SPONSORSHIP GLOSSARY

Ambush Marketing-A promotional strategy whereby a non-sponsor attempts to capitalize on the benefits of an event by creating a false impression of sponsorship.

Audience-Individual, public, or market segment on which the sponsorship is directed or focused.

Banners-A form of signage produced as temporary advertising (e.g., vinyl, metal, neon paper).

Branding-A sign of identification or personality. A brand is the heart of what a company or organization represents; it embodies all the positive traits of the company. 

Business-to-Business Sponsorship-Intended to develop corporate awareness and encourage purchases by business consumers rather than individual end users. 

Capital Sponsorship-Sponsorship developed from the ground up, including co-development and creation of capital initiatives and projects. See: Naming Rights 

Category Exclusivity-The rights of a sponsor to be recognized as the only company, product and/or service associated with a particular event or property, within a specifically defined business category. 

Cause Marketing-A strategy to link the sponsor's marketing efforts directly to a nonprofit organization or cause. A common model is purchase-driven fund raising, whereby a predetermined percentage of consumer goods purchased during a particular time period is contributed to the charity. This is typically a business decision and is independent of philanthropic endeavors. 

Co-Branding-Whereby cohesive products pursue a brand initiative which shares the successes amongst all partners.  

Co-Marketing-Whereby cohesive products pursue a marketing platform which shares the successes amongst all partners.  

Co-Sponsors-Sponsors of the same event or property. 

CPM (Cost per thousand)-Valuation measurement based on a factor of one thousand (e.g., cost per thousand viewers, readers, attendees, etc.). 

Cross-Promotions or Cross Marketing-A partnership between two or more co-sponsors that uses the sponsorship as a central promotional theme or platform (e.g., beverage manufacturer and retailer, credit card and commercial bank).   

E-marketing- The likes of online magazines, bulletins and newsletters  to e-mail blasts and instant printable discounts and product/service incentives.

Endorsement-Compensation to individual (s) for making personal appearances and/or for speaking on behalf of a particular product, brand, company, and so on.

Event Marketing-A marketing, advertising, or promotional strategy that links a company or brand to an event. See: Sponsorship. 

Hospitality-Or Client and VIP Entertainment-The hosting of key customers, donors, sponsors, and employees with such amenities as tickets, parking, food, beverage, meet and greet, etc. 

In-Focus Coverage-The total amount of time the sponsor's marks or logos are visible to the viewing public during an event broadcast or news segment. 

In-Kind Sponsorship-The payment of a sponsorship fee in products or services in lieu of cash. Perceived to be a form of philanthropy because of the term "in-kind". 

Intangible Sponsorship Benefit-A benefit that is valued based upon its importance or uniqueness to the sponsor, such as exclusivity, prestige, audience makeup, and so on.   

Interactive events-Pre-show clinics and tradeshows, to touch and feel events, games and demonstrations.

Licensing-The right to use a property's, event's or agency's marks, slogans or terminology in order to market or promote a sponsor's affiliation. 

Media Equitability-Accounting for and valuing media coverage or exposure received and comparing that to what you might have paid for the same coverage/exposure based on an appropriate and current media rate card. 

Media Sponsor-Sponsors such as newspaper, television, radio, transit, and outdoor that provide cash or media services for the right to be designated as a sponsor. 

Naming Rights-The naming of a facility or project as a catalyst to executing a specific marketing plan and presence.

New Alliances-The coming together of common brands or companies with the objective of strengthening or pursuing market share and ROI (return on investment). 

Niche Marketing-The pursuit of a specific demographic or market territory instead of a  mass market. 

Partnership Marketing-The partnering together of companies that possess common business objectives and visions. 

Perimeter Marketing-Temporary or permanent advertising located on the outside or the fringe of a venue or event site (e.g., signage, displays, etc.,). 

Philanthropic/Philanthropy-The support of cash, products, or services to nonprofit organizations, charities, or events typically with no commercial expectations. 

Premiums-Promotional Items-Souvenir merchandise or apparel produced by the event or sponsor that promotes the event, or both. These items are typically to be worn, sold, or given away.

Presenting Sponsor-A sponsor whose name may be above or below the name of the property or event. 

Primary Sponsor-The sponsor paying the largest sponsorship fee to the event or property; such a sponsor could also be designated as the title sponsor. 

Property-The entity being sold or marketed to sponsors. 

Public Sector Sponsorship-Strategy linking a company to a community service, activity, venue, program, or event in the public domain (e.g., parks and recreation, schools, cities, municipalities, etc.). 

Right of First Refusal-The right of a sponsor to bid for the same or similar arrangements in advance of their competitors. Such rights are normally negotiated as part of an initial agreement. 

Segmented Marketing-The form and function of marketing to a particular market segment, demographic group, etc. 

Self Liquidation-The effort to liquidate or subsidize a sponsor's "fee" by passing the costs on to a third party.  For example, a retailer commits to a $100,000 sponsorship and then presents the opportunity to ten (10) product vendors for $10,000 each to support the sponsorship.  

Signage-Items containing the sponsor's identification or marks (e.g., banners, scoreboards, flags, decals). 

Sole Sponsor-The only property, venue or event sponsor. 

Special Event-Common terminology for expressing a consumer-based activity inclusive of the event components. 

Sponsor-An individual or entity that negotiates and pays for the rights to promote in association with a specific event or property. 

Sponsor I.D.-Audio or visual acknowledgment and recognition of a sponsor (e.g., PA announcements, on-air mentions, merchandise, publications).  

Sponsorship-A negotiated partnership between a sponsor and event, organization, or property whereby the sponsor pays their fee in cash, products, services, or a combination thereof for the rights to all commercial and marketable benefits (or assets) associated with the partnership. 

Sponsorship Agency-An organization or agent specializing in consulting, organizing or brokering sponsor/property relationships. A sponsorship agency may represent either party, or both. 

Sponsorship Rights Fee- The amount paid by the sponsor to secure negotiated sponsorship rights and benefits.

Sports Marketing-Marketing centered on a sports theme or a specific sports team, event, or franchise. 

Supplier Sponsor-Status given for providing goods and services. Usually located below official sponsor status. 

Tangible Sponsorship Benefit-A benefit that is valued based upon its price or cost, such as media, signage, programs, venue rents, and so on. 

Title Sponsor-The name of the sponsor is included in the name of the event or venue. 

Trade Marketing-The process of marketing to a specific trade or trade group.   

Underwriting Sponsor-Typically backs a show or event with a line of credit in exchange for a sponsorship or equity position. Typically the sponsor is only tapped if the activity looses money.

Value Proposition-In essence, this is a form of sponsorship whereby there are negotiated expectations. 

Venture philanthropy-A charitable endeavor based on risk-taking, innovation, and entrepreneurial spirit. 

Venue Marketing-A strategy linking sponsors with a physical site or building.  Such marketing could include signage, sampling, services, and so on, as part of a complete package of benefits.