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Sports Sponsorship: How To Play Smart & Win Big

Workshop Description

Sports sponsorship is big business. As teams and athletes compete to win, sponsors look to the world of sports to showcase, market, and link their brands. Billions of dollars are spent each year by big and small companies yearning to reach their core audiences. Most companies are bombarded with constant pitches, and you are probably already spending precious resources in this space in an attempt to tie your brands to leagues, teams, colleges, motorsports, action sports, and athletes. The question is: Are your dollars working hard for you? Are you rising above the clutter? How can this be determined? 

The right decisions for marketers can be more easily made when they understand how to sort through the variety of potential opportunities and learn how best to match costs versus needs. This course will help you to navigate through the vast and sometimes daunting space of sports and sponsorship marketing. It will better prepare marketers with a results-oriented and thorough understanding of the following:

  • The landscape: the various opportunities and how to sift through what is out there
  • Which entities are selling what and how to select with whom to make deals
  • The decision-making process
  • The components of a good and smart deal
  • Simple and complex deals
  • Activation, meaning can and will you bring the deal to life?
  • Protecting what you buy
  • Measuring the impact

This seminar will help you better understand how to think about and win in this complex and expensive world. It will help you align your strategies and budgets. It will make you think practically as to how to strike deals and implement programming. It will help you replace the “ego” that so often dictates decisions with a smart “eco-nomics” mindset. 

Who Is This Workshop For?

This course will benefit those in the organization responsible for finding, creating, and implementing strategies and tactics that involve the world of sports. This includes, but is not limited to, those who negotiate deals: event marketers, brand managers, brand promoters, salespersons, attorneys and/or finance personnel

Workshop Benefits

  • Review and implement a strategy to seek the appropriate sponsorships for your brand
  • Understand the benefits and risks of short-term/simple deals and long-term/complex deals
  • Apply a disciplined approach to evaluate sponsorship proposals
  • Negotiate to buy what you need and what you will use
  • Learn when to incorporate media purchases into the sponsorship package
  • Ensure that you are protected throughout the course of the deal
  • Put the right procedures in place to measure ROI

Begins:Wednesday, December 10, 2014 at 8:30am
Ends:Wednesday, December 10, 2014 at 5:00pm

ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017

Registration Pricing
    ANA Member BAA Member Non-Member
  Program Registration Fee $1,095.00 $1,095.00 $1,195.00

Instructor: Richard Reider

Richard Reider, president of RaR Consulting, LLC, has over 30 years of marketing and sales experience, 28 of which were with the Miller Brewing Company where he specialized in sports and entertainment marketing. Since 2010 Mr. Reider has joined the faculty of Marquette University as an Adjunct Professor. His classes include aSports Sponsorship and Negotiationworkshop in the Law School andSports Communication, a graduate course that is part of a Masters of Leadership program. In addition Mr. Reider has been consulting and leading long term strategic planning for a non-profit in the Twin Cities.

Mr. Reider was Manager of Sports and Entertainment Marketing at Miller for over 16 years. He was responsible for managing a variety of local and national properties including the Milwaukee Brewers, Chicago White Sox, Minnesota Vikings and Detroit Red Wings. He also has extensive experience in boxing, golf, pro-beach volleyball, UFC, motorsports and college sports. Mr. Reider is very seasoned on managing media packages inside sports deals. Relating to entertainment and event marketing Mr. Reider led Miller’s initiatives on a number of tour sponsorships, promoter and venue deals and branded programs. He also led Miller’s initiatives relating to film and TV product placement. His expertise lies in negotiations and contract stewardship, project planning, agency management, budgeting and event execution.

Since 2011 Mr. Reider has led a number of workshops for specific ANA members including the LPGA, MLS, The Southern Companies and the Disney Theatrical Group.





Takeaway / Content Summary




Workshop Goals and Expectations

Raring to go but …


  • We have a great mix of professionals today
  • What will we cover
  • What will we accomplish



The Simple Deal

Scenario focuses on a promoter proposing to create a new event in a medium- size market


  • Exercise 1: Teams review a sponsorship proposal, discuss it, then share opportunities and/or potential problems. Each team provides a go/no go recommendation and shares its viewpoints


The Simple Deal


  • Discuss and review the exercise, inclusive of challenges that arise with new opportunities


Sponsorship Landscape


  • Types of sponsorships
  • Exclusive versus shared category
  • Clutter
  • Short term versus long term
  • Emerging versus established sports
  • Who can sell what
  • Leagues, networks, teams, players: Being careful about what is promised






The Decision-Making Process

What should marketers think about before undertaking a new sponsorship?


  • Exercise 2: Teams discuss and write down, in priority order, the most-important things potential sponsors should consider before they buy. Teams will share their ideas with the entire group.  


The Decision-Making Process

Is there a better way to clearly think through and prioritize what’s most important before moving forward?


  • How to set yourself up for success
  • After teams present their findings, we will compare and contrast them to the moderator’s list and apply metrics to the process via a score card methodology



Negotiating the Deal


  • Tips and reminders about asserting your position as a buyer or seller


Media and the Deal

Why In? Why Not?

Watch outs when buying sponsorships through the media


  • TV, radio, print
  • Buying smart
  • Buying outside the deal
  • Web sites/new media
  • Who owns what






The Complex Deal


  • Exercise 3: Teams discuss and write down, in priority order, the most-important things potential sponsors should consider before they buy. Teams will share their ideas with the entire group. 


The Complex Deal


  • After-exercise review







The Deal Is Done

Maximizing Your Investment



  • What do you do now?
  • Exercise 4: Teams create and devise activation strategies and tactics on how best to take advantage of the deal
  • Teams share ideas


Best Practices


  • What great marketers do with their acquired sponsorships


Protecting Your Investment



  • Keeping track of the investment
  • Is the property delivering?
  • What can/should you measure?
  • What means do you have to do so?


What Happens If?

Ambush Marketing


  • How to manage changes during the life of the deal
  • When your needs change
  • When the property changes
  • How to prevent/circumvent tactics by the competition




  • Review key findings
  • Generate feedback for future workshops and course evaluations


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