Sponsorship deals are one of the biggest pieces of marketing practiced in the sports arena. Anyone interested in a sports marketing career should be paying attention to sponsorships. The details of these deals can be seen in many aspects of marketing such as in-game promotions, charities, community development, special events, signage, social media, content marketing, contests, and more.
One of my personal favorite sponsorship related marketing pieces I worked on was in-game promotions when I was an intern at Butler University in the Athletic Department. I loved interacting with fans and making their game day experiences that much more exciting. A fan favorite was always the Taco Bell Big Shoe Race. We would pick out a couple of children from the crowd and set them up prior to a media time out. We would place a extra-large Butler Basketball uniform across the court leading to a basketball on the opposite end of the court. The children would have a fixed amount of time to run down the court, putting on all of the pieces of the uniform, grab the basketball and dribble it back down the court. The first to make a basket was the winner and every participant got a prize. Not only did this type of in-game promotion make those children and their families have a better game day experience, it also made an emotional connection between them and the sponsor. Not to mention, it made most of the fans at Hinkle Fieldhouse want to participate in other promotions as well.
For a while, signage seemed to be the best for sponsors; however, my experience has shown that there are many more ways to promote sponsors that create an emotional connection between the sponsor and its target audience. If you are in sports or looking to get into the sports business, take sponsorships seriously and find ways to get the sponsor to connect with their target audience on a deeper level. That will make the sponsorship that much more valuable.
Mental toughness is the ability to overcome challenges and setbacks. Having a psychological edge that enables athletes to cope with higher-than-average demands from team owners, coaches, and teammates.
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If you want to discover the black hole of job-searching, the place where resumes and cover letters vanish, and the place I call a “dead-end street” for aspiring sports executives, look no further than the HR department.
When Theo Epstein was introduced as President of Baseball Operations for the Chicago Cubs last October, he vowed to change the culture surrounding the Cubs organization...
(side note: I'm not a Cubs fan. I think Theo Epstein's vow to change the culture of the Cubs is a definite challenge and I'm curious to see how he will accomplish what he is set out to do. As a White Sox fan, I have said to all of my friends who are Cubs fans hat the Cubs organizational culture is in need of a MAJOR change. Not sure if it's possibly to change the Cubs organization, but Theo seems to be the guy that could get it done.)
Great use of social media in collegiate sports. For another example of great social media in collegiate sports check out Butler University and Butler's mascots Blue II and Blue III. - The four universities use their influence for community building and keeping their fan bases buzzing.
Magic Johnson and the new Dodgers owners have two ways to make their $2.15 billion purchase pay off: launch a regional sports network in the country's second largest market, or hold what will likely be a frenzied auction for the right to telecast...
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