Billions of dollars are spent globally on sponsorships each year. According to IEG, global sponsorship spending topped $65 billion last year, with the majority of the money going toward sports partnerships, followed by entertainment, causes, festival events, and association organizations.
Sponsorships offer a targeted opportunity to reach current and prospective clients on the consumer or business to business (B2B) side (or both). If you are new to leveraging sponsorships as an engagement tool, here are a few tips on crafting a strategic plan that I learned over the course of 25 years in sponsorship sales and activation with sports and entertainment properties.
Know Your Audience
Think of a sponsorship as a marketing asset that will drive your business objectives. Do you want to sell more stock keeping units (SKUs), engage prospective clients with VIP entertainment or increase awareness through media? These are a few of the goals that can result from a successful spo...
The Lake Erie Cyclefest is preparing for another successful partnership with The Blues & Jazz Festival for four days of Rhythm and Ride. The event will take place the first weekend of August 2019 and contain music, entertainment, and six cycling races.
The weekend kicks off with a free race on Thursday, Aug. 2 at 6 AM. Races will continue through Sunday, Aug. 4 ranging from no cost to a $40 participation fee. All proceeds benefit EmergyCare, WQLN and the YMCA of Greater Erie.
According to the Erie Sports Commission, the race is used to encourage green living and a holistically healthy lifestyle. Participants are encouraged to take advantage of the “meet-up” space to chat with fellow cyclists.
All music events, lectures, art exhibits, and performances are completely free.
For more information about specific ride times and registration, visit www.eriecyclefest.org.
A big accomplishment was announced this month for a member of the NASC. The city of Cedar Rapids was selected to host the USA Roller Sports National Championships in 2020.
The city is currently preparing for one of the largest events in their history, with the competition lasting 23 days in the month of July 2020. All activities will take place in the Cedar Rapids Ice Arena.
The six competitive sports disciplines included in the 2020 USARS National Championships are figure skating, in-line hockey, roller derby, rink hockey, freestyle, and speed skating.
According to The Gazette, this event is projected to generate more than 10,000 overnight stays and $8 million in visitor spending. Much of this revenue will come from the 1,600 participants and their families, all ranging in age from elementary to senior citizens.
Congratulations to Cedar Rapids Tourism for booking such an important event.
Learn more at https://www.teamusa.org/USA-Roller-Sports
The National Association of Sports Commissions (NASC), the governing body of the $11.4 billion sports events and tourism industry, announced May 9, 2019, a new brand designed to represent a more inclusive organization to lead the sports event and tourism industry and its membership. The organization will now be referred to as Sports Events & Tourism Association or Sports ETA.
Download Sports ETA presentation.
A record turnout of industry leaders in sports events and tourism attended the 27th annual symposium held in Knoxville, TN from May 6-9 to elect new leadership, honor members with national awards and participate in dozens of continuing education programs led by industry leaders.
Way back in April, I had the pleasure of attending an etiquette session led by Patricia Rossi at the NASC (now called SportsETA) Women's Summit in Tampa. This was the second annual Women's Summit held in conjunction with the NCAA Women's Final Four basketball tournament. I wrote about my takeaways last year as well.
Patricia was the last presenter in 48 hours chock-full of wisdom and knowledge bombs. All 70 attendees were exhausted, and perhaps more than a little sleep deprived, to say the least. You might say she had drawn the short straw. Not to mention, she was presenting to a bunch of awesome women who work in sports...let's just say (and I'm just surmising here), but this industry may be a bit more casual on the etiquette side of things than say, corporate finance.
In a nutshell, Patricia rocked the house! She was engaging, hilarious, and an absolute delight. She is a southern belle that (if I'm honest) at first impression, intimid...
The Sports ETA Sports Legacy Fund raised more than $20,000 to benefit Knoxville non-profit, DreamBikes, which strategically places used bicycle stores in low-to-moderate income neighborhoods to provide hands-on, paid job training to teens. Working in conjunction with local youth organizations, DreamBikes employs teens from the area to work in the store; teaching them how to refurbish bicycles, use the POS software, and to deliver great customer service. DreamBikes provides lifelong skills to our teen employees, helping them to shift gears and find a bright future.
It’s back to work for those of us who went to the NASC Symposium in Knoxville last week. As you are getting back to your projects and events, don’t forget about all those contacts you met last week.
In the sports events and tourism industry, networking is key and we hope you met a lot of great people at the Symposium to help in future projects. So don’t let those business cards go to waste. Follow-up is key to developing a new professional relationship. Forbes has a few great tips to master the art of the follow-up.
Start with a quick email this week. Don’t feel it has to be something long and profound. Simply say you enjoyed meeting them and if you can, reflect back on a point from your conversation, even if it wasn’t about work.
Link in on LinkedIn. This is another way to connect days after meeting. LinkedIn also offers many free tools to keep your contacts front-of-mind for both you and them. Plus, you can send them a quick note on their work...
KNOXVILLE (May 10, 2019) – The National Association of Sports Commissions (NASC), the governing body of the $11.4 billion sport tourism industry, announced this week a new brand designed to represent a more inclusive organization to lead the sports and event tourism industry and its membership. The organization will now be referred to as Sports Events & Tourism Association or Sports ETA.
A record turnout of industry leaders in sports events and tourism attended the 27th annual symposium held here from May 6-9 to elect new leadership, honor members with national awards and participate in dozens of continuing education programs led by industry leadership.
“In our largest-ever Symposium where sports events and tourism industry leaders meet, we introduced a new brand for the organization called Sports ETA that represents the evolving and growing nature of the industry we lead,” said Al Kidd, President & CEO of Sports Events & Tourism Association. “...
The National Association of Sport Commissions is excited to share its 2019 Member Award Winners. Every year the NASC honors organizations and individuals in the sports events and tourism industry to celebrate their accomplishments and achievements! There were a ton of impressive nominees this year, and deciding on a winner for each category was incredibly difficult. With that said, our 2019 winners hail from all over the country, from Minneapolis to Gulf Shores.
Without further ado, here are your 2019 NASC Member Award Winners:
Sport Commission of the Year, Over 500k
-Sport Minneapolis, powered by Meet Minneapolis
Sports Commission of the Year, under 500k
-Spokane Sports Commission
Sports Tourism Organization of the Year, over 500k
Sports Tourism Organization of the Year, under 500k
- Gulf Shores & Orange Beach Sports
Event Marketing Campaign
-Savannah Sports Council
Destination Branding and Marketing Campaign of the Year, und...