to participate in a 24-hour (or
30, if you’re daring like NUDM) dance marathon. You can also ask people to sign up as
teams foster some friendly competition.

Relay Race

Put a fresh spin the traditional 5K or 10K and turn it into a team relay race. Runners can
solicit their networks for donations. Perhaps each leg of the race demands a particular
costume theme or humorous obstacle—one leg could even be a three-legged race.
State four (4) characteristics for each the following sponsorship category.
1. Exclusive Sponsorship

 only sponsor associated with the athletic platform component

 can generally negotiate its name within the event title team name can attach its name to
trophies

 sole use of the platform component for promotional purposes

 may add value to the sponsor's product

 only source of funding for the platform component

 Examples of sponsorship include:

 Texaco publishes the radio schedule for the Metropolitan Opera, which it sponsors on
National Public Radio;
 Coca-Cola gives details of Coke-sponsored concerts and sporting events;
 Planet Reebok includes interviews with the athletes it sponsors. The Web site permits
visitors to post questions to coaches and players.

2. Subsidiary Sponsorship

 second level of sponsorship involving several companies divided into product categories

 usually have exclusivity of sponsorship within their own product category

 can achieve the same promotional capacity as a primary sponsor

 sometimes difficult to retain because they can generally withdraw from a sponsorship

 program without serious disruptions

 subsidiary's products are frequently crucial to the competition

 Examples of subsidiary sponsorships are:

 official hotels

 official airlines

 official travel agency

 official soft drink/water supplier

3. Primary Sponsorship

 several sponsors share the event expenses

 can enter at various financial levels

 upper end of the financial commitment scale

 have the opportunity to maximize their exposure with minimal effort

 generally negotiate its name within the event title

 name is usually mentioned in a newspaper write up

 shares the financial risk of the event with several other sponsors

 Example 1: Naming Rights to an event.

 If your organisation was running a major swimming championship, you could offer naming
rights to your event e.g. Maybank’s Badminton Championship.

 Example 2: Naming Rights to a facility

 If your organisation owned a stadium, you could offer naming rights to your facility e.g.
Etihad stadium

4. Official Supplier

 special case of subsidiary sponsorship

 frequently have exclusivity in their product category

 an official supplier's products have little obvious connection to the event

 is not essential to the survival of any platform component

Why it’s easier to stay with Advertising

1) Standardization

• With advertising media, what’s delivered is consistent (e.g. all broadcast media deliver
time; all print outlets offer space)

2) Evaluation

• Cost per thousand is a universally accepted measure providing advertisers built-in

evaluations of their media buys.

• Measuring sponsorship’s impact takes a dedicated effort and entails an additional cost.

3) Turnkey

• Ad buys do not require an additional spend for effectiveness

• Sponsorship need companies looking for a pay-off solely through their visibility during
the event usually will be disappointed.

4) Make-goods
• With advertising, if ratings or circulation are lower than projected, additional time or
space can be provided by the media as compensation.

With sponsorship, where the seller often controls just one property and has no access to a
year-round inventory, this is rarely the case

b) State four (4) motives of an organization involvement in sponsorship program.

1. Image Compatibility
 able to offer the imagery that the sponsor are trying to establish (eg. Ability to give and
explain in "good picture" about the sponsor)
 
 able to associate with the lifestyle of the audience
 
 able to impose our brand's personality on the sponsorship (eg. Adidas is very exclusive,
out shined the others). After wearing adidas you have the feelings of exclusivity.
 able to associate with the co-sponsors

2. Audience Composition
 Able to fulfill the wants and needs of the audience
 Able to create a strong sense of ownership /identification of the audience towards the
products.
 Able to reach to audience through on site spectators, tv viewers, membership etc
 Wide coverage
3. Media
 able to come out with an appealing advertising the media
 able to get the cooperation from the media / broadcaster to promote the products
 able to recognized the sponsors presence
4. Exclusivity
 able to showcase the exclusivity of the product
 able to give much attention by the media and made known to the audience
 able to identify as being different from other similar product
5. Efficiency
 able to deliver to a wide audience with more value that what they sponsor
 able to show impressive to the value received more than what the cost of the
sponsorship
 able to make a comparison the value the sponsors are gaining compared to other
similar properties
 able to prove that your result of more cost effectiveness through sponsorship rather than
the other media
c) Briefly discuss five (5) factors sharing sponsorship is deemed to be a fastest growing
marketing medium.

