Kari Nieber

Abstract:

The sport sector is estimated to be worth between $400 and $500 billion USD annually on a global scale. The United States is the world’s largest consumer of sport, making up an impressive $100 billion USD of the sector. According to these projections, the annual cost of sport sponsorship is close to $20 billion. This proposed presentation explores the potential benefits of sport sponsorship for organizations seeking ways to reach target segments and achieve unique objectives. Focusing on the advantages of sport sponsorship for non-sport organizations, this presentation explains the potential benefits including improved visibility, affiliation with well-known sport entities, and activation opportunities. It also demonstrates how sport properties might profit from acquiring these partnerships. These potential benefits for sport organizations include reaching new markets, improving brand recognition, and boosting fan spending and loyalty. To demonstrate this potential, the presentation will provide examples of successful sponsorships and their impact on the sponsor and sport property. Lastly, the presentation provides insight into potential risks involved in such partnerships while highlighting the importance of careful consideration to avoid negative consequences. Despite the potential of negative outcomes, spending and sponsorship partnerships continue to rise across all industry segments. The presentation will conclude by providing important considerations for maximizing value and positive outcomes for all partners involved.