DePaul University Marketing Strategies Why Teams Sponsor Research Paper

Why Companies Sponsor(15 points)

In 2018, the Chicago Bulls signed a deal with Zenni Optical to be their jersey patch sponsor. Using the examples outlined on pages 13-17 in ESP’s Guide to Sponsorship as a guide, show three ways Zenni Optical can use sponsorship as a vehicle to drive awareness and sales beyond having their name on the Bulls’ jersey. You may substitute a different NBA team’s jersey deal or another sponsorship example of your choosing to illustrate your points.

5. Leveraging Sponsorship (15 points)

In Amy Potter’s presentation, she discussed how BMO Harris leverages their sponsorships to benefit the company. Using the Exploitation Menu on pages 51-52 in the text, choose three objectives cited and for each one give an example of a “sponsor offer” the Chicago Bears would offer to BMO Harris as part of the deal, and the corresponding “implementation vehicle” BMO Harris would use to activate the sponsorship. You may also substitute another sponsorship example of your choosing to illustrate your points.

6. Selling Sponsorship (15 points)

With the excitement of the Chicago Sky signing WNBA legend Candace Parker, the Sky’s Senior Director of Sponsorship, Alex Teodosi is going to pitch a sponsorship to “Company X” (you choose the company). In selling the sponsorship explain why each of these factors is important, and give a specific example for each one:

• Time of year to contact the prospect
• Marketing budget of the potential sponsor dedicated to sponsorship
• The synergy between the property’s fan base and prospect company’s target audience
• What the prospect’s competition sponsors
• An example of a tangible and intangible benefit the Chicago Sky can offer to the sponsor