1) Decreasing efficiency of measured media (berkurangnya kecekapan media)

• Cost of advertising incline....WHILE..

(kos pengiklanan cenderung......)

• Readership inclined (kecenderungan pembaca.....)

• Ratings inclined (kecenderungan mengejar ratings/menilai)...

2) Changing social priorities (perubahan keutamaan sosial)

• Growing realization the needs of society (berkembang utk merealisasikan keperluan

masyarakat)

• Demands to know the company background before deciding to purchase the product
(ingin tahu latarbelakang sykt sebelum beli barang)

3) Shifting Personal Values (pergeseran nilai-nilai peribadi)

• Conspicuous consumption (pengunaan mudah dilihat)

• Shopping for the shopping sake becoming ‘declasse’ (beli belah bkn lagi utk tunjukan
kelas/taraf)

• Buy not to indulge yourself but to make the world a better place (beli bkn utk manjakan diri
tetapi buat dunia tempat lebih baik....)

4) Increasing need for two way communication (peningkatan perlu dalam komunikasi 2 hala)

• The need to deepen the relationships with customers (perlu kukuhkan lagi hubungan dgn
pelanggan)

• Sponsorship reaches people in an environment that matches their lifestyles (mencapai

rakyat dlm perskitaran yg sepadan dgn gaya hidup mereka)

• Sponsorship speaks “to” customers, not “at” them (bercakap kpd pelanggan tidak mereka)

5) High consumer acceptance (Penerimaan Tinggi Pengguna)

• Sponsorship is a form of “advertising” that give something back to the consumers (benefit
semula kepada pengguna)

• Many accepted sponsorship as contribution to the society (sumbangan kpd masyarakat).

• Many annoyed with the intrusion of advertising in between their movies ramai marah/tak
suka pencerobohan iklan ketika movies....)

Discuss five (5) common reasons that might cause failure to the sponsorship programs.

A major reason a sponsorship might fail is when there is little or no support from your own
staff. Everyone needs to be supportive and promote the sponsorship to your target
audience.

1. The very common one is known as “The CEO Syndrome”.

If the CEO likes such sport…e.g rugby; company sponsor the event …without due
consideration of marketing objectives…

2. Greenwashing
# Don’t sponsor green unless you are green.
* Sponsorship easily turns against the company…as it will seen merely as exploiting a
situation.

3. Signing the check and dropping the ball

# Sponsorship rarely an efficient buy for companies expecting the pay-off to come through
on site-visibility.
*Sponsorship should budget every dollar and cents for the sponsorships

Failure also occurs when companies try to spread their sponsorship dollars too thin by
having too many small sponsorships.
#It is often more effective to concentrate efforts into one or two events.

4. Due diligence overlooked

# Knowing what you are not getting is often important as knowing what are you getting.
* Sanctioning body, athletes compete, team marketing rights, who control advertising &
broadcast etc

5. Insufficient staffing
# Require additional staff time for everything from hosting clients on site to approving artwork
with sponsor ID.

6. Property hopping
# One year commitments are generally dubious benefits.
* The learning curve in sponsorship is longer than other media.
* Sponsorship usually do not know how to fully maximize an involvement with a particular
property in the first year.

Explain five (5) traditional ways a company might choose to leverage their sponsorships.

Sponsorships can provide companies with a strong platform from which to target a clearly
defined market. A corporate will consider and evaluate a potential sponsorship in terms of
how they can leverage properties (memanfaatkan hartanah) to in influence and affect that
market.
Some of the traditional ways a company (sponsor) might choose to leverage their
sponsorship;
 
>Competitions (with other sponsors)
> Print / television advertising
> Targeted PR campaigns
> Links with web activities
> Sampling and in-store promotions

1) Consumer Sales Overlays

 The most common method of using sponsorship to drive sales – offer consumers a ticket
discount to the sponsored property with proof of purchase.
 e.g. make donation to Paralympics Council each time consumers used Bank Islam credit
card Visa/MasterCard to purchase tickets.

