体育赞助与广告 Introduction.ppt

Sports Sponsorship and Advertisement 沈 佳 shenjiasipe@163.com Sport Sponsorship and Advertisement What are we going to talk about： Understanding sponsorship Analyzing sponsor Forms of sports sponsorship Developing sponsorship plan Measuring sponsorship Sports advertisement Sport Sponsorship and Advertisement What you can do during the module： PARTICIPATION COOPERATION CREATIVE CRITICAL HAPPY RELAX Sport Sponsorship and Advertisement How is the module organized： In-class lecture Tutorials Group Discussion Presentation Sport Sponsorship and Advertisement References: Textbooks 蔡俊武，孙长杰，《体育赞助—双赢之策》，人民体育出版社，2001； Stotlar(2005), Developing successful sport sponsorship plans Useful websites www.manutd.tv www.liverpoolfc.tv Sport Sponsorship and Advertisement Assessment： Exam （50%） Report and Presentation （40% ） Participation and Attendance （10%） Sport Sponsorship and Advertisement 分组方案： 世界游泳锦标赛（上海） 上海马拉松 中国足球超级联赛CSL 中国大学生足球联赛 上海东亚足球俱乐部 上海篮球俱乐部 中国女子冰壶队 王濛 上海市运会 上海市金融行业业余足球赛 源深体育中心 旗忠网球中心 Sport Sponsorship and Advertisement Syllabus： To be continued… Week Lecture Tutorial 1 Introduction 1st Group meeting 2 Understanding sponsorship Legal aspects of sponsorship 3 Prospecting for sponsors Identifying sponsor 4 Identifying sponsor needs Demographic of audience 5 Identifying sponsor needs (ctd.) Identifying sponsor needs 6 Event sponsorship Ambush Market Activities 7 League sponsorship Case study 8 Club sponsorship Case study Sport Sponsorship and Advertisement Syllabus： To be continued… Week Lecture Tutorial 9 Individual athlete sponsorship Question discussion 10 Financial implications Pricing sponsorship 11 Developing sponsorship plan Preparing for presentations 12 Securing agreement presentation 13 Measuring sponsorship presentation 14 Advertisement Presentation and video 15 TBC TBC 16 Exam Exam Sport Sponsorship and Advertisement Definition: “赞助是一种由企