WK4ASSN

Sport Sponsorship – Week 4 Activation Assignment

While watching a sporting event, complete the sponsorship activation matrix with the following categories:

· Commercials

List advertiser (company) names. Make notes about what audience the commercial seems to target.

· In-Game Features

Features are creative ways that companies integrate brands into the event. The following are some examples:

· Ford “Bold Move” of the race (NASCAR)

· Chick-fil-A “Nugget of the Game” (ACC Basketball)

· Signage

Signage is a branding strategy that places the sponsor’s name or logo in and around the venue. For your matrix, note where signage was located, among other unique attributes.

· Other integration

· Announcer mentions

· Camera shots of sponsors: The following are some examples:

· Allstate Good Hands field goal nets

· Gatorade water coolers

· In-game promotions sponsored by corporations (e.g., Walgreen’s half-court “Flu Shot” during a basketball timeout or the “Kiss Cam” brought to you by Smile Direct Club).

· Giveaways (e.g., programs, towels, free t-shirts, or bobbleheads).

Matrix

Event: In person or On television:
Commercials	In-Game Features	Signage	Other Integration