2) Added-value offers
 Sponsors can design sales driven programs that offer consumers added value.
 e.g. Buy RM12.00 tickets vouchers for Saturday night Super League Football Match, the
vouchers included a coupon for a free burger and soft drink during the game.

3) Trade extension
 Mastercards (World Cup Sponsor), created a series of commemorative medallions that were
marketed exclusively by its member banks.
 e.g. Consumers could purchase only using Mastercard.

4) Media tie-ins
 Media partners help extend sponsor visibility in many ways.
 e.g.Sponsor team up with the radio/tv stations to design custom promotions for the
stations listeners.
 e.g. free tickets, merchandise and ticket discounts coupons through radio contest.

5) Retailer incentives
 To increase presence in store, sponsors can create an offer as basic as allocating
tickets and backstage passes based on merchandising performances.
 e.g. Colgate donated $125 of the charity’s wishes at $1000 a price on behalf of local
retailers who supported the promotion in-store.

The benefits of sponsorship are quite different from those offered by advertising. Discuss
five (5) attributes where sponsorships is efficiency has been demonstrated its ability
compared to advertising.

Generally sponsorship accomplishes better than advertising in establishing qualitative

attributes such as shaping consumers’ image of a brand, increasing favourability ratings and
generating awareness.

1. Credibility

• Receive official product designation and rights to use the sponsee’s marks and logo on
packaging, etc.
• The official sponsor credential is so strongly linked to the brand’s positioning, the message
works in the consumer’s mind as the sponsor’s sports beverage enhances performance and
is the brand to drink.

2) Imagery

• Sponsoring brand can be linked immediately to a known set of image qualities (e.g.
environmentally responsible (World Wildlife Fund); world-class performance (Olympic
Games) etc.

• The company’s advertising does not have to work as hard to create image qualities for
the brand and the consumer is more likely to be receptive to the transference of qualities
than to their creation in advertising.

3) Prestige
• Only a handful of companies can afford to advertise on the most prestigious media
broadcast, but with sponsorship, even a mega-event like the Super Bowl is affordable to
smaller and local brands.

• That’s because companies with smaller budgets can sponsor subordinate events within
a major one.

• Small budget sponsors can also sponsor a lesser known event and work with the
producer to make it a major one

4) Internal Morale

• Employees can be directly involved with a company’s sponsorships e.g. acting as

volunteers at the event or receiving special benefits such as ticket discounts.

5) Sales rights

• Also provides opportunities for liquidating a fee via sales rights.

• E.g. Philips provides lighting for a number of stadiums.

6) Live audience

• Sponsorship provides a live audience with built-in opportunities for:

- on site sales and sampling;

- surveying;

- customer feedback;

- interaction with sales force;

- product testing

Describe five (5) factors that contribute to sponsorship’s rise in the changes of economy,
demographic shifts and the fragmentation of media.

1) Decreasing efficiency of measured media (berkurangnya kecekapan media)

• Cost of advertising incline....WHILE (kos pengiklanan cenderung......)

• Readership inclined (kecenderungan pembaca.....)

• Ratings inclined (kecenderungan mengejar ratings/menilai)...

2) Changing social priorities (perubahan keutamaan sosial)

• Growing realization the needs of society (berkembang utk merealisasikan keperluan

masyarakat)

• Demands to know the company background before deciding to purchase the product
(ingin tahu latarbelakang sykt sebelum beli barang)

3) Shifting Personal Values (pergeseran nilai-nilai peribadi)

• Conspicuous consumption (pengunaan mudah dilihat)

• Shopping for the shopping sake becoming ‘declasse’ (beli belah bkn lagi utk tunjukan
kelas/taraf)

• Buy not to indulge yourself but to make the world a better place (beli bkn utk manjakan diri
tetapi buat dunia tempat lebih baik....)

