Presented by Molly MohrPresented to SMGT 362 – Sport Marketing

November 19, 2012

Sponsorship Packages forTrinity University Football

Product OverviewCreation of sponsorship packages to increase revenue – Paw Print Level sponsorships– Victory Level sponsorships– Championship Level sponsorships

Each level comes with an ad in the Trinity Football Media Guide and mesh banner on fencing in end zone of stadium

Trinity University OverviewFounded in 1869 in San Antonio, TX

Small, liberal arts collegeStudent population of 2,600

Offers 42 majors & 57 minorsOffers 18 Division III intercollegiate sports

Trinity Football Overview• Won the SCAC Conference Championship 16 of last

20 years• Went to playoffs 12 times in past 20 years• Played in 2002 Alonzo Stagg Bowl• 2007 “Miracle in Mississippi” lateral play

Marketing ObjectivesRevenue Goals• $10,000 in new sponsorship packages– 2 Paw Print Level sponsors, 2 Victory Level sponsors, 1

Championship Level sponsor• $5,300 in ad sales separate from packages– Try to maintain revenue from last year– 12 (2010) 10 (2011) 9 (2012)– Replace any sponsors that bump up to packages

• Total revenue goal: $15,300

Establish stronger relationships with local businessesIncrease awareness of Trinity Football in the community

SWOT AnalysisStrengths Weaknesses

Opportunities Threats

• Ad-free stadium• Most successful and long-

standing SA football team• Large & loyal fan/alumni base• Active PAWS program

• Few current sponsors• Outdated stadium• Restrictive rules in department

• D1 and D2 football programs • Professional teams in SA• Companies using sponsorship

money in other ways

• Many nearby local businesses• Capitalize on attendance• Offer affordable sponsorship

packages compared to others

Competition• Sponsorships of other local collegiate programs• Sponsorships of other teams in San Antonio• Companies spending marketing dollars in other ways– Television commercials– Newspaper ads– Online advertisements (Facebook, Google, etc.)– Radio advertisements– Booths – Social media

Target Markets• Local businesses that Trinity students & athletes

frequently visit– Restaurants– Car repair shops– Boutiques

• Local Trinity Football alumni– Sponsors of Trinity Football Golf Tournament

Pricing Strategy• Sponsorship packages range from $1,500 to $3,000• Start small to gauge interest and make sure buyer

and seller agree on value• Offer affordable plan compared to other sports

programs in San Antonio• Offer multi-year contracts so that businesses don’t

feel cheated if prices increase yearly• Ability to negotiate and do items a la carte

Paw Print Level Sponsor• ½ page black & white ad in Trinity

Football Media Guide ($500 value)• 1 mesh banner placed on fencing

for 5 home games ($1500 value/$300 per home game)

Value of package: $2,000Priced at: $1,500 for yearly contract3 years: $1,200 for every year

Victory Level Sponsor• Full page black & white ad in Trinity

Football Media Guide ($800 value)• Mesh banner placed on stadium

fencing for 5 home football games ($1500 value/$300 per game)

• Sponsorship of plastic footballs, thrown out at every game (limit 1 sponsor) or half-time promotion for 1 home football game ($500 value)

Value of package: $2,800Pricing of package: $2,000Pricing of package for 3 years: $1,700/yr

Championship Level Sponsor• Full page 4-color ad on inside front cover

or inside back cover of media guide-limit 2 sponsors ($1500 value)

• 1 mesh banner placed on fencing for 5 home football games ($1500 value/$300 per game)

• 1 reserved parking space for each home football game ($500 value/$100 per game)

• Sponsorship of all Trinity touchdowns for 1 home football game ($500 value)

Value of package: $4,000Pricing of package for 1 year: $3,000Pricing of package for 3 years: $2,700/yr

Promotion• Personal selling– Drop-offs to local businesses– Cold calls– E-mails to businesses within 5 mile radius

• Survey of Trinity football players & Greek life students (especially Lancer fraternity)

• List of Trinity Football alumni in San Antonio area

Place• Where money exchanges hands• Exchange of money with me or PAWS officer• Cash or check accepted

Public Relations

Media Relations:• Send tips to San Antonio Express News & local news stations

Community Relations:• Cannot use players to receive sponsorship money• If sponsor participates in certain community services, get

Trinity players involved to deepen the association• General community service will spread word of mouth and

increase awareness of the football program

Public Relations

Media Relations

Community Relations

Public RelationsGeneral community service ideas:• Visiting kids at hospitals• Habitat for Humanity• “College” days at elementary and middle schools• Competes with UTSA’s “Dream Runners”

• Trinity Athletics Reading Program• Visit with LeeRoy the Tiger• Obtain Trinity merchandise• Visit with different teams

Evaluation

• Take note of how many sponsors were acquired and revenue made – Goal of 2 Paw Print & 2 Victory & 1 Championship

=$10,000• Take note of amount of program ad sales made

(separate from sponsorship packages)– Goal of $5,300 to maintain revenue from last year and

replace any sponsors that jump up to packages

Risks/Concerns

• Low demand• Stagnate current sponsors• Success of other teams in area• Low manpower to get job done• Athletic Department cooperation (or lack of it…)

Summary• 3 levels of sponsorship:

– Paw Print Level: $1,500– Victory Level: $2,000– Championship Level: $3,000

• Open to negotiations and single items (like ad sales)• Personal selling to local businesses & alumni

– Businesses/people that have a connection to the university

Will be successful because we are starting small, giving businesses a chance to hop on board at a very

reasonable price, and we are targeting the market that is most likely to support Trinity Football

Bibliography• 2012 Trinity Football Media Guide. San Antonio: Trinity University Football Department, Aug. 2012.

