CHAPTER

11

Sponsorship programs

After completing this chapter, you should be able to:

  Comment on the growing importance of sports sponsorships as a promotion mix element.

  Design a sponsorship program.

  Understand the major sponsorship objectives.

  Provide examples of the various costs of sponsorship.

  Identify the levels of the sports event pyramid.

  Evaluate the effectiveness of sponsorship programs.

SCHEURING SPEED SPORTS ANNOUNCES PARTNERSHIP WITH FORD MOTOR COMPANY

AURORA, Minn (July 24, 2013) Professional Snocross racing team Scheuring Speed Sports announced today a new partnership with Ford Motor Company to promote the best-selling Ford F-Series Trucks.

“I am extremely proud to partner with Ford,” said team owner ...

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