Sport Sponsorship – Week 4 Activation Assignment
While watching a sporting event, complete the sponsorship activation matrix with the following categories:
⦁ Commercials
List advertiser (company) names. Make notes about what audience the commercial seems to target.
⦁ In-Game Features
Features are creative ways that companies integrate brands into the event. The following are some examples:
⦁ Ford “Bold Move” of the race (NASCAR)
⦁ Chick-fil-A “Nugget of the Game” (ACC Basketball)
⦁ Signage
Signage is a branding strategy that places the sponsor’s name or logo in and around the venue. For your matrix, note where signage was located, among other unique attributes.
⦁ Other integration
⦁ Announcer mentions
⦁ Camera shots of sponsors: The following are some examples:
⦁ Allstate Good Hands field goal nets
⦁ Gatorade water coolers
⦁ In-game promotions sponsored by corporations (e.g., Walgreen’s half-court “Flu Shot” during a basketball timeout or the “Kiss Cam” brought to you by Smile Direct Club).
⦁ Giveaways (e.g., programs, towels, free t-shirts, or bobbleheads).
Matrix
Event:
In person or
On television:
Commercials In-Game Features Signage Other Integration
