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Sponsorship Development Plan

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This research was conducted as a comission for Porvoon Salibandyseura’s Women’s Team (PSS.) The aim was to find ways to improve their sponsorship situation, as due to the overall financial difficulties it is challenging to fund the operation. The research method used was a qualitative research and the objective was to gain a detailed perspective of organizations sponsorship co-operation. The material was gathered by interviewing six different companies which were able to provide us with detailed information on their sponsorship operations.

Sponsorship is a broad concept that is part of the marketing communications plan. In this research, marketing communication is presented briefly and sponsorship as its own marketing promotional tool.

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Let’s Take Action on Alcohol Sponsorship

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Let’s Take Action on Alcohol Sponsorship provides a step-by step process for the development of policies that set guidelines for the sponsorship of workplace, school, or community events by the alcohol industry. The guide offers a range of practical tips and suggestions, highlighting many of the challenges and issues that organizations encounter in their efforts to develop and implement alcohol sponsorship policies. Whether you are revising an existing policy or developing one for the first time, this Let’s Take Action guide will be a helpful resource. We recognize that the development of alcohol policies surrounding sponsorship involves a broad range of stakeholder groups. The information provided in Let’s Take Action will be particularly useful to the following individuals.

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The Effectiveness Of Sports Sponsorships: A Study Of The New Orleans Zephyrs

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ABSTRACT

Despite the pervasiveness of sports in American society and the ever-increasing role of sponsorship in the marketing mix, sponsorship marketing as a discipline currently lacks the rigorous academic study and theoretical foundations that exist in other marketing disciplines.

The purpose of this study is to determine whether or not sponsorship of New Orleans Zephyrs baseball is an effective way of increasing awareness of a product or brand. Using intermediate measures of recognition testing, fans at three New Orleans Zephyrs games were surveyed to test sponsor recognition. The study examined various elements of sponsorship marketing including the effects that gender, age, income, education and attendance frequency had on sponsorship recognition. Additionally, fans were asked if they consciously looked for sponsor messages at games and where they most noticed the messages. Lastly, respondents were asked if they would use a Zephyrs sponsor’s product over a non-sponsor’s product given the same price and quality.

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Executive Engagement: The Role of the Sponsor

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Too often, the term “project sponsor” conjures up the image of a disconnected executive whose main responsibility is to secure the project funds and then come in for the victory lap when it is all over. But anengaged executive sponsor with a vested business interest in the project from kickoff to close can mean the difference between success and failure. Indeed, one of the most common reasons why projects fall short is a lack of executive sponsorship and management buy in, according to the KPMG New Zealand Project Management Survey 2010.i In addition, PMI‟s 2010 Government Program Management Study found that 81 percent of program managers at U.S. government agencies said that strong support from at least one executive level sponsor had a high impact on project success. According to Diego Nei, project portfolio manager at CEACRE, a not-for-profit institution in Salvador, Brazil, the sponsor‟s key responsibilities include:

 Providing clear direction for the project and how it links with the organization‟s

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