Creati
ng
think creativel
m
y i n
and the sponsor.

T h
revenue opportunitie
e
s a n
proposal. This approac
d
h b e
The perceived value of
c
t eh p
monetary value must be clearly oc
fluff. The value that many colleg
m
e s a
stadium well into the thousands at hta
sponsorship advertisements at the event.
l
How you package each event is equ la l
consider
y

Given the economic uncertainty and the bad feelings about how the banks handled ht e
stimulus package it stands to reason that securing naming rights will become increas

i gn
difficult in the short run. The American publ
eb ot deen lliw sliated ynaM .tnatropmi
rof ecaps tnenimorp edivorp a dna stneve cite
ed. Will the sponsor have exclusivity? I
however this can be a nearly impossible reques
n
t t o
competitors who will no doubt have a mar

ic is n
elpitlum fo doohilekil eht nevig tnarg
,ytivisulcxe rof ksa lliw yeht sesac tsom
keting pre es n
Think beyond the sponsor’s marketing presenta it on
eive add o
ot in any way in the mood, for bank
tsrif
s a
l y
nd
other financial institutions to indulge in spending money on sponsorships when they are using
tax payer money to stay afloat. Bank of America and Citi- Group all have money tied up in
stadium deals across the country. However both asked for bail out money and this raises the
eye of many taxpayers. echa
be ni f
s
Given the high stakes revenue budget and salaries that must be paid, it is increasingly a
podifficult situation for owners. The naming rights bar has been set to significant levels and just n
o
slike the rest of America, sport sponsorships will be subject to budget cuts that will force owners or
to find other means or creative solutions ( probably in the form of deep discounts) to address
m
the problem.
Where there is
rp gnitekram A
a will, there is is a way, even in bad economic times, there are still companies
out there that
?sngiapmaC
may be willing to pay the price. Those companies who focus on wind energy,
*Iberdorla, a Spanish Solar energy company, who recently expanded in the United States,
comes to mind. Hybrid cars, and companies who help to foster a green environment, will
possibly become big players in the future as more money will be flowing their way before,
doing and after the economic downturn. Also European companies looking to expand to
America, may be another avenue to consider. Smart marketers and team owners would be
smart to keep a watchful eye on all of them.
*For More information on Iberdrola Visit My blog at
La
01
ndscape
sthgiR

