Sponsorship Basics
What is a sponsorship?
A sponsorship is a business partnership where a brand pays for exposure and engagement with fans.
What is sponsorship inventory?
Sponsorship inventory is the assets or opportunities a team can sell to sponsors for exposure.
What does CPM stand for?
Cost Per Thousand (impressions).
What is sponsorship activation?
Activation is how a sponsor brings the partnership to life through fan engagement and experiences.
What is logistics in event management?
Logistics is the planning and coordination of resources, people, and equipment for an event.
True OR False: Sponsorships are donations with no expectation of return.
False: a sponsorship provides measurable value and benefits to both sides.
Give ONE example of physical sponsorship inventory.
Stadium signage, field banners, or scoreboard logos.
What does CPM help teams measure?
The cost of reaching 1,000 people with a sponsorship or advertisement.
True or False: A logo on a wall counts as activation.
False — activation requires interaction or engagement.
Name ONE logistics task that must be planned before an event.
Seating, security, transportation, equipment setup, or staffing.
What are TWO benefits a sponsor receives from a sports partnership?
Brand exposure and access to a targeted audience (fans).
Name TWO types of digital sponsorship inventory.
Social media posts and website ads (or livestream graphics).
If a sponsorship has 20,000 impressions and a $10 CPM, what is the price?
(20,000 ÷ 1,000 = 20 × $10 = $200)
Give ONE example of an in-game activation.
Halftime contests, fan giveaways, or sponsored timeout activities.
What role do vendors play in event planning?
Vendors provide services such as food, staging, lighting, security, or equipment.
Why do teams seek sponsorships instead of relying only on ticket sales?
Sponsorships provide additional revenue, help cover operating costs, and reduce financial risk.
What is naming rights, and why is it valuable?
Naming rights allow a sponsor’s name to be attached to a venue or event, giving constant exposure and strong brand recognition.
List TWO factors that increase the price of sponsorship inventory.
Visibility and audience size (also acceptable: exclusivity, duration, media exposure).
Why do sponsors care about fan engagement more than just logo exposure?
Engagement creates stronger brand connections and increases the chance fans remember and support the brand.
Why is communication critical during an event?
It ensures staff, vendors, and fans receive accurate information and helps prevent problems or confusion.
Explain the difference between a sponsor and an advertiser.
A sponsor forms a long-term partnership and engages with fans, while an advertiser typically pays for short-term ad placement.
Why is on-field or jersey placement usually more expensive than concourse signage?
Because it has higher visibility, appears on broadcasts, and reaches more fans.
Why might a team bundle assets into Bronze, Silver, and Gold packages?
To increase value, simplify pricing, and encourage sponsors to spend more.
Create ONE activation idea for a sponsor at a Carolina Forest football game.
Example: A local restaurant sponsors “Fan of the Game” with a free meal giveaway.
Explain how poor logistics contributed to the failure of the Fyre Festival.
Poor planning, lack of vendors, miscommunication, and inadequate resources caused safety issues and event collapse.