Activity: In the shoes of the sponsor

Activity 2

In the shoes of a sponsor

Your company manufactures and sell computer hardware and is a well-known and respected brand in the computer industry.

Financially, your company is having a "not-so-good" year this year and you are worried about losing market share. Not that money is a problem right now because your company has made excellent profits in previous years.

As the marketing manager of this company you have a very substantial promotion budget. You are considering Sport Sponsorship as one of may possible strategies and you are presently trying to identify sport organisations that may be suitable to sponsor.

To ensure you make the right decision you have decided to set out on paper some criteria that you will use to select an organisation.

Remember: In this activity you are seeing sponsorship from the sponsor's viewpoint and not your own, i.e. you are NOT the manager of the sport club - you are the manager of the commercial organisation.

Activity Task
Set out on paper ten criteria to be used to select a suitable sporting organisation for your company's sponsorship.

Clue
Criteria #1 could be - "Is the sports organisation properly constituted" (i.e. incorporated).

Further Clues
As a marketing manager you will be mostly concerned about gaining exposure of your company's name, the brand name and your products. What would you want to know about a sports organisation to ensure there was a reasonable chance of achieving the desired level of promotion?

Activity 2
In the shoes of a sponsor
Your company manufactures and sell computer hardware and is a well-known and respected brand in the computer industry. Financially, your company is having a "not-so-good" year this year and you are worried about losing market share. Not that money is a problem right now because your company has made excellent profits in previous years. As the marketing manager of this company you have a very substantial promotion budget. You are considering Sport Sponsorship as one of may possible strategies and you are presently trying to identify sport organisations that may be suitable to sponsor. To ensure you make the right decision you have decided to set out on paper some criteria that you will use to select an organisation. Remember: In this activity you are seeing sponsorship from the sponsor's viewpoint and not your own, i.e. you are NOT the manager of the sport club - you are the manager of the commercial organisation.
Activity Task	Set out on paper ten criteria to be used to select a suitable sporting organisation for your company's sponsorship.
Clue	Criteria #1 could be - "Is the sports organisation properly constituted" (i.e. incorporated).
Further Clues	As a marketing manager you will be mostly concerned about gaining exposure of your company's name, the brand name and your products. What would you want to know about a sports organisation to ensure there was a reasonable chance of achieving the desired level of promotion?