4) Increasing need for two way communication (peningkatan perlu dalam komunikasi 2 hala)

• The need to deepen the relationships with customers (perlu kukuhkan lagi hubungan dgn
pelanggan)

• Sponsorship reaches people in an environment that matches their lifestyles (mencapai

rakyat dlm perskitaran yg sepadan dgn gaya hidup mereka)

• Sponsorship speaks “to” customers, not “at” them (bercakap kpd pelanggan tidak mereka)

5) High consumer acceptance (Penerimaan Tinggi Pengguna)

• Sponsorship is a form of “advertising” that give something back to the consumers (benefit
semula kepada pengguna)

• Many accepted sponsorship as contribution to the society (sumbangan kpd masyarakat).

• Many annoyed with the intrusion of advertising in between their movies ramai marah/tak
suka pencerobohan iklan ketika movies....)

Explain five (5) general criteria a potential sponsor will be seeking before committed in
sponsorship program.

1. Image Compatibility
 able to offer the imagery that the sponsor are trying to establish (eg. Ability to give and
explain in "good picture" about the sponsor)
 able to associate with the lifestyle of the audience
 able to impose our brand's personality on the sponsorship (eg. Adidas is very exclusive,
out shined the others). After wearing adidas you have the feelings of exclusivity.
 able to associate with the co-sponsors
2. Audience Composition
 Able to fulfill the wants and needs of the audience
 Able to create a strong sense of ownership /identification of the audience towards the
products.
 Able to reach to audience through on site spectators, tv viewers, membership etc
 Wide coverage
3. Media
 able to come out with an appealing advertising the media
 able to get the cooperation from the media / broadcaster to promote the products
 able to recognized the sponsors presence
4. Exclusivity
 able to showcase the exclusivity of the product
 able to give much attention by the media and made known to the audience
 able to identify as being different from other similar product
5. Efficiency
 able to deliver to a wide audience with more value that what they sponsor
 able to show impressive to the value received more than what the cost of the
sponsorship
 able to make a comparison the value the sponsors are gaining compared to other
similar properties
 able to prove that your result of more cost effectiveness through sponsorship rather than
the other media

Discuss five (5) important elements in designing a sport sponsorship package.

1) Overview paragraph describe proposed event
 managing organization
 those will benefit
2) Event facts and history
 title
 date
 location
 participants (names of athletes and or artists)
 attendance - previous and expected media coverage
 previous and expected
 examples
 benefiting charity or cause
 name benefactors
 level of charitable contribution
3) Demographics of participants and spectators
4) Benefits available to sponsor
 propose to a sponsor only those benefits that can be confirmed as available for execution
prior to and during the event
 many municipal locals require permits that can limit display and promotions during events
5) Sponsorship fee
 what costs are NOT included in this fee
 e.g. catering , accommodations, transportation, tickets, artwork for signage and
merchandise

a) There are many ways in which a company can benefit from a sponsorship program.
Explain five (5) methods that can be implemented.

Rights vary with scope of property & level of sponsorship purchased. Typical rights and
benefits granted by a property to sponsor such as;

a) Official sponsor designation

b) Category exclusivity

c) Rights to use marks and logo in advertising and promotions

d) ID in property’s media buy

e) ID in promotional and collateral materials

f) Complimentary ad in program book

g) On-site product sampling

h) Exhibit/display space

i) On-site product sales

j) VIP invitations

Describe how your proposals blueprint that help you to avoid rejection of your sponsorship
proposal.
1) Overview paragraph describe proposed event
 managing organization
 those will benefit
2) Event facts and history
 title
 date
 location
 participants (names of athletes and or artists)
 attendance - previous and expected media coverage
 previous and expected
 examples
 benefiting charity or cause
 name benefactors
 level of charitable contribution
3) Demographics of participants and spectators
4) Benefits available to sponsor
 propose to a sponsor only those benefits that can be confirmed as available for execution
prior to and during the event
 many municipal locals require permits that can limit display and promotions during events
5) Sponsorship fee
 what costs are NOT included in this fee
 e.g. catering , accommodations, transportation, tickets, artwork for signage and
merchandise
Explain at least three (3) proper steps before, during and after in the process of obtaining a
sport celebrity as professional speaker for an organization.

