Sports Sponsorship: How To Play Smart & Win Big

Below are 11 modules on the strategies and processes used in making the right decisions relating to sports sponsorships.  The modules are designed for a full 1 day seminar and are shown in the sequence in which they will be presented. 

• #	Module	Length	Takeaway / Content Summary
  1	Introductions Topics Workshop Goals and Expectations Raring to Go, But…	0H:30M	We have a great mix of professionals today What will we cover What will we accomplish? Set up to “stumble”?
  2A	Exercise 1   The “Simple Deal” Scenario focuses on a promoter proposing to create a new event in a medium sized market.	0H:45M	Group divided into teams and will review a sponsorship proposal, discuss it and be ready to share opportunities and/or potential problems.  Each team to provide a “go/no go” recommendation and share points of view.
  2B	The “Simple Deal”	0H:15M	Discussion and review of the exercise inclusive of challenges that arise with new opportunities
  3	Sponsorship Landscape	0H:15M	Types of sponsorships Exclusive vs. shared category Clutter Short term vs. Long term Emerging vs. established sports Who can sell what? Leagues, networks, teams, players: being careful about what is promised
  	Break	0H:10M
  4A	Exercise 2   The Decision Making Process What should marketers be thinking about before undertaking a new sponsorship?	0H:30M	Group divided into teams and they will discuss and write down, in priority order, the most important things potential sponsors should be thinking about before they buy.  Teams will share their ideas with the rest of the group.
  4B	The Decision Making Process   Is there a better way to clearly think through and prioritize what’s most important before moving forward?	0H:30M	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
  5	Negotiating The Deal	0H:30M	Tips and reminders about asserting your position as a buyer or a seller
  6	Media and the Deal Why In? Why Not?   Watch outs when buying sponsorships through the media	0H:30M	TV, radio, print Buying smart Buying outside the deal   Web sites/new media Who owns what
  	Lunch	0H:30M
  7A	The “Complex Deal”	1H:00M	Group divided into teams and they will discuss and write down, in priority order, the most important things potential sponsors should be thinking about before they buy.  Teams will share their ideas with the rest of the group.
  7B	The “Complex” Deal	0H:30M	After exercise review
  	Break	0H:10M
  8	The Deal is Done How Take Advantage Best Practices	0H:30M	What do you do now? Attendees share ideas of what works What great marketers do with their acquired sponsorships
  9	Protecting Your Investment ROI	0H:30M	Keeping track of the investment Is the property delivering? What can/should you measure? What means do you have to do so?
  10	What happens if? “Ambush” Marketing	0H:30M	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
  11	Summary	0H:20M	Review key findings Generate feedback for future seminars