PDF. • Barry, Bill. "Sponsorship." Message to the author. 5 Nov. 2012. E-mail. • "BCS Sports Homepage." Birmingham-Southern College Sports. BSC Athletics, n.d. Web. 3 Nov.

2012. <http://www.bscsports.net/landing/index>. • "BigSigns.com Home Page." BigSigns.com. BigSigns.com, n.d. Web. 5 Nov. 2012.

<http://bigsigns.com/?osCsid=59282a8a3777726de801c75a79ee13f0>. • BSC 2012 Media Guide. Birmingham: BSC Athletics, 2012. PDF. • "Centre Athletics Homepage." Centre Athletics. Centre Athletics, n.d. Web. 3 Nov. 2012.

<http://www.centreathletics.com/landing/index>. • Clary, Michael. "Re: Request for Information about Football Sponsorship." Message to the author.

4 Nov. 2012. E-mail. • Dean, Joe, Jr. "Birmingham Southern College Athletic Sponsorship." Telephone interview. 5 Nov.

2012. • Dixon Football Gridiron Club. Sneads Ferry: Dixon Football, Aug. 2012. PDF. • Haptonstall, Clark, Dr. Public Relations. Houston: Clark Haptonstall, 12 Nov. 2012. PowerPoint. • Hix, Laurie, and Jennifer Peel. PAWS Ad Letter 2012. Fort Worth: Laurie Hix, Apr. 2012. Word. • Hix, Laurie. "Trinity Football Program Advertisements Interview." Telephone interview. 5 Nov.

2012. • Hix, Laurie. "TU Program Advertisers." Message to the author. 07 Nov. 2012. E-mail. • "Mesh Banners." BannerBuzz.com. BannerBuzz, n.d. Web. 16 Nov. 2012.

<http://www.bannerbuzz.com/mesh-banners.html>.

Bibliography• "Mesh Banners." Mesh Banners. Bing Banners, n.d. Web. 16 Nov. 2012.

<http://bingbanners.com/meshbanners.html>. • Mohr, Steven. "Trinity Football Sponsorship Opportunities." Telephone interview. 16 Nov. 2012. • "Mount Union Athletics." The Official Site of the Purple Raiders. Mount Union Athletics, n.d. Web. 3 Nov. 2012.

<http://athletics.mountunion.edu/landing/index>. • Plinske, Paul, Dr., Leah Thyne, and Troy Van Zile. "University of Wisconsin-Whitewater Athletic Sponsorships."

Telephone interview. 7 Nov. 2012. • "Sewanee Athletics Homepage." The Official Site of Sewanee Athletics. Sewanee Athletics, n.d. Web. 3 Nov.

2012. <http://sewaneetigers.com/landing/index>. • "Trinity University Athletics Homepage." Trinity University Athletics. Trinity University Athletics, n.d. Web. 6 Nov.

2012. <www.trinitytigers.com>. • "Trinity University Homepage." Trinity University. Trinity University, n.d. Web. 17 Nov. 2012.

<http://web.trinity.edu/>. • "UCLA BRUINS - Community Relations." The Official Website of UCLA Athletics. UCLA Athletics, n.d. Web. 18 Nov.

2012. <http://www.uclabruins.com/comm-relations/ucla-programs.html>.• "UWW Sports Homepage." Wisconsin-Whitewater Warhawks. Wisconsin-Whitewater Athletics Department,

n.d. Web. 3 Nov. 2012. <http://www.uwwsports.com/index.aspx>. • Van Zile, Troy, and Paul Plinske, Dr. Major Gift Example. Whitewater: University of Wisconsin-Whitewater

Athletics, n.d. PDF. • Van Zile, Troy. PDF. Whitewater: University of Wisconsin-Whitewater Athletics, 2009. UWW 2009 Sales Package. • Van Zile, Troy. Proposal to Corporate Sponsor. Whitewater: University of Wisconsin-Whitewater Athletics, n.d.

PDC. • Van Zile, Troy. UWW 2010 Sponsorship Package. Whitewater: University of Wisconsin-Whitewater Athletics,

2010. PDF.

Presented by Molly MohrPresented to SMGT 362 – Sport Marketing

November 19, 2012

Sponsorship Packages forTrinity University Football