Celebrity Endorsements is a form of brand or advertising campaign that involves a well

known person using their fame to help promote a product or service. Classic celebrity
endorsement techniques, such as television ads and launch event appearances are the
most common techniques used by manufacturer, service provider and entrepreneur to
boost their brand and product.

1) Pre Event
 Use manager to deal with the celebrity
 Proposal on job description of the celebrity
 Recruiting

Recruiting and hosting celebrities at an event can be a challenge, but if you approach it in
the right way and with bit of finesse you are sure to find success. Celebrities and high profile
presenters can bring a huge boost to your event revenue, marketability and overall attendee
experience. There are several processes of engage sport celebrity to promote or appear in
your event.

RECRUITMENT PROCESS.

Recruitment is a process of finding and attracting the potential resources for filling up the
vacant positions in an organization. It sources the candidates with the abilities and attitude,
which are required for achieving the objectives of an organization.

The recruitment process includes analysing the requirements of a job, attracting employees
to that job, screening and selecting applicants, hiring, and integrating the new employee to
the organization. Choosing right sport celebrity to engage in your event can determine where
your success level is in term of promoting your business.

CHOOSING YOUR SPORT CELEBRITY.

 Don’t pick just any celebrity.

 Make sure your brand is well represented.

 Be prepared to pay for good ones.
 Give Them a Reason to Attend

 Spend the Money.

 Make Them the Star of the Show

TERMS AND CONTRACT.

ENDORSEMENT AGREEMENT

This portion of the endorsement agreement template allows for you to capture all names and
agreement dates relevant to this endorsement agreement. Additional parties may be added
to this template based on your individual needs.

1. ENGAGEMENT

1.1 The Celebrity will appear at the Event and perform a moderated interview and Q&A
presentation of approximately sixty (60) but not more than seventy-five (75) minutes entitled
“Street Football to world class player”. The Host shall send the Celebrity a list of potential
moderators. The Celebrity shall have the right to select and pre-approve in writing the
moderator. The Event shall be a sports corporate event, with approximately 10, 000 guests.
The Host may bill the Event as a “Al-Zair Sports (AZS) international Men futsal
Championship 2018”

1.2 All promotion, artwork, press releases will be subject to written pre-approval by the
Celebrity prior to release. The Host shall promote the Event as follows:

1.2.1 Local press;

1.2.2 Host's existing customer database;

1.2.3 Host's Social Media, i.e., Facebook, Instagram & Twitter;

1.2.4 A "Celebrity Montage" shall be put together by the Host's Videographer, to be approved by
the Celebrity to be used on the Host's social media.

2. OBLIGATIONS OF THE CELEBRITY

2.1 Interview and Q&A presentation of approximately sixty (60) but not more than seventy-
five (75) minutes entitled “Street Football to world class player” and promoting Al-Zair Sports
(AZS) Sports Equipment. (“Services”)

2.1.1 Local press;

2.1.2 Host's existing customer database;

2.1.3 Host's Social Media, i.e., Facebook, Instagram & Twitter;

3. OBLIGATIONS OF THE HOST

4. COMPENSATION
5. ACCOMMODATION: TRANSPORT, SECURITY
6. VISAS, PERMITS, LICENCES
7. LIMITED PUBLICITY: NAME AND LIKENESS RIGHTS

7.1 Publicity:

any way without the Celebrity's express written pre-approval for each and every such use.
The Host shall not reuse footage of the Celebrity for any other event or production. The Host
shall not utilize the Celebrity's name, likeness and/or any other personality rights in
connection with merchandising or commercial tie-ins without the Celebrity's express written
pre-approval.

8. Termination

1. DURING THE EVENT.

 Interview

 Speaker

 Skill and tactical.

The interview and Q&A presentation entitled “Street Football to world class player will start
after the opening ceremony was complete. The interview that will conducted not only to talk
about the main title of the session but also to discuss and introduce sports product by Al-Zair
Sports (AZS).

2. POST EVENT.

 Managing celebrity accommodation- transportation to hotel, airport, passport

 Complete the compensation

 Leveraging the celebrity to marketing, brand awereness