Understanding Sport/Event Sponsorship: Key Concepts and Considerations

POSTTEST Directions: Identify the correct answer to each of the following questions. Use a separate sheet of paper to record your responses. OBJECTIVE A 1. Why is sport/event sponsorship one of the fastest growing promotional activities today? a. There is no risk involved with sport/event sponsorship. b. Fans are not willing to patronize a sponsoring company. c. People are receptive to companies that sponsor their teams/events. d. Many teams/events would not be able to survive without sponsorship. 2. Proper exploitation of sport/event sponsorships encourages (5 points) a. ambush marketing. c. competition. b. people to buy products. d. sponsorship clutter. 3. Sponsorship opportunities are only available to large businesses in major cities. (5 points) a. False, opportunities exist everywhere and in all sizes. b. True, only large businesses can afford sponsorship fees. c. True, sponsorships are only available in major cities with major league teams/events. d. False, opportunities are available to small and large businesses in major cities. 4. Why do small, local businesses typically sponsor local or regional teams and events rather than national or international events? (5 points) a. It is more difficult to exploit the sponsorship. b. Sponsorship at a national level is too costly. c. They want to reach the people who buy their products. d. National teams and events are only interested in international business sponsors. 5. What must smaller businesses have in order to compete with larger businesses for a sponsorship opportunity? a. Publicity c. Budget b. Brand awareness d. Exclusive rights 6. What do sponsors want to accomplish by putting their company logos on NASCAR automobiles? a. Contracts c. New leads b. Entertainment d. Brand recognition 7. If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) __________sponsor. (5 points) a. dynamic c. sole b. large-business d. exclusive 8. The relationship between a sponsor and a sport/event entity is often described as a a. merger. c. buyout. b. partnership. d. takeover. 9. Who benefits from an effective sport/event entity sponsorship? (5 points) a. Sponsor, sport/event entity, and fans c. Competitors, sponsor, and fans b. Sport/Event entity, fans, and competitors d. Sponsor, competitors, and sport/event entity 10. Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information (5 points) a. provided to ambush marketers. c. included in event programs. b. included in a sponsorship proposal. d. provided to the city hosting the event. 11. If the terms of the sponsorship proposal are not acceptable, a business may try to __________ with the sport/event entity. (5 points) a. negotiate c. arbitrate b. collaborate d. contemplate 12. A formal contract is the preferred form of written agreement between a sponsor and a sport/event entity because it a. can be negotiated. c. is legally binding. b. spells out the terms of the agreement. d. requires signatures of all parties. OBJECTIVE B 13. Which of the following would NOT be a business’s sponsorship goal: (5 points) a. Increasing sales c. Gaining new customers b. Encouraging competition d. Keeping existing customers 14. An athlete, a team, or a league are examples of (5 points) a. sport entities. c. sponsorships. b. television documentaries. d. private enterprise. 15. What factor should receive the most attention when choosing a sport/event entity to represent the business? a. The CEO’s favorite sport/event c. Least impact on the promotional budget b. Exploitation possibilities d. The interests of the business’s target market 16. Which of the following is an example of ambush marketing: (5 points) a. Paying a fee to be a sponsor b. Donating goods in exchange for sponsorship privileges c. Donating services in exchange for sponsorship privileges d. Non-sponsoring business broadcasting commercials during an event 17. When too many sponsors are involved with an event, fans may tune out all advertising as a result of all the a. sponsorship clutter. c. ambush marketing. b. mass-media advertising. d. guilt by association. 18. Guilt by association, a striking team, and a team having a losing season are examples of sponsorship (5 points) a. goals. c. risks. b. exclusivity. d. clutter. 19. When a sponsor gives away logo hats, T-shirts, pennants, and other specialty advertising products during a sponsored event, the sponsor is (5 points) a. exploiting the sponsorship. c. owning the event. b. participating in ambush marketing. d. demonstrating exclusivity. 20. How is sponsorship success measured? (5 points) a. Dollars spent c. Target reach b. Ticket sales d. Return on investment