www.twentyfoursevengreen.wordpress.com/
Bank Rescues Could Change The Nam ni g
th
mov
the et a
Anaco
m
ts ia
communi yt is
Visit www.Jenkinssportsindus rt y
and comments. Emai c l o .moc.liamg@sniknejec ot stnemm
selcitra lufthgisni erom rof moc.topsgolb.weiver
.muidats eht raen egats gninnalp eht ni osla
dennalp A .muidats nabru taes 000,42 a dliub ot lasoporp a si elbat eht nO .reviR
eht fo knab tsae eht no tliub eb ot desoporp si muidats ehT .elbatiforp emoceb ot
pleh lliw evom eht dna cificeps reccos eb lliw muidats ehT .snosaer owt rof yrassecen si e
eht ,renwo eht ot gnidroccA muidats KFR ta yalp detinU eht yltnerruC .tsoP notgnihsaW e
yb detroper sa ,ytnuoC s'egroeG ecnirP ot maet eht gnivom ot dettimmoc era slaiciffo detinU
dna srekamwaL dnalyraM .emoh wen a teg yam ,maet reccos eugaeL rojaM detinU CD
detinU CD
3
.remusnoc eht ot sesimorp gnitekram no reviled tsu
eht ,yltnatropmi eroM .margorp eht fo slaog eht dna margorp gnitekram eht fo demr
dluohs eeyolpme yreve dna hcaE .raelc eb tsum ti dna tnetsisnoc eb tsum tI .egassem siht egn
yllaunitnoc ot lufpleh ton si tI .egassem gnidnarb eht troppus tsum ynapmoc eht tuoba gnihtyrev
,si dnarb eht tahw hsilbatse uoy ecnO .ynapmoc eht tuoba sdrow noillim a syas ogol ekiN ehT
.dnim ot semoc ekiN .dnarb a gnihsilbatse ni lufsseccus yrev neeb evah seinapmoc rehtO
.sseccus s’ti enimreted
lliw margorp gnitekram lautca eht tneserp uoy woh yletamitlU ?ti enifed uoy od woh dna
dnarb eht fo egassem yek eht si tahw ylesrevnoC .”sI egnahC “ tahw gninifed fo boj taerg a did eh
dna ”egnahC“ detekram ylevitceffe ,amabO tnediserP .ereh sdrow yek eht era tsurt dna ytilibailer
;alumrof elpmis a eb thgim tI .dnarb eht hsilbatse tsum uoY .srotitepmoc gnoma erah
gnitekraM roF ecalP nI eB tsuM tnemllifluF
n exposure. Often this space can be brok re e
is, you add incentives and value in order to close the deal.
d tniop ehT .sisab edart a no
iw elpmaxe roF .
.stneve ruoy fo hcae ta ec
commitment, perhaps you can develop a trade agreement
would rec
w rosnops ehT .aidem rehto hti
raey owt a ht
ro anera na llif ot ytiliba eht si reffo seitisrevinu dn
ton ,eulav lautca rof gnikool era srosnopS .detacinum
eht dna dezimeti eb tsum egak
t ni margor
.etamilc cimonoce tluciffid a ni laitnesse erom eht lla semo
cost of the program. Each and e cap eht fo tnenopmoc yrev
lautca eht evoba dna revo eb tsum ,dnim s’tneilc eh
ruoy esahcrup ot rosnops eht ecneulfni taht sevitnecni eulav dedda
diap fo noitanibmoc a hguorht rosnops eht rof eulav etaerc ot si aedi
noitazinagro eht rof esnes ekam taht snoitomorp dna gnigakcap gningised
tsum sevitucexe gnitekraM .tnatropmi si eunever pihsrosnops dna gnitekra
gakcaP pihsrosnopS ev
Generati
eulaV sddA gni
s tekram
gnivorpmi no sucof dluohs noissim gnitekram eht ,margorp gnitekram a gnitaerc era uoy nehW
?ecivres ro tcudorp desitrevda eht redisnoc remusnoc
eht dluohs yhW ?remusnoc eht ot tifeneb eht si tahW ?remusnoc eht ot ylppa siht seod woh
dna noisiv euqinu s’ynapmoc eht senifed tahW ?ynapmoc eht fo tnemetats noissim eht si tahW
.slaog gnitekram eht fo erawa eb dluohs eeyolpme yreve
dna hcae dnA .ssenevitceffe rof deweiver eb dluohs gnihtyrevE .ynapmoc eht nihtiw ,emoh ta
strats s’tI ?erahs tekram dna egami rof od taht lliw tahW ?ytilibisiv rof tuo sogol teg ot gniyrt
ylerem rotcerid gnitekram eht sI ?deyevnoc egassem eht si tahw ,muidats strops a ta dnarb a
desitrevda evah uoy fI .sessecorp pu wollof dna ,noitatnemelpmi ,gninnalp eht ni noitaredisnoc
lufthguoht dna luferac eriuqer taht snoitseuq tluciffid dna hguot era eseht ,erus eb oT
?dnarb eht fo noitpecrep llarevo eht ot
etubirtnoc ngiapmac siht lliw woh ,siht naht eroM .nruter detcepxe eht si tahw dna margorp eht
fo slaog eht no kcabdeef tnatsnoc dna ,noitacinummoc seriuqer
tI .stroffe gnidnarb troppus ot deraperp ton era seinapmoc
netfo oT .dnarb eht gnirehtruf dna gniretsof ni pets tsrif eht ylno
si siht ,ssenevitceffe erusaem ot ecalp ni msinahcem tnemllifluf
emos evah tsum uoy stroffe gnitekram ot dnopser sremotsuc
nehW .tnatropmi si sremotsuc ot dnopser seeyolpme woH
.ynapmoc eht fo noitadnuof eht era yeht tcaf nI !dnarb eht era
eeyolpmE .dnarb eht fo tnemesitrevda lautca eht tsuj ton si dnarb
eht gnihsilbatsE .seeyolpme ot deyevnoc ton era noitacinummoc
dna scitsigol etairporppa nehw denimrednu eb nac stroffe gnidnarb taht ezilaer tsum
srosnopS .nalp tnemllifluf dna hguorht wollof eht sa doog sa ylno si margo
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