| When you see a commercial, it either impresses you | | | | production. It is expensive to have sporting events |
| or turns you off. The job of marketing personnel is | | | | televised. It costs the same to run a stadium on |
| to provide something in the commercial that makes | | | | game night whether the house is packed or not. It's |
| you want to try the product. IF you are already a | | | | just that if the house isn't full, you make less money. |
| customer, the commercial has to make you want to | | | | Sponsorship works at all levels of the sporting |
| continue being a customer. This is the same with | | | | industry. Little league teams get sponsorship from the |
| sports marketing, although today, marketing is more | | | | local hardware store. They buy the uniforms for the |
| a matter of attracting sponsors. | | | | team and in exchange, the team has the name of |
| Sports marketing and sponsorship sales is a several | | | | the hardware store on the jerseys or they do a |
| billion dollar a year business. Instead of marketing the | | | | short bit about the hardware store during halftime. |
| sports team to the consumer, marketing personnel | | | | As sponsorship goes up the sports ladder, the stakes |
| attract the brands that you like to endorse the | | | | are higher and the money to be made is phenomenal. |
| sports team so that you will come and watch the | | | | The free hats, balls, Frisbees, and pennants given |
| games. It seems to be working because the sports | | | | away on game day are a result of a sponsorship deal. |
| marketing industry has been steadily growing for | | | | Those looking to break into sports marketing and |
| more than twenty years. | | | | sponsorship can try the agency route. This is an |
| As a person working in marketing and sponsorship, | | | | alternative to working for the sports entity or the |
| what is your role? Well, it depends what side of the | | | | sponsor. As an agency marketing person, you will be |
| table you are on. As a representative of the entity | | | | bringing the two parties together. Either can hire you |
| looking for sponsors, your job is to find new | | | | to assist in brokering the deal. While you are to show |
| sponsors. This includes putting together a marketing | | | | loyalty to your client, you must be able to stand |
| package, finding new sponsors, meeting with | | | | back and see what will make both sides happy in the |
| sponsors, and seeing that all parts of the deal are | | | | deal. |
| secured. | | | | Finding work with a successful marketing agency is |
| Marketing executives also keep in contact with | | | | tough. A smart tip is to start your career off as an |
| existing sponsors. They make it their business to see | | | | intern. While marketing agencies don't typically pay |
| that these sponsors are happy with their contracts | | | | their interns, the position will give you a lot of |
| especially when it is time to renew. Some contracts | | | | experience and may lead to something more |
| may be re-evaluated based on falling sales or issues | | | | permanent. They are trying you out to see if you fit. |
| with sponsors. If a sponsor is falling out of favor with | | | | As an intern, they get to see your face and become |
| the public, the sports marketing division has a decision | | | | comfortable with you, your personality and your |
| to make. | | | | work ethic. You may live hand to mouth for a while |
| On the other side of the table, if you work for the | | | | but the payoff is a job after graduation. |
| sponsor, this is an opportunity to weigh all the | | | | Get an undergraduate and advanced degree in sports |
| options to see where company funds should go. As a | | | | business. Industry-tailored programs offer more |
| marketing executive it would be your job to review | | | | specific knowledge than a general major in business |
| proposals, make recommendations, and negotiate the | | | | marketing. The art of sponsorship deals adds a |
| deal for the company with the sports entity. The | | | | unique quality to the marketing strategy. Some |
| major selling point would be how much exposure can | | | | programs offer courses taught or special |
| they give your company's product or service in the | | | | appearances by industry professionals who may be |
| eyes of the consumer. | | | | able to further your career in the future. Once in the |
| Sports marketing is an exciting and fast-paced | | | | job market, be persistent in following up after job |
| business. The survival of sports teams can depend | | | | interviews. Let them know how serious you are. |
| on their finding sponsors to offset the costs of | | | | |