Event Management & Promotion

February 20, 2013Lecture Notes

Jackie Reau

Class Agenda

• Selling Alcohol in the Collegiate Setting• Sponsorship Overview & Discussion• Chili Bowl Sponsorship Benefits• Sponsorship Group Pitch– Group #1: Beer– Group #2: Soda

Selling Alcohol in the Collegiate Setting:

Pros vs. Cons

Elements of Sponsorship

• Business Objectives Match• Financial Arrangement/Value of Deal• Exclusivity• Measurement (advance, during, post) for

awareness, product/brand lift• Hospitality• Activation

Why Sports Sponsorship?

https://vimeo.com/26333378

Major Benefits of Value

• Exclusivity in category• Retail opportunity with Kroger/Target• National media opportunities• Hospitality opportunities• Activation opportunities• Charity partnership• Signage• Social Media

Sponsorship Benefits• Logo recognition on the Flying Pig Marathon website Beer Series page• Promotion in the “Sponsor Spotlight” section of the Flying Pig Marathon website and within social media outlets (Facebook 16,500+ fans, Twitter 6,000+ followers @runflyingpig)• Promotion in the Flying Pig e-newsletter, the Squeal (48,000+ subscribers)•Registration comps for staff members (Amount TBD for each Beer Series Event)• Logo on participant shirts for all Beer Series Events• Invitation(s) to Flying Pig Marathon VIP Party on Friday, May 3• Logo on the Beer Series ad in the Flying Pig Race Weekend Events Guide • Logo recognition on banners at each Beer Series event• Opportunity for booth space at the Post Race Party for each Beer Series event• Social Media opportunities created in collaboration with *** designed to build awareness of ****’ Flying Pig and community support.• Opportunity to use “Proud Sponsor of the Flying Pig Marathon” in marketing materials• The Flying Pig Marathon staff will work with you to customize your participation before, after and during the event

**** to provide: $

Sports Sponsorship Activation?http://www.bing.com/videos/search?q=sports+sponsorships+forbes&view=detail&mid=0A40BDA1A60FDB0329410A40BDA1A60FDB032941&first=0&FORM=NVPFVR

Rolex + Golf = Why?3 Benefits you want in the DEAL…

Activation Opportunities at the Chili Bowl

• Exclusivity in category• Retail opportunity with Kroger/Target• National media opportunities• Hospitality opportunities• Activation opportunities• Charity partnership• Signage• Social Media

Coca Cola + FIFA/World Cup = Why?3 Benefits you want in the DEAL…

T-Mobile + Team Armstrong = Why?3 Benefits you want in the DEAL…

GoDaddy.com + Danica = Why?3 Benefits you want in the DEAL…

Symetra + LPGA = Why?3 Benefits you want in the DEAL…

Group Class Pitch: Soda vs. Beer

• Business Objectives with Chili Bowl/Brand• Exclusivity• Major benefits (three to five)• Measurement (advance, during, post) for

awareness, product/brand lift• Hospitality opportunities• Activation ideas/opportunities• Financial Arrangement/Value of Deal

Have a safe